Building a strong brand

5 essential ingredients

Why?

Strong brand

=

more success

Income?

Supporters?

Sales?

Followers?

Action on the ground?

Brand?

“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

“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

Your brand is what you’re known for.

People not working with brands think

a brand is a logo…

Which is why everyone protests at

the cost of branding….

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.

How much is your organisation worth?

So what is it about?

Brand DNA

Partnerships

Brand guidelines

Marketing activity

Word of mouth

Online experience

Media + social

Face to face

The story

you want to tell

Visual signifierYour

values

Tone of voiceTone of imagery

Your people

Strategic goals

Customer experience

Ingredient 1:

MEANING

Brands help your audiences

navigate the world:

I care about pets = RSPCA

I care about birds = RSPB

So strong brand building starts

with asking questions

Why are we important?

What’s our positioning?

What’s our point of difference?

Why do we matter?

This is the most important part of the

puzzle and in the charity sector you’ve got

this sorted….

Consumer brands

Product claims

Desire

Guilt

Sex

+

Values

Ingredient 2.

EMOTION

Once you know why you matter, then you

need to work out how to make people care

why you matter.

Branded emotional

engagement is the Holy

Grail of brand building

Love Marks

Kevin Roberts, CEO, Saatchi & Saatchi

Love Marks =

Mystery:

Great stories, dreams, myths, icons and

inspiration

Sensuality:

Sound, sight, smell, touch and taste

Intimacy:

Commitment, empathy, passion

HEART

HEADHAND

Ingredient 3.

REACH

The finite pool of worry

Ingredient 4.

CONSISTENCY

Ingredient 5.

SURPRISE

Golden Rules

Be honest

Be ambitious

Be bold

Don’t expect

everyone to agreeDon’t

expect consulting to finaliseeverything

Stick to the timeline

Agree decision making

structure at the start

Enjoy the process!

1. Meaning

2. Emotion

3. Reach

4. Consistency

5. Surprise

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.

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.

www.charitycomms.org.uk

North West Regional Group

16 September 2014

Manchester

#ccnorthwest

North West Regional Group

Brand and tone of

voice