Bringing brand to life

Mike HopwoodBrand & Creative Development Manager. RSPB

BrandFor some it’s a

prickly subject

What’s

brand

got to do with

me?

To get 1,500 staff & 18,000

volunteers in 15 regional offices

and on 200 reserves to understand

how great brand can be as crucial

to saving nature as great science.

The challenge

A Brand Reboot – a series of two-day,

UK-wide workshops running parallel to the

brand development

200+ selected staff from all levels and

areas of work.

Build champions that can cascade and

‘own’ RSPB brand and the need to change.

The approach

Not just the goodfellasUse the negative energy

Role descriptionsA framework for brand advocates

• Brand Champion

• Brand Advisor

• Brand Advocate

Change! Brand!A pre-workshop Questionaire

• Interference in my work objectives

• Wasting money on brand stuff

• More change for changes sake

• Fear of losing existing support

but also

• Fear of doing nothing

Some ‘Light bulb moments’

• Create the environment for ‘light bulb’ moments that build and re-enforce the need to change

• Demonstrate more than teach

• Balance emotional hits with sound science/research

‘Light bulb 1’ Why change?

• External forces

• Urbanisation

• Disconnection

•The need to engage new audiences

‘Light bulb 2’

The perception

reality

“It’s all about

the birds baby”

What we

need is

a clear

proposition

Light bulb 3.

Individual success – combined failure

Exploring brand values

Dynamic

Inspiring

Sociable

Knowledgeable

Tools and takeawaysFirst phase cascade products – Brand neutral

How we express

the brand

Propositions

researched

Brand model

Putting change in contextA short animated film

Other support materials

• Change curve Elisabeth Kubler Ross

• Audience pen portraits and definitions

• Persuasion tips 50 secrets from the science of persuasion

• A clear timeline to plan towards

Sharing wisdomIntranet forum and share site

What happened next?

• Second series of workshops

to 120 Brand Advisors

• They then deliver

brand roll-out ‘locally’

• Ongoing, All new

staff receive brand

induction

Thank you

Any questions?

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

Conference

2 July 2015

London

Brand development:

building a brand that

deliversSponsored by

WiFi: RRPN1

Password: kmrhja12

#charitybrand