your values

CREATING A VALUES DRIVEN BRAND

A presentation by Mark Cross & Paul Middlebrook

THE DONKEY SANCTUARY © 2012

HELLO

THE DONKEY SANCTUARY © 2012

WHAT YOU WILL SEE TODAY 1. The value of values 2. How this has been applied to The Donkey

Sanctuary 3. The outcomes of this approach 4. Bringing values to life – the adoption

campaign 5. Questions

THE DONKEY SANCTUARY © 2012

THE VALUE OF VALUES

• What are ‘values’? • Why are they important? • How do you know what they are? • How do you bring them to life?

THE DONKEY SANCTUARY © 2012

WHAT ARE VALUES

Beliefs of a person or group, a set of emotional rules that people follow to make the right decisions in life, to decide what is right or wrong, and how to act in various situations.

THE DONKEY SANCTUARY © 2012

- CURIOSITY

THE DONKEY SANCTUARY © 2012

WHY ARE VALUES IMPORTANT? Values help make it easier for people to understand you, so it’s easier to trust you. They tell your stakeholders what you value most. They explain what holds you together.

THE DONKEY SANCTUARY © 2012

WHY ARE VALUES IMPORTANT? They help to define the purpose of your organisation. AND it’s your purpose that defines your brand. It communicates the ‘Why’ rather than the ‘What’ or ‘how’.

THE DONKEY SANCTUARY © 2012

WHY ARE VALUES IMPORTANT? Your ‘Why’ is incredibly important. And the great advantage you have is that it should be naturally motivating, altruistic and inspiring. We know from Jim Stengel’s study that businesses with a purpose of improving people’s lives outperform the market. The top 50 by 400%.

THE DONKEY SANCTUARY © 2012

WHY ARE VALUES IMPORTANT? He identified 4 threads of success; 1.  An organisational culture built around an

enlightened brand purpose 2.  Communication, centred on the brand

purpose, that uses rich storytelling 3.  A near ideal customer experience 4.  A set of KPI’s that measure performance

and people against the brand purpose

THE DONKEY SANCTUARY © 2012

HOW DO YOU KNOW WHAT YOUR VALUES ARE?

These are most often seen when there is a crisis. Look around. What becomes the priority?

THE DONKEY SANCTUARY © 2012

HOW DO YOU BRING THEM TO LIFE? Though storytelling. Give evidence, lead from the front, celebrate the results of what you achieve. Be creative.

THE DONKEY SANCTUARY © 2012

SOME POINTERS FOR VALUES

THE DONKEY SANCTUARY © 2012

• Keep them short and simple • Make them distinctive and ownable • Back up values with evidence and

constantly show why they are important • Measure your brand against your value set • Show don’t tell

THE VALUE OF VALUES TO THE DONKEY

SANCTUARY

THE DONKEY SANCTUARY © 2012

RESEARCH: COLD; WARM; YOUNG; OLD; STAFF...EVERYONE TOLD US THE SAME THING. LOVE + COMPASSION BUT...

THE DONKEY SANCTUARY © 2012

THE DONKEY SANCTUARY © 2012

POSITION UNDER THREAT

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OUR PAST

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OUR VALUE-EMBEDDED FUTURE

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ENGAGEMENT

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FINE TUNING

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LAUNCH

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DIFFERENTIATION

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NEW BRAND INTEGRATION

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CORPORATE STRATEGY

THE DONKEY SANCTUARY © 2012

WHERE WE ARE

WHERE OUR AUDIENCES

ARE

WHERE WE WANT TO BE

CORPORATE STRATEGY BRAND

CLOSE THE GAP

THE OUTCOMES OF THE VALUE DRIVEN BRAND

APPROACH

THE DONKEY SANCTUARY © 2012

THE RESULTS

• 5% increase in donations in a market that has fallen by 20%

• 154% increase in web traffic •  Improved engagement with all

stakeholders • A clearer direction of our purpose and

where we are heading

THE DONKEY SANCTUARY © 2012

BRINGING VALUES TO LIFE – A CREATIVE

CAMPAIGN

THE DONKEY SANCTUARY © 2012

COMPASSION, COLLABORATION, CREATIVITY

The adopted donkeys were seen 'as part of the family' and that families are connected together by love, devotion and lifelong memories which are shared and cherished.

THE DONKEY SANCTUARY © 2012

COMPASSION, COLLABORATION, CREATIVITY

This led us to the big idea which we called a 'Lifetime of memories'. We wanted to bring the adopted donkey into the heart of the family. To make this relationship deeper, more frequent and more enduring.

THE DONKEY SANCTUARY © 2012

ADOPTIONS

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ADOPTIONS

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THE DONKEY SANCTUARY © 2012

THE DONKEY SANCTUARY © 2012

THE DONKEY SANCTUARY © 2012

THE DONKEY SANCTUARY © 2012

THE DONKEY SANCTUARY © 2012

THE DONKEY SANCTUARY © 2012

LOTS OF APPINESS

THE DONKEY SANCTUARY © 2012

LOTS OF APPINESS

THE DONKEY SANCTUARY © 2012

LOTS OF APPINESS

THE DONKEY SANCTUARY © 2012

LOTS OF APPINESS

THE DONKEY SANCTUARY © 2012

LOTS OF APPINESS

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SHARED MEMORIES

THE DONKEY SANCTUARY © 2012

SHARED MEMORIES

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ITS ALL ABOUT EMPATHY AND PHYSICAL CONNECTION!

THE RESULTS SO FAR!

ANY QUESTIONS?

THANK YOU!

THE DONKEY SANCTUARY © 2012

mark.cross@thedonkeysanctuary.org.uk paul@theallotmentbranddesign.com

THE DONKEY SANCTUARY © 2012