Breakout B: Bringing your brand to life internally.
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Transcript of Breakout B: Bringing your brand to life internally.
Bringing brand to life
Mike HopwoodBrand & Creative Development Manager. RSPB
BrandFor some it’s a
prickly subject
What’s
brand
got to do with
me?
To get 1,500 staff & 18,000
volunteers in 15 regional offices
and on 200 reserves to understand
how great brand can be as crucial
to saving nature as great science.
The challenge
A Brand Reboot – a series of two-day,
UK-wide workshops running parallel to the
brand development
200+ selected staff from all levels and
areas of work.
Build champions that can cascade and
‘own’ RSPB brand and the need to change.
The approach
Not just the goodfellasUse the negative energy
Role descriptionsA framework for brand advocates
• Brand Champion
• Brand Advisor
• Brand Advocate
Change! Brand!A pre-workshop Questionaire
• Interference in my work objectives
• Wasting money on brand stuff
• More change for changes sake
• Fear of losing existing support
but also
• Fear of doing nothing
Some ‘Light bulb moments’
• Create the environment for ‘light bulb’ moments that build and re-enforce the need to change
• Demonstrate more than teach
• Balance emotional hits with sound science/research
‘Light bulb 1’ Why change?
• External forces
• Urbanisation
• Disconnection
•The need to engage new audiences
‘Light bulb 2’
The perception
reality
“It’s all about
the birds baby”
What we
need is
a clear
proposition
Light bulb 3.
Individual success – combined failure
Exploring brand values
Dynamic
Inspiring
Sociable
Knowledgeable
Tools and takeawaysFirst phase cascade products – Brand neutral
How we express
the brand
Propositions
researched
Brand model
Putting change in contextA short animated film
Other support materials
• Change curve Elisabeth Kubler Ross
• Audience pen portraits and definitions
• Persuasion tips 50 secrets from the science of persuasion
• A clear timeline to plan towards
Sharing wisdomIntranet forum and share site
What happened next?
• Second series of workshops
to 120 Brand Advisors
• They then deliver
brand roll-out ‘locally’
• Ongoing, All new
staff receive brand
induction
Thank you
Any questions?
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Conference
2 July 2015
London
Brand development:
building a brand that
deliversSponsored by
WiFi: RRPN1
Password: kmrhja12
#charitybrand