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How do you build an NGO brand to allow you to achieve your social purpose. We look at what a brand is and is not. The steps to building a brand personality and some case studies
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Building your
BRAND
Suzanne Fellay
Strategic Communication Director
A strong partner
Head of communication and fundraising at
Handicap International Switzerland (2004 - 2006)
A strong partner
Opening mind journey,
starting with some
fundamentals
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A brand is not a logo
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A brand is not an identity
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A brand is not a product or service
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A brand is not a mission, a promise or a statement
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A brand is not advertising
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What exactly is a brand ?
A strong partner the healthcare field (corporate and institutions)
© NEUTRONLLC
A strong partner the healthcare field (corporate and institutions)
Simplicity and
design are the
ultimate
sophistication
A strong partner
A brand is not what you say it is.
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A brand is what they say it is.
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Everyday, people take hundreds
of decisions based more on how
they feel than on logic.
A strong partner the healthcare field (corporate and institutions)
© NEUTRONLLC
A strong partner
TRUST
A strong partner
© NEUTRONLLC
A strong partner
Any brand can be charismatic,
even YOURS.
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A strong partner
1. DIFFERENCIATE
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Your brand personality
Unique = positioning
Intangible = perception
Single-minded = description
Motivating = experience
Meaningful = evidence
Consistent = recognition
Authentic = credible
Sustainable = no change
Scalable = growth
A strong partner
© PAUL ISAKSON
A strong partner
2. FOCUS
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© NEUTRONLLC
A strong partner The focus test
1. Who are you _______________________________
2. What do you do ____________________________
3. Why does it matter __________________________
A strong partner Porsche yesterday = sport cars Focused
Porsche today = sport cars + SUV Focused ?
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3. SHARE
A strong partner
© NEUTRONLLC
A strong partner
© PAUL ISAKSON
A strong partner
A great brand is a GREAT
STORY to share
A strong partner Stop campaigning,
start committing.
A strong partner
© PAUL ISAKSON
A strong partner
© PAUL ISAKSON
A strong partner
A strong partner
A strong partner Start looking at your marketing
as a progressive story instead of
regular campaigns.
A strong partner Forget about controlling the
message.
A strong partner Brand communication model:
from monologue to dialogue.
Are you ready?
A strong partner
© TORSTEN HENNING HENSEL
A strong partner
© TORSTEN HENNING HENSEL
A strong partner In the age of conversation,
attention is becoming key
© TORSTEN HENNING HENSEL
A strong partner Become a facilitator: offer
individuals a platform where they
can get active themselves
A strong partner Follow what people say about
you, it can be your next story
© TORSTEN HENNING HENSEL
A strong partner The whole world can see what
you do and can support you
A strong partner Organize your messages
A strong partner Time for a great and successful
case, isn’t it?
A strong partner
A strong partner
© TORSTEN HENNING HENSEL
A strong partner
© TORSTEN HENNING HENSEL
A strong partner
© TORSTEN HENNING HENSEL
A strong partner
© TORSTEN HENNING HENSEL
A strong partner
© TORSTEN HENNING HENSEL
A strong partner Commitment creates brand
loyalists
Thank you.
Any question?
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