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Mission Critical: Crafting Your Communications Strategy Workshop
#CommsStrategy
30 May 2012
TOP TIPS FOR MAKING YOUR BRAND WORK
Jacqui Kean, Head of Marketing
1 February 2012 – Out with the pink in with the blue
Position the brand as a key tool in your
business strategy“Diabetes is fast becoming the most urgent
and challenging public health issue of our
time. A tough challenge needs a strong
brand. We have a new brand that clearly
communicates who we are and what we
do, and I believe that it will help to improve
the impact of our work.”
Top tip 1
Barbara Young, Chief ExecutiveDiabetes UK
Embed the values throughout the organisation
Empowering
Influential
RadicalExpert
Competencies: Knowledge + skills + personal attributes
Dynamism Collaboration Accountability
Be
havio
urs
Valu
es
Fundraising
Engagement
Media
coverage
Advertising
Appeals
ResearchUser
involvement Campaigning
and policy
Partnerships
Membership
offer
Care and
support
Conferences
and events
Top tip 2
Mobilise enthusiastic ambassadors
Top tip 3
Debbie Shearring, volunteer
Sam Morris, Volunteer Development Officer
Eastern region
Richard Lane,
President
Be a partner not a policeman
Top tip 4
Be a partner not a policeman
Top tip 4
with charities versus favourability towards them
Evaluate consistently over time
Top tip 5
with charities versus favourability towards them
0
10
20
30
40
50
60
70
80
90
60 70 80 90 100
Net favourability score
% prompted and unprompted familiarity
Base: All who are familiar from total sample of 2,015
Evaluate consistently over time
Top tip 5
Top Tips
1. Position the brand as a key tool in your
business strategy
2. Get everyone in the organisation to live and
breathe the values
3. Recruit enthusiastic ambassadors
4. Be a partner not a policeman
5. Evaluate over time
“The brand is the most important and sustainable asset of any organisation – whether a product, or service based corporation or a not for profit concern – and it should be the central organising principle behind every decision and every action.”
Rita Clifton, CEO Interbrand
ANY QUESTIONS?
THANK YOU
