Building Your Brand From the Inside Out

Maggie Wotherspoon & Ali Lyon

6th December 2012

What does

this brand

promise

you?

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Is this what

you were

promised?

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How do you discover whether

what is going on inside your

organisation reflects what your

brand promises outside of

your organisation?

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Our session

● Why measure (now)?

● What to measure

● How will you measure?

● Using the results effectively

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Why measure (now)?

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Why measure (now)?

● First, where are you on the brand journey?

− Starting out?

− Crisis?

− More of the same?

− Starting again?

● Establish a common understanding between

internal and external-facing people and senior

management

● Agree the drivers for internal audiences

● At the start – and not an afterthought!

● Learn and improve

What will you measure?

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In our sector, brand can (should?) have a broad

strategic role:

● To drive broad, long-term social goals

● To strengthen internal identity, cohesion and

capacity

And “an internal role in expressing an

organisation’s purposes, methods and values” - Kylander and Stone, Stanford Social Innovation Review, Spring 2012

What is brand for?

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7 + 38 + 55 = 100

The pink cheese!

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What will you measure?

● What tells us that our people are engaged

with and living our brand?

● How do we expect our brand values to be

demonstrated and what does that look like in

terms of behaviours?

● What is measurable vs what’s indefinable?

How will you measure?

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How will you measure?

Focus groups

Workshops

Interviews

Online surveys Paper surveys

Key:

Best for

X Less effective for

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How will you measure?

Branding your brand

measurement

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Engaging measurement techniques

The more engaging you make your measurement approach, the deeper

the thought given and the more insightful the response will be….

Pictures sorts Which image best represents who we are?

Ranking brand criteria Choose the top three criteria that best describe us?

Standing in the future What do we want our service users ,

the public, the media to be saying

about us in 5 years time?

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Engaging measurement techniques

Matching the brand identity….

Quality, Innovation, Value

Quality, Trust and Ethics

Great value, Great

service, Great choice

Great value, quality food

Using the results effectively

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● So I’ve gathered my data, what do I do next?

● Plan ahead:

− What are we asking?

− Why are we asking it?

− How are we going to look at the results?

− What do we need to have in place?

− Who is going to own this?

Measurement is about discovery, not about

confirming what we believe to be the case

Using the results effectively

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● What you need to plan for – some basics:

− Reporting formats and key metrics

− Comparisons

− Sharing the results

− Action planning

− Follow up measurement

Using the results effectively

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Use the measurement

positively to help build

your brand