3b - the importance of branding - paul breckell & emma harrison
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The importance of branding
Paul Breckell and Emma Harrison
Who are we?
We’re the charity working for a world where hearing loss doesn't limit or label people, where tinnitus is silenced – and where people value and look after their hearing.
100 years of evolution
2009
Strategic review“…we are convinced that the only way people will make adjustments for people who are deaf is if they appreciate and value their own hearing.”
Our vision “a world where deafness or hearing loss do not limit or determine opportunity, and where people value their hearing.”
Insight
awareness
Only 4% of the general public spontaneously mention RNID / Royal National Institute for Deaf People.
“There’s a deaf one,
isn’t there?“
Comprehension
Public Supporters InfluencersProfessionalsService users
Confusion
Value placed on hearing loss
General public don’t think about their hearing. Can’t imagine what difficulties it would cause to lose it.
Our supporters who’ve lost their hearing want us to tell other people how awful it is so they can prevent it for themselves.
... “Don’t they have those dogs who can answer
the phone?”
Next steps
•New Corporate identityStep 1.•Brand positioning strategyStep 2.•Productisation of assetsStep 3.•Advertising campaignsStep 4.
Step 2 – brand positioning
A value proposition
Emotional
• The USP and added value which drives engagement
Rational
• Hygiene factors that allow you the right to play
Brand modeling
Proposition
Positioning
Infrastructure
Key messages
Reasons to believe
Currently working with strategic agency to establish our positioning strategy, brand model and fundraising proposition
Step 3 – productisation
The spectrum of need and provision
Who they areWhere they are
What their need isOur role in satisfying that need
The best way to make and maintain contact them
Protection
Four million
Two million
Deaf (BSL/English)
Dual diagnosis
Step 4 – integrated advertising
Integrated planning - regionally
Audience + key message(s)
Brand strategy
Integrated delivery
Action on Hearing Loss
Town- Regional strategic partner- Advertising campaign- Integrated delivery
The integration onion
Support core
campaign message
e.g. Check your hearing (for over 45s in Bristol), roll out specific ad and PR tactics
e.g. GP campaign ,Hearing Health at Work
e.g. Inform local trusts or MPs in Bristol about the local campaign
e.g. holding FR events, collections, talks at the same time in Bristol to utilise the heightened awareness
User journeys and missions
Our value to the user The users value to our organisation
protection
diagnosis
support
customer
volunteer
donor member
Flex of the new identity
Age related hearing loss campaign: isolation
Are you isolated from someone or are they isolated from you?• Targets age related hearing loss segment• Emotional execution that plays on the sense of loss• Can be talking to the sufferer and/or friends and family
Protection campaign: damage
Would you do this to your ear?• Aggressively targets a young
urban demographic• Primarily protection
message• High impact shock value• Uses fashion photography
with the harder metaphorical portrayal of damaging your hearing
MONITORING SUCCESS
• Quarterly monitoring
• Backed by detailed KPIs
• On going testing of applications of our corporate identity:
FundraisingAdvertisingBrand awareness
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People acknowledge their hearing loss and take action
1. Promote early action on hearing lossto the ‘four million’
GREEN
2. Campaign for high-quality and accessible audiology services
GREEN
3. Make sure that everyone has access to the information they need to take action
GREEN
4. Empower people who are deaf with additional support needs with choice, control and independence
AMBER
5. Make sure that people with hearing loss or tinnitus have access to information, advice and peer support
GREEN
People with hearing loss are supported
No-one is isolated through hearing loss
6. Make sure that people who are deaf have access to communication support and technology
AMBER
7. Target organisations to be more accessible to people with hearing loss
GREEN8. Find a cure for hearing loss and tinnitus
AMBER
People protect their hearing
9. Find ways to protect hearing and prevent tinnitusAMBER
10. Promote the benefits of valuing and protecting hearing GREEN
How must we work to deliver?11. Use effective, joined up and customer focussed systems and processes
GREEN
14. Encourage a culture that mirrors our operating principles and values
GREEN
12. Deliver a nationally recognised brandAMBER
13. Make sure our property meets the organisation’s needs
AMBER
15. Sustainable volunteeringGREEN
16. Deliver a membership strategy that expands and engages our members
AMBER
17. Fund the organisation to deliver our strategy
RED
18. Be guided by objective social and marketing research
GREEN
Ultimate aims 1-3
Charitable Impact
1a) Credible biomedical research
GREEN
1b) Availability of communication
servicesAMBER
1c) High quality care and supportAMBER
1d) Providing effective
informationAMBER
1e) Provide effective assistive technology
GREEN
Strategic Health Check
Customer and beneficiaries
2a) Beneficiaries engaged
GREEN
2b) Supporters engagedAMBER
2c) Brand awareness and perception
RED
2d) Effective partnerships/ coalitions
GREEN
Core processes
3a) Effective campaigningGREEN
3b) Quality of social researchGREEN
Financial Results
4a) Maintain free reserves position GREEN
4b) Service viability/sustainability
AMBER
4c) Sustainable voluntary income
AMBER
People and knowledge
5a) Level of staff effectiveness
GREEN
5b) Quality of leadership
GREEN
5c) Horizon scanning and intelligence
gathering AMBER
5d) Quality of knowledge management
AMBER
Ultimate aim 4
LESSONS LEARNT
• The importance of research
• Leadership backing and good project management
• It impacts on the whole organisation
• External and internal communication are both vital
• We are still learning! – the importance of on-going testing
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