assessing brand
TRANSCRIPT
Bowel Cancer UK – We Can Save Lives:
25th Anniversary
Rebranded last September, new website launched in October
Bowel Cancer second biggest cancer killer in the UK. The barrier is no-one wants to talk about it. It’s not a breast or a testicular cancer.
Main competitor – Beating Bowel Cancer.
I have responsibility for brand, PR, media relations, website, social media, print & design, merchandise, advertising, films and photography.
I’ve worked for in Comms for RNIB, Age UK, Action for Children, NSPCC
Brand & Comms Strategy: Questions for you
How many of you are directly responsible for the brand? (It’s part of
your work).
How many of you are directly responsible for putting together the
comms strategy for your organisation?
How many of you are involved in some way with the brand?
How many of you deliver some or all of the day to day comms work in
your organisation?
Brands typically are made up of various elements, such as:
Name: The word or words used to identify a company, product,
service, or concept.
Logo: The visual trademark that identifies the brand.
Tagline or Catchphrase: "The Quicker Picker Upper" is associated
with Bounty paper towels. Or in our case ‘We Can’
Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's
brand.
Shapes: The distinctive shapes of the Coca-Cola bottle.
Colours: Owens-Corning is the only brand of fiberglass insulation that can be
pink.
Sounds: A unique tune or set of notes can denote a brand. Intel processors.
Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven
herbs and spices for fried chicken.
Movements: Lamborghini has trademarked the upward motion of its car
doors.
Your Brand – What you’d like covered?
Starting work on a brand positioning comms strategy ensuring
integration and buy-in from across the organisation
To get a clearer picture of how to assess brand position
Branding issues, importance of logos, celebs, good PR tips
Any others?
BREAK OUT SESSION ON BRAND
Let’s get into groups and share our experiences
What are your burning issues? What do you need help and support
with? What can you pass on?
Come back and share with the room about what’s been talked
about, the successes, the challenges and any pearls of wisdom that
we can all take away.
Your Communications Strategy
Statement of intent
Current situation – PEST, SWOT, Competitor analysis
Organisational Objectives (inc. depts objectives) - SMART
Communications Objectives
Audiences & stakeholders
Messages
Your Communications Strategy
Key communication methods - tools and activities (what’s the
messages and what tools are you going to use)
Resources
Overall timescales
Evaluation and re-evaluation
Work plan (with detailed activities and timings)
Your Other Strategies (these flow from overall Comms strategy):
Social media strategy
Website strategy
PR strategy
Media relations strategy
Marketing strategy
What you’d like covered?
Check I’m on track with it as it’s currently in development
reflect and refine existing communications strategy - identify any gaps
/ weaknesses and develop plans to address. Learning from best
practice - particularly, practical tools that can be implemented within
my organisation.
About to start developing or in the middle of developing the strategy
Want a future proof and measurable strategy
Training to support hospices in this area
What you’d like covered?
Hoping to improve our existing strategy
To discover ways of making our organisation appear more appealing
to funders/general public
Ensure integration of the comms strategy across the organisation and
how staff will implement it
What you’d like covered?
how to make a strategy 'live' so that it has a real effect on how you
and others work as so often they don't
how to measure effectiveness/change resulting from it in a way that is
as low cost/resource as possible
how to manage internal demand and get internal buy-in to what you
are doing because a good strategy should perhaps also be explicit in
terms of what you are going to do less of or better
What you’d like covered?
Recommended books for further reading
How to communicate strategy with membership - especially when
they're so used to the 'he who shouts loudest wins' approach in the
past
Measuring reach and outcomes on a small scale - evaluating and
adapting your strategy.
BREAK OUT SESSION ON COMMS STRATEGY
Let’s get into groups and share our experiences
What are your burning issues? What do you need help and support
with? What can you pass on?
Come back and share with the room about what’s been talked about,
the successes, the challenges and any pearls of wisdom that we can
all take away.