creating brand ambassadors
TRANSCRIPT
Stroke Helpline 0303 3033 100
stroke.org.uk
Creating brand ambassadors Engaging staff in your brand
December 2012
Stroke Helpline 0303 3033 100
stroke.org.uk
Hello
Rachel Bhageerutty
Head of Brand & Internal Comms
Stroke Association
Stroke Helpline 0303 3033 100
stroke.org.uk
Stroke Association
36K 18K 700K
8k 10K 750
Life after stroke services Helpline Website
Volunteers Support group Staff
Stroke Helpline 0303 3033 100
stroke.org.uk
We’re going to cover
•Your staff are your audience
•Success factors
•Examples of what we’ve done
•What’s next for us
•Questions
Stroke Helpline 0303 3033 100
stroke.org.uk
Staff are people too!
• Your staff group comprises
segmentable audiences
• Create a sense of belonging
• A clear line of sight between
person and purpose
• Authenticity & proof points
Motivation:
inspiring a
person to take
action because
s/he wants to.
Stroke Helpline 0303 3033 100
stroke.org.uk
Staff as audience
•Usual rules apply
•Market research
•Find out where your
people are on
engagement spectrum
•Online survey
•Where do we want to
get to…..?
Stroke Helpline 0303 3033 100
stroke.org.uk
For Stroke Association
… we want our people to tell the stroke story with pride.
Stroke Helpline 0303 3033 100
stroke.org.uk
Be emotional
• Context & sense-making
• Articulate your beliefs
• State what’s wrong with the world
that you (and only you) can change
• Authentic key messages
• Root everything in your values
Stroke Helpline 0303 3033 100
stroke.org.uk
Beliefs & key phrases
We believe in life
after stroke
We change the world
for people affected by
stroke
Stroke is preventable,
treatable and people
recover. Stroke is the killer
disease we’ve
ignored for too long.
We need to change
the way we think
about stroke
Example
Stroke is one of the UK’s biggest killers and the leading cause of
disability. Far too many people don’t understand stroke or think
it’ll ever happen to them. Stroke is one of the greatest health
challenges we face today.
Stroke Helpline 0303 3033 100
stroke.org.uk
Show don’t tell
• Staff insight identified our
values
• Values form thematic dialogue
• Successes as proof points
• Value-related ‘thanks’ &
recognition
• CEO very good at relating
actions to values (joining the
dots)
Stroke Helpline 0303 3033 100
stroke.org.uk
Your top team
• Your most influential
communication channel
• If they don’t exemplify the
brand, why should anyone
else?
• Brand as part of strategic
narrative & context
• Visibility
Stroke Helpline 0303 3033 100
stroke.org.uk
No more brand police!
• Brand champions
• A development opportunity
• For specific areas & general
• Responsibility & sign off
• Brand as springboard not
strait jacket
• Annual brand audit
Stroke Helpline 0303 3033 100
stroke.org.uk
• Be social
• Enable your people to
tell the story in their
own words
• Provide a platform
• I make a difference
• Make the brand their
own
Be a conduit
Stroke Helpline 0303 3033 100
stroke.org.uk
Action on Stroke Month
• Localised
• Customised
• People-powered
• Belonging
• Shared purpose & focus
Stroke Helpline 0303 3033 300
stroke.org.uk
What worked well
• Regional staff conferences
• Directors’ road shows
• Dragons’ Challenge
• Pub conversations
• Action on stroke month
• Staff engagement
workshops for fundraisers
Stroke Helpline 0303 3033 300
stroke.org.uk
What’s next?
• More integration with HR & training
- induction
- objectives & appraisals
• Capacity building with brand champs
• Donor thank you day
• Assess commitment between
cause & organisation