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About this event
Brand 360: developing your brand strategy
Filmed 20 May 2020
We all know that a brand is much more than just a logo, right? Yet all too often brand is put in the “visual identity” box. Earlier this year third sector press coverage urged charities to invest in fundraising over branding, demonstrating the continuing lack of understanding around the strategic role of brand.
Your brand strategy should run through everything you do, from your products and services to your marketing communications. It should be your guiding compass for decision making. and behaviour, building trust and inspiring loyal support in your cause. This event will explore brand as a strategic tool across all parts of a charity from fundraising and communications to customer experience and campaigns.
Topics we’ll cover include:
- The role of brand as a strategic tool and how to get the support of colleagues
- What makes up a brand today?
- How are brands responding to the current crisis and what actions can we take to make our brands stronger?
- Developing your brand strategy and positioning
- Consistency vs flex – making brand work across your organisation
14.20 - 14.30
Welcome and housekeeping
Whether good or bad, the actions of brands will be remembered long after lockdown has lifted –according to an Edelman report exploring public trust. In this session, we talk to leaders about how their brand is flexing during the crisis to reflect the changing needs of audiences and their organisations. We’ll look at how brands can stay relevant, trusted and ask for support during these uncertain and changing times. We will also be asking our speakers how their organisations are planning for the post-pandemic world.
Helen de Soyza
Branding has always been about making an emotional connection. Much more than just a veneer, brands can change how we think, feel and act. Today, Dan will share some of the most significant shifts we are seeing in charity branding from purpose and sustainability to regeneration, system one thinking and brand leadership. He will also apply them to brands from his everyday life to examine how a leading brand strategy can change perceptions and actions, via products and services, behaviour and experience, as well as look and feel, visual and verbal identity.
Building on the panel discussion and Dan’s talk, Max will look at theories and models of brand positioning to help you identify what your brand positioning and brand should achieve and the tips sand tricks of how to do this. Max will illustrate this deep behind the scenes dive into Spencer du Bois latest award winning work including Home-Start, Fight for Sight and Send A Cow. He’ll try to work his way through the fads and trends, bottoming out the ‘myth-understandings‘ on topics like Purpose, Differentiation the Audience Insight.
Max du Bois
Launch of prerecorded resources and close to live proceedings
Parkinson’s UK launched an award-winning brand, together with a new corporate strategy, in 2010. After record growth the brand strategy slowly reverted into brand guidelines with little corporate alignment. In 2019, Parkinson’s UK launched a rebooted brand strategy – something that better encapsulated their corporate ambition and aligned to a new business strategy which launched this year. Today they’ll share how they did it – and why other charities should too.
With 190 independent Home-Starts across the UK, each with its own comms function, leading a UK-wide rebrand was no mean feat. Before Home-Start UK launched its new brand in 2019, it wasn’t effectively communicating the urgency and importance of its vital early years support services. After months of workshopping up and down the country to understand the views of local Home-Starts and external audiences, Matt led the implementation of a new brand across the Home-Start network. In this talk, we’ll hear the inside story including Matt’s top tips for taking people with you on your rebrand.
A brand is much more than just design. Your brand should run through your whole employee and customer experience, connecting people to your brand emotionally. It should have a clear purpose and make a meaningful difference to people’s lives, enabling you to flex, scale, transform and grow commercially. Today, Alex will share the power of brands to connect with people to inspire growth, drawing on examples including Deliveroo and Airbnb.
The conference is kindly sponsored by:
Spencer du Bois are the brand consultancy for social change. They work with organisations that tackle society’s toughest challenges. From preventing suicide to fighting childhood inequality, from disrupting international development to driving sustainability, from transforming later life to helping unheard voices roar. Doing great things for good people, they build brands that assert purpose to challenge attitudes, change minds and inspire action.
Dan Dufour is a senior creative brand strategist and specialist in building brands with purpose. Best known for CharityComms Brand Breakfasts and his award-winning work across all corners of the charity sector from Shelter and Parkinson’s UK to RSPB and Scope. Dan loves defining brand strategies with clarity, writing emotive brand stories with people at their heart, and bringing them to life through visual identity and tone of voice creation. He leads brand development at board level, crafts brand strategies and stories, then brings them to life by collaborating with a talented creative community to get the best results for your brief.
Who is this for?
This event is for charity brand managers looking to develop or sharpen their knowledge around brand strategy. Talks will be suitable for a range of budgets.