Georgie Bridge, head of brand expression at WWF-UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Our Panda
People
January 2014
Brand Breakfast
Georgie Bridge
Director of Brand Expression
WWF-UK gbridge@wwf.org.uk
©MichelRoggo/WWF

2. ©Naturepl.com/JuanCarlosMunoz/WWF

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Why . . .
• Research
• Internal culture
• External factors
• Strategy and ambitions
• LPC, changing landscape

4. ©RichardStonehouse/WWF-UK

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What . . .
• Brief
• Partners
• Our team
• Unique approach
• Methods

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What’s a brand ideaThe brief: to develop a
‘brand idea’ for WWF-UK©Naturepl.com/AnupShah/WWF

7. Buying into clarity and simplicity
WWF
Complexity is hard work
Clarity is powerful
If you are clear about what you stand for, you stand out

8. CLEAR
INSPIRED
INVOLVED
Our audience should be
Our tone of voice has begun to reflect this
WWF

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Approach . . .
• Matrix approach and structure
• Think big, be tenacious and seek the truth
• Proper collaboration, co-create, consult
• Distil, keep asking questions, keep proving
• Be ready for the long game, keep sharing successes

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Methods . . .
• Workshop, interviews, homework, involvement
• People stories
• Engagement and feedback
• Approval
• Tangible

11. Bedding in©Naturepl.com/AndyRouse/WWF

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Anchors: clear, inspired, involved
• Brand champions, inductions, success factors
• Strategic communications
• Campaign targets
• Staff and family events
• Team Panda, Panda’s People Awards

13. CELEBRATE
CHRISTMAS
WITH A
PENGUIN
WWF.ORG.UK/PENGUIN
ADOPT A PENGUIN WITH WWF AND
HELP PROTECT OUR AMAZING PLANET

14. ©TristanFewings/WWF-UK

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Top tips
• Build on your foundations, culture, truth and passion
• Embed brand in all strategic communications
• Use your external activities, keep proving
• Be brave, think big, keep going
• Be rigorous, track involvement