Our Panda People

January 2014 Brand Breakfast

Georgie Bridge Director of Brand Expression WWF-UK gbridge@wwf.org.uk

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Why . . . •  Research

•  Internal culture

•  External factors

•  Strategy and ambitions

•  LPC, changing landscape

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What . . . •  Brief

•  Partners

•  Our team

•  Unique approach

•  Methods

Large Picture

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What’s a brand idea The brief: to develop a ‘brand idea’ for WWF-UK

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Buying into clarity and simplicity

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Complexity is hard workClarity is powerfulIf you are clear about what you stand for, you stand out

CLEARINSPIRED INVOLVED

Our audience should be

Our tone of voice has begun to reflect this

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Approach . . . • Matrix approach and structure • Think big, be tenacious and seek the truth • Proper collaboration, co-create, consult • Distil, keep asking questions, keep proving • Be ready for the long game, keep sharing successes

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Methods . . . •  Workshop, interviews, homework, involvement •  People stories

•  Engagement and feedback

•  Approval

•  Tangible

Bedding in ©

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Anchors: clear, inspired, involved •  Brand champions, inductions, success factors

•  Strategic communications

•  Campaign targets

•  Staff and family events

•  Team Panda, Panda’s People Awards

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CELEBRATECHRISTMAS WITH APENGUINWWF.ORG.UK/PENGUINADOPT A PENGUIN WITH WWF ANDHELP PROTECT OUR AMAZING PLANET

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Top tips • Build on your foundations, culture, truth and passion

• Embed brand in all strategic communications

• Use your external activities, keep proving

• Be brave, think big, keep going

• Be rigorous, track involvement