Mark Waddington, Hope and Homes for Children Brand development conference www.charitycomms.org.uk/events

1. DNA
Branding
Mark
Waddington
October
2013

2. A
dose
of
humility
“Good
judgement
comes
from
experience
…
…
and
the
most
useful
experience
comes
from
bad
judgement”

3. DNA
branding

4. Sequencing
Brand
posi;on
and
characteris;cs
Developmental
a>ributes
Internal
commitment
Func;onal
a>ributes

5. Brand
characterisBcs

6. Developmental
aEributes

7. Being
catalyBc

8. FuncBonal
aEributes

9. Internal
commitment

10. Year
1:
some
results
1. The
way
in
which
we
communicate
has
changed.
2. Engagement
of
new
strategic
partners.
3. Investment
funding
secured.
4. Award
winning
website.
5. Staff
survey
results
…..

11. Internal
commitment

12. Back
to
brand
posiBon
Ins;tu;onal
care
damages
children,
families
and
society.
It
is
an
injus;ce
that
violates
children’s
rights.
It
is
unacceptable
and
unnecessary
...

13. …..
because
…..
we
have
an
alterna;ve
that
delivers
be>er
outcomes
for
children.
And
this
alterna;ve
is
more
cost-­‐effec;ve.

14. DNA
branding:
what
have
we
learned?
Brand
posi;on
and
characteris;cs
Developmental
a>ributes
Internal
commitment
Func;onal
a>ributes

15. One
of
our
biggest
learning
points
…..

16. Thank
you!
And
any
ques;ons?
mark.waddington@hopeandhomes.org