Building your

BRAND

Suzanne Fellay

Strategic Communication Director

A strong partner

Head of communication and fundraising at

Handicap International Switzerland (2004 - 2006)

A strong partner

Opening mind journey,

starting with some

fundamentals

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A brand is not a logo

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A brand is not an identity

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A brand is not a product or service

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A brand is not a mission, a promise or a statement

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A brand is not advertising

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What exactly is a brand ?

A strong partner the healthcare field (corporate and institutions)

© NEUTRONLLC

A strong partner the healthcare field (corporate and institutions)

Simplicity and

design are the

ultimate

sophistication

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A brand is not what you say it is.

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A brand is what they say it is.

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Everyday, people take hundreds

of decisions based more on how

they feel than on logic.

A strong partner the healthcare field (corporate and institutions)

© NEUTRONLLC

A strong partner

TRUST

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© NEUTRONLLC

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Any brand can be charismatic,

even YOURS.

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A strong partner

1. DIFFERENCIATE

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Your brand personality

Unique = positioning

Intangible = perception

Single-minded = description

Motivating = experience

Meaningful = evidence

Consistent = recognition

Authentic = credible

Sustainable = no change

Scalable = growth

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© PAUL ISAKSON

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2. FOCUS

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A strong partner The focus test

1. Who are you _______________________________

2. What do you do ____________________________

3. Why does it matter __________________________

A strong partner Porsche yesterday = sport cars Focused

Porsche today = sport cars + SUV Focused ?

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3. SHARE

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© NEUTRONLLC

A strong partner

© PAUL ISAKSON

A strong partner

A great brand is a GREAT

STORY to share

A strong partner Stop campaigning,

start committing.

A strong partner

© PAUL ISAKSON

A strong partner

© PAUL ISAKSON

A strong partner

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A strong partner Start looking at your marketing

as a progressive story instead of

regular campaigns.

A strong partner Forget about controlling the

message.

A strong partner Brand communication model:

from monologue to dialogue.

Are you ready?

A strong partner

© TORSTEN HENNING HENSEL

A strong partner

© TORSTEN HENNING HENSEL

A strong partner In the age of conversation,

attention is becoming key

© TORSTEN HENNING HENSEL

A strong partner Become a facilitator: offer

individuals a platform where they

can get active themselves

A strong partner Follow what people say about

you, it can be your next story

© TORSTEN HENNING HENSEL

A strong partner The whole world can see what

you do and can support you

A strong partner Organize your messages

A strong partner Time for a great and successful

case, isn’t it?

A strong partner

A strong partner

© TORSTEN HENNING HENSEL

A strong partner

© TORSTEN HENNING HENSEL

A strong partner

© TORSTEN HENNING HENSEL

A strong partner

© TORSTEN HENNING HENSEL

A strong partner

© TORSTEN HENNING HENSEL

A strong partner Commitment creates brand

loyalists

Thank you.

Any question?