Forster Acevo Pres 28 Nov 08
18
YOU PROMISED The importance of setting and shaping your brand and communications
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presentation on communications stratregy given at ACEVO conference on 28 November 20087 by Peter Gilheany
Transcript of Forster Acevo Pres 28 Nov 08
YOU PROMISED
The importance of setting and shaping
your brand and communications
It matters what people think
People must think differently …
… if the world is to change for the better
It’s your promise
• Oxfam promises to deliver the world from poverty
• Mencap promises to deliver lives worth living to
people with learning disabilities
• Fairtrade Foundation promises to deliver decent livelihoods to farmers in the developing world
Your promise is your brand
Your strategy …
… puts your promise at the heart of your activity
Articulate why you deserve people’s trust and commitment.
Then sell it to others
Good communications
• Clarity and consistency
• Collaboration
• Connections
What motivates people to engage?
VisionI share their vision
Immediate environmentIt will make a difference to me
CapabilityThey have shown they can
Increasing need for
tangible rewards
Increasing loyalty
Specific actionMy money will make a difference
BeliefsI believe in them
Your brand is not your logo
Identify the issueIlluminate the idea
Influence the impact
Macmillan
The Royal Parks
Samaritans
More than a logo
Promise
Consistency
Culture
Creativity
Collaboration
Clarity
Credibility
Context
Cause
