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YOU PROMISED The importance of setting and shaping your brand and communications
| Date post: | 01-Jul-2015 |
| Category: |
Business |
| Upload: | peter-gilheany |
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YOU PROMISED
The importance of setting and shaping
your brand and communications
It matters what people think
People must think differently …
… if the world is to change for the better
It’s your promise
• Oxfam promises to deliver the world from poverty
• Mencap promises to deliver lives worth living to
people with learning disabilities
• Fairtrade Foundation promises to deliver decent livelihoods to farmers in the developing world
Your promise is your brand
Your strategy …
… puts your promise at the heart of your activity
Articulate why you deserve people’s trust and commitment.
Then sell it to others
Good communications
• Clarity and consistency
• Collaboration
• Connections
What motivates people to engage?
VisionI share their vision
Immediate environmentIt will make a difference to me
CapabilityThey have shown they can
Increasing need for
tangible rewards
Increasing loyalty
Specific actionMy money will make a difference
BeliefsI believe in them
Your brand is not your logo
Identify the issueIlluminate the idea
Influence the impact
Macmillan
The Royal Parks
Samaritans
More than a logo
Promise
Consistency
Culture
Creativity
Collaboration
Clarity
Credibility
Context
Cause
