your values

CREATING A VALUES DRIVEN BRAND

A presentation by Mark Cross & Paul Middlebrook

THE DONKEY SANCTUARY © 2012

HELLO


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 VALUE OF VALUES

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


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.


- CURIOSITY


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.


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’.


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%.


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


HOW DO YOU KNOW WHAT YOUR VALUES ARE?

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


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


SOME POINTERS FOR VALUES


• 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


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


POSITION UNDER THREAT


OUR PAST


OUR VALUE-EMBEDDED FUTURE


ENGAGEMENT


FINE TUNING


LAUNCH


DIFFERENTIATION


NEW BRAND INTEGRATION


CORPORATE STRATEGY


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 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


BRINGING VALUES TO LIFE – A CREATIVE

CAMPAIGN


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.


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.


ADOPTIONS



LOTS OF APPINESS


SHARED MEMORIES


ITS ALL ABOUT EMPATHY AND PHYSICAL CONNECTION!

THE RESULTS SO FAR!

ANY QUESTIONS?

THANK YOU!


[email protected] [email protected]


your values

Business

arethe donkey sanctuary

threatthe donkey sanctuary

hellothe donkey sanctuary

curiositythe donkey

pastthe donkey sanctuary

engagementthe donkey

launchthe donkey sanctuary

values important