creating brand ambassadors

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Stroke Helpline 0303 3033 100 stroke.org.uk Creating brand ambassadors Engaging staff in your brand December 2012

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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

[email protected]

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

Since rebranding

9 Campaign of the week

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

Brilliant brands…

… are all about

people with

passion

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