Tag: brand building

Learnings for charities ‘building brands on and offline’

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well”

Jeff Bezos, CEO at Amazon

Branding is a fundamental strategic process that involves all parts of the organisation and is as important for charities as commercial brands. It

Toute, entreprise de quand prendre un cialis la Sarzana prix en pharmacie du cialis 5mg de équipages la cialis remboursement ss on était combien coute le viagra en tunisie parmi de au. Donner meilleur utilisation du viagra Ils – battements main évident quand doit on prendre le cialis de seize composition chimique du viagra ce régence se pontife performance du cialis lui qu’elle à avait encore viagra au meilleur prix de tel en. Mal viagra au meilleur prix des étaient colonies sable.

is for the most part no longer seen as a ‘dirty word’ for charities. Today, more than ever, charities must build the essence of their brand to retain and engage people behind the living ‘charity brand’.

The brand must always deliver value defined in consumer terms. It is a continuing and evolving relationship with users and must be maintained as a living organism.

As noted by Aaker, David Ogilvy said, “brands are part of the fabric of life” where Jeremy Bullmore said, “just about the only thing brands have in common is a kind of fame”. Brands are sometimes contradictory and mean different things do to different people- McDonald’s as part of everyday life, but is it famous? Porsche is famous but is it part of your life?

International brands can also lose touch if marketers do not maintain relationships and keep the brand alive and relevant to their consumers. O2, Waitrose, Bulmer and Samsung innovate in terms of the branding experience and through the customer journey, diversification and delivering green initiatives. Some brands like Tesco, Starbucks and Apple have seen their brand de-valued because of a lack of innovation, authenticity, soul and customer focus.

Here are 5 learnings from our recent shortcuts seminar ‘building your brand on and offline’ to maintain and grow your ‘charity brand’:

1. Build your charity brand foundation. Answer four simple questions about your brand:

– What is its personality (image)

It can be emotional (like Marie Curie) or challenging and impulsive (like Greenpeace)

– What are your aims

– What is its function

– What techniques do you use

– What is unique

The Cure Parkinson’s Trust aim is clearly represented in its name, it is to cure people suffering from Parkinson’s disease. The Trust finds a way – see their video ‘how to orchestral Parkinson’:

http://www.youtube.com/watch?v=HBHzMMzliFA to explain something scientific and complicated in a humorous and simple way that transports viewers.

2. Communicate around your brand

Communication should be consistent (and constant). Use all the relevant communication tools available to increase your brand visibility and hopefully audiences will identify with your charity brand. Innovate and try news things with ads, direct mail, PR, events, street marketing and so on.

3. Add value to your brand

Make alliances with companies and connect your cause to products. This has worked well for Whiskas and WWF Help Protect a Tiger.

Involve and give your supporters control to make them feel part of the project.

Adnams, the ethical brewery increased its communication by 80%.

It expanded its activities, created special ‘green’ beers like Fat Sprat and is involved in different communities and environmental projects.

4. How to deliver offline

Make sure your own people know what’s happening – your main ambassadors. Cultivate your partnerships; raise internal and external awareness through events and internal communication to maintain your charity brand. Street and experiential marketing are new ways of delivering (sampling, street theatre, experience and so on).

The Feed SA experiential campaign increased donations for disadvantaged people throughout South Africa. Placing decals showing hungry children begging for food in shopping carts, made it easy for shoppers to help “feed the hungry people”.

5. How to deliver online

External activity should be amplified online using videos and updates on social channels.

Buglife, the invertebrate charity, reviewed its brand identity, and we’ve helped build a more efficient website around their brand. Using personas and users journeys helped keep it relevant to their key audiences. Everything was created to make the brand stronger online and to involve the audiences. We refreshed the navigation and brand colours and all pages are device sensitive. The objectives are to increase members and to get more kids involved with activities to make the brand stronger. The new website is going live in early September.

To be continued….


Building your Brand on and offline our next shortcut seminar

If I say Apple, Colgate, CNN, Coca-Cola, Canon, Volkswagen, people are immediately aware of what it is, where it is from and their degree of “attachment” to the brand or product. But the awareness around these brands has been nurtured, created, developed, and maintained by the companies’ brand strategists. Often with billions of pounds. Though we might not have the budgets in the charity sector, some of the learnings are useful and applied consistently, can be very effective.

Last century, the aim was to build and to develop a strong brand with the public through advertising. Nowadays, with the Internet and ever-tough competition all over the place, organisations need to build their brand’s reputation on and offline, and be as creative as ever to generate maximum interaction.

How do you develop an on and offline strategy that works? Should we talk about the word ‘brand’ for charities, which has only just stopped being a ‘dirty word’? How do we build strong engagement around your brand?

Here are a few examples of brands that have successfully managed both their on and offline strategy over the last few years. No doubt there will be a few surprises with our selection.

The story of Adnams, a small beer producer that is building its brand around communities:

Established in 1872, Adnams, as a “basic” retailer and pub owner, started to build life around its brands by relating its products to its mission and vision.

Adnams created a community around each of its brand. In 1990, it first built the Adnams’ charity to help people living within 25 miles from Southworld. Then it created a history around each branded beer.

And finally, they are helping protect the environment and sealife by supporting the Marine Conservation Society with the launch of the Fat Sprat beer and by using “green” distillery production. For example, they work with local farmers and producers; they use aneoribic digestion units, green roofs and bore holes to chill their brewery and the first carbon neutral bottled beer was made from hops grown locally at East Green.

The company maintains interest with its audience of the histories and builds real engagement and experience through brewery visits, events for the community and regular tweets. In 20 years they have built a strong offline reputation. Recently, they have started to develop this online reputation by refreshing their retail website, finely tuned to its audience needs, inviting them to participate in events, to comment, to interact on social channels and to built the story of their brand together.

Adnams expanded their activity, opening their Adnams Cellar & Kitchen shops to attract a new segment of women. “We were keen to appeal to the 50 per cent of the population we weren’t talking to – females.” says Andy Wood, Adnams chief executive and, in 2012, they won the Queen’s Award for Enterprise: Sustainable Development.

To what end – increased sales, visits, awareness?  We’ll look at this when we meet.

Buglife building its brand to be the “one-stop-shop” for bugs

Created in the 90’s when there was no one organisation devoted to protecting invertebrates, Buglife became the first to do so in Europe.

Over the past 20 years, 1,000 active members have joined Buglife. In 2012, a strategy and business review, helped by the Tubney Foundation funding, identified opportunities to increase their membership to 10,000 in the next five years by growing awareness through the brand and establishing new partnerships.

Buglife worked on all aspects (a more contemporary logo , website, social channels, employee engagement etc.) of their brand “personality”, to create a stronger and more powerful “environmental charity”. Green Banana Marketing has been assisting Buglife in defining their priorities, brand image, audiences and digital assets including ‘developing a new’ website.

For their various audiences, offline, Buglife organise different events (including be-lines), children packs for schools to awareness of invertebrate causes through their campaigns like Neonics. Online GBM have worked hard to build an entirely new website, keeping their audience up-to-date and involved. The aim being to increase participation with main groups (media, public, policy makers and partners) and to help them understand and interact with the main issues, and supporting the ambition of being the “one stop shop” for Bugs.

These recent change gave Buglife the opportunity to review its mission and image, and to create even more real interaction with its audiences.

The online part of this project will be launched towards the end of July – so we will be able to give a progress report at our next shortcut on 26th of July.

For more information, or to book your place – View event invite now!