Chris Dessent, managing director, Creative Concern Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do. http://www.charitycomms.org.uk

4. Building a strong brand5 essential ingredients

5. Why?

6. Strong brand= more successIncome? Supporters? Sales? Followers? Action on the ground?

7. Brand?

8. “The brand is the impression, the reputation, the ideas people have about you in their minds.
Branding is the art of trying to change or embellish that.”
Jeremy Hildreth

9. “Business today doesn’t come down to what you sell or what you do.
It’s about who you are and what you stand for.”
Forbes.com

10. Your brand is what you’re known for.

11. People not working with brands think a brand is a logo…
Which is why everyone protests at the cost of branding….

12. Avoid linking brand to logo creation.
If you want a new logo, that’s fine but it has little to do with building your brand.

14. How much is your organisationworth?

15. So what is it about?

16. Brand DNA
Partnerships
Brand guidelines
Marketing activity
Word of mouth
Online experience
Media + social
Face to face
The story you want to tell
Visual signifier
Your values
Tone of voice
Tone of imagery
Your people
Strategic goals
Customer experience

17. Ingredient 1:
MEANING

18. Brands help your audiences
navigate the world:
I care about pets = RSPCA
I care about birds = RSPB

19. So strong brand building starts
with asking questions
Why are we important?
What’s our positioning?
What’s our point of difference?

20. Why do we matter?

21. This is the most important part of the puzzle and in the charity sector you’ve got this sorted….

22. Consumer brandsProduct claimsDesireGuiltSex

24. + Values

39. Ingredient 2.
EMOTION

40. Once you know why you matter, then you need to work out how to make people care why you matter.

41. Branded emotional engagement is the Holy Grail of brand building

42. Love Marks
Kevin Roberts, CEO, Saatchi & Saatchi

43. Love Marks =
Mystery: Great stories, dreams, myths, icons and inspiration
Sensuality:
Sound, sight, smell, touch and taste
Intimacy:
Commitment, empathy, passion

44. HEART
HEAD
HAND

51. Ingredient 3.
REACH

55. The finite pool of worry

56. Ingredient 4. CONSISTENCY

61. Ingredient 5. SURPRISE

67. Golden Rules
Be honest
Be ambitious
Be bold
Don’t expect everyone to agree
Don’t expect consulting to finaliseeverything
Stick to the timeline
Agree decision making structure at the start
Enjoy the process!

68. 1. Meaning2. Emotion3. Reach4. Consistency5. Surprise

69. Once your brand connects with you, your team and your audiences, it will move from a name on a letterhead into a movement that people can believe in and support.

70. Visit the CharityCommswebsite to view slides from our past events, see what events we have coming up and to check out what else we do.
www.charitycomms.org.uk

71. North West Regional Group
16 September 2014
Manchester
#ccnorthwest
North West Regional Group
Brand and tone of voice