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Brand driving delivery
Brand Audiences
Preferences
Benefit of the doubt
Behaviour
Communication
Products
Apple: Think differentChange the world We make things that make an impact. Like when someone creates their first video with iMovie. Surfs the real Internet on an iPhone. Or uses the built-in iSight camera to video chat with their grandchildren.Genuine empathy for customers and users Relentless innovation for leadership products and margins Aggressive achievement Team, it’s an adventure and we are in it together
Who would you rate?
BrandAt the heartLensWrapperBrand, what brand?
If it isn’t: worst case
“We stand for the human rights of mothers, fathers and children.”
Bad case
Best case
My army won because they knew what they were fighting for and loved what they knew
Oliver Cromwell
A major strategic competitive advantage
How do we do it?
Gaps in service delivery
Customer (audiences)
Gap A
Gap C
Gap D Gap B
Communications dept/agency
Front line staff (volunteers)
Directorate
Who defines the brand? Us: co-producation
Customer
Their needs and wantsWhy what we do is special for themWhat it helps them do
Leads the brandFacilitate the processInsight, wider audiences application
Guided translation of the ethos into values and how these translate into effective actions
Vision and ethos how we want to change the world
Communications dept/agency
Front line staff
Directorate
What’s our special magic?UrgencyNecessityVitalExcitingIf we cease to exist, what’s the difference to the world around us?
Building a brandWhat we do?What area of activity are we in? What’s our status in the world?Why we do it?What’s our goal? What are the principles that drive us?How we do it?What is our personality? What do we want people to say about us?
Got the vision and mission, what behaviours will deliver them?
How do we practically deliver our ethos? (values)What successful behaviours do we associate with this?What are we doing that works?What can we change or do more of?What do we need to start doing?What do we need to stop doing?
Brand
Fundraising proposition
Products
Products
Products
Campaigning
AdvocacyService delivery
Audience: the main focusWhat action do we want them to take?
What do they currently think about us?
To make them act, what do they have to think?
Focusing on the audienceAudience: what action do we want them to take?
Our pitch, in one sentenceWHAT’s going on in the world that makes what we do important?
Context
RESPONSE we want
WHY do we feel that this is important? HOW does our work make a difference?
Map the customer journey
Delighted (tomorrow)
Expected (today)
Current (yesterday)
Reputation is too important to allow mismanagement by someone else.