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Geoff Turner

MAG

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Articulating the brand:

How tone of voice can help

deliver your charity’s story

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BACKGROUND

• A brand review for MAG

• Ways to articulate the brand

• Need for consistency

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“Giving mined land back to

the community…”

“Take action Clear mines…”

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PROCESS

• Get senior management on side

• Review current position

• Workshop

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OUTCOMES

Context statement:

“Irrespective of why wars

happen, innocent people

should not pay the price”

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OUTCOMES

Brand proposition:

• Life savers

• Development enablers

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OUTCOMES

Brand values:

• Loyal to our beneficiaries

• Heroic and brave

• In it for the long-term

• Innovative, dynamic, pioneering

• Collaborative

• Make donor money work hard

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rgOUTCOMES: “Make it Safe”

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rg“Make it Safe”

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OUTCOMES

Telling the MAG story…

•Problem – Solution – Impact

•Impact Reports

•Summary Review

•Online

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WHAT NEXT?

• Implementation

• Monitoring

• Evaluation

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Thanks…any questions?

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