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TTIPEC: Rebranding

Presentation on how to an organizational rebranding, led by Mame Annan-Brown of Results for Development

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TTIPEC: Rebranding

  1. 1. Building a Powerful Brand TTIPEC Peer Learning Session July 29, 2014 Mame Annan-Brown Results for Development Institute Chief Communications Officer
  2. 2. Agenda 2 | R4D.org  Introductions  The importance of defining your brand  What is your brand?  8-Step Guide to building a powerful brand  Q&A
  3. 3. The importance of defining your brand amid the shifting think tank landscape 3 | R4D.org 1. Policymakers in Africa are facing a number of critical policy choices. 2. Africa is going through major structural transformations - think tanks are playing an even more critical role. 3. Governments and civil societies are facing the challenge of making the right decisions in an increasingly complex context. Growing Influence Funding and  Independence  Outreach  Voice of America, Feb. 2014
  4. 4. What is your brand? 4 | R4D.org
  5. 5. What is your brand? 5 | R4D.org  In its simplest form your “brand” stands for your reputation.  Your brand is “not” your name, logo or tagline, but a combination of emotions and facts about your organization.  The best brands are defined by clarity of purpose.
  6. 6. 8-Step Guide to Building Your Brand 6 | R4D.org
  7. 7. Step 1 Step 2 Step 3 Step 4 Ask the hard questions Assess your brand assets 8-step guide to building your brand Build buy-in and identify needed changes 7 | R4D.org Step 5 Step 6 Step 7 Step 4Step 8 Build your team Create a project plan and execute Launch your brand! Fine tune and review Decide what “type” of rebrand you need
  8. 8. STEP 1: Ask the hard questions Look at your brand with brutal honesty and ask yourself: 1. Is it no longer relevant to your core audience? 2. Is it no longer relevant to your ethos, mission? 3. Is it causing you to lose bids? 4. Is it stopping you from winning new partnerships? 5. Have you outgrown it? 6. Are you unsure of what it stands for? 7. Is it no longer giving you a distinct identity? 8. Is it looking tired against the competition or just in isolation? 8 | R4D.org
  9. 9. Case in point: R4D’s rebrand process 9 | R4D.org  Timeframe: 6 month process (March 2013 – Sept 2013)  Investment: $30,000 USD  External firm: Orange Element “R4D is a young, nimble organization that has had remarkable growth. R4D is punching above it’s weight and the brand should reflect that boldness.” – R4D Brand Focus Group Respondent, 2013
  10. 10. Case in point: R4D’s rationale for rebrand  R4D launched new brand in 2013.  Impressive organizational trajectory since 2007.  Rapid growth of R4D’s reputation and programs.  R4D brand was lagging behind the organizations work and impact. R4D’s brand did not match it’s growth, impact and culture  10 | R4D.org
  11. 11. STEP 2: Decide what “type” of rebrand you need 11 | R4D.org  Partial rebrand: Simple changes to the your logo the leave it recognizable stakeholders while attracting new ones.  Full rebrand: Major changes to the visual identity, and public image or your organization.
  12. 12. STEP 3: Build buy-in + identify needed changes  You can conduct research on several levels to identify the specific changes that your company needs to make to rebrand. 1. Poll employees 2. Ask for feedback from external stakeholders 3. Conduct research using surveys or focus groups 4. Get leadership on board by sharing outcomes of these surveys 12 | R4D.org  Gleaned internal and external perspective from key audiences  Held 1 internal staff brand workshop  7 focus groups and 1 external stakeholder survey  In total, consulted 80+ people R4D
  13. 13. Case in point: Sample R4D focus group questions 1. What tone do you believe should be portrayed in the brand – what adjectives/action verbs come to mind? 2. Looking ahead 10-20 years into the future, what personality trait would you want the organization to be most recognized most for? 3. Of your competitors brands, which do you admire most or the least? 4. When talking about your organization to external audiences, what aspect do you find is easiest to talk about? What most excites you? Can you describe distinct attributes or WORDS that illustrate this excitement? 13 | R4D.org Gauge internal  and external  perspectives
  14. 14. STEP 4: Assess your brand assets What brand assets do you have? What do you need to create? 1. Mission statement 2. Value proposition 3. Key audiences 4. Organizational values 5. What your brand stands for now 6. What you want it to stand for 7. Elevator speech 14 | R4D.org
  15. 15. STEP 5: Build your team Build external team: TOR/RFP process 1. Set a realistic budget and timeline based on other think tanks’ projects. 2. Give yourself 1-3 months to source RFPs – source at least 4 prospect vendors. 15 | R4D.org Build internal team: 1. Identify people in your organization who have influence and who can help you drive through decisions, e.g. your CEO, Executive Director or Board Chair.
  16. 16. Top 3 tips for the brand RFP process 1. Outline the top branding challenges you are facing and ask external vendors to suggest a solution in the RFP. 2. Select at least 2 finalists and ask them to bring their team to meet you in person to pitch their RFP. Chemistry and likeability is key. 3. Go for process and experience over flash. 16 | R4D.org Check-List of Deliverables for Full Rebrand: Logo, Branded Materials and Templates, Brand Tenets/Attributes, Brand Guidelines, Website Mock-Up, Elevator Speech/Tag Line
  17. 17. STEP 6: Create a project plan and execute  Create a project plan jointly with your internal team and/or external agency you choose.  Closely manage the project plan and communicate to staff the high-level timeline.  Consult with your internal team, as needed, along the way. Make sure you plan the required touch points to get buy-in and decisions made smoothly. 17 | R4D.org
  18. 18. 18 | R4D.org  Create an internal roll out-strategy  Develop brand launch staff presentation and/or event.  Create a knowledge management process.  Create an external roll-out strategy  E-mail communications to external stakeholders.  Create a “Top 100” list of stakeholders.  Recruit peers and partners to promote your brand  Time your brand launch for a special event – anniversary, major event or convening. STEP 7: Launch your brand!
  19. 19. 19 | R4D.org  New R4D office design  Refreshed online footprint  New print materials  Use of project photography to showcase R4D’s staff and work  Brand tenets Case in point: R4D’s brand launch Sept 2013
  20. 20. 20 | R4D.org Case in point: R4D office redesign DYNAMIC  EFFECTIVE  INVENTIVE  DIFFERENT  PROBLEM  SOLVERS   GLOBAL   R4D  brand tenets 
  21. 21. 21 | R4D.org Case in point: R4D materials and campaigns
  22. 22. STEP 8: Fine tune and review  Now that your new brand has launched get stakeholder feedback (within 3-6 months of launch).  Do periodic reviews of your brand assets.  Enjoy your new brand but don’t be complacent. Periodically step away and return to STEP #1, asking the hard questions. 22 | R4D.org
  23. 23. Q&A 23 | R4D.org

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Presentation on how to an organizational rebranding, led by Mame Annan-Brown of Results for Development

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