Mark Cross, The Donkey Sanctuary, and Paul Middlebook, The Allotment Brand Design Brand development conference www.charitycomms.org.uk/events

2. CREATING A VALUES
DRIVEN BRAND
A presentation by Mark Cross
& Paul Middlebrook
THE DONKEY SANCTUARY © 2012

3. HELLO
THE DONKEY SANCTUARY © 2012

4. WHAT YOU WILL
SEE TODAY
1. The value of values
2. How this has been applied to The Donkey
Sanctuary
3. The outcomes of this approach
4. Bringing values to life – the adoption
campaign
5. Questions
THE DONKEY SANCTUARY © 2012

5. THE VALUE OF VALUES
• What are ‘values’?
• Why are they important?
• How do you know what they are?
• How do you bring them to life?
THE DONKEY SANCTUARY © 2012

6. WHAT ARE VALUES
Beliefs of a person or group, a set of
emotional rules that people follow to make
the right decisions in life, to decide what is
right or wrong, and how to act in various
situations.
THE DONKEY SANCTUARY © 2012

7. - CURIOSITY
THE DONKEY SANCTUARY © 2012

8. WHY ARE VALUES
IMPORTANT?
Values help make it easier for people to
understand you, so it’s easier to trust you.
They tell your stakeholders what you value
most. They explain what holds you together.
THE DONKEY SANCTUARY © 2012

9. WHY ARE VALUES
IMPORTANT?
They help to define the purpose of your
organisation. AND it’s your purpose that
defines your brand. It communicates the
‘Why’ rather than the ‘What’ or ‘how’.
THE DONKEY SANCTUARY © 2012

10. WHY ARE VALUES
IMPORTANT?
Your ‘Why’ is incredibly important. And the
great advantage you have is that it should
be naturally motivating, altruistic and
inspiring. We know from Jim Stengel’s study
that businesses with a purpose of improving
people’s lives outperform the market. The
top 50 by 400%.
THE DONKEY SANCTUARY © 2012

11. WHY ARE VALUES
IMPORTANT?
He identified 4 threads of success;
1. An organisational culture built around an
enlightened brand purpose
2. Communication, centred on the brand
purpose, that uses rich storytelling
3. A near ideal customer experience
4. A set of KPI’s that measure performance
and people against the brand purpose
THE DONKEY SANCTUARY © 2012

12. HOW DO YOU KNOW WHAT
YOUR VALUES ARE?
These are most often seen when there is a
crisis. Look around. What becomes the
priority?
THE DONKEY SANCTUARY © 2012

13. HOW DO YOU BRING
THEM TO LIFE?
Though storytelling. Give evidence, lead
from the front, celebrate the results of what
you achieve. Be creative.
THE DONKEY SANCTUARY © 2012

14. SOME POINTERS FOR
VALUES
• Keep them short and simple
• Make them distinctive and ownable
• Back up values with evidence and
constantly show why they are important
• Measure your brand against your value set
• Show don’t tell
THE DONKEY SANCTUARY © 2012

16. THE VALUE OF VALUES
TO THE DONKEY
SANCTUARY
THE DONKEY SANCTUARY © 2012

17. RESEARCH:
COLD; WARM; YOUNG; OLD;
STAFF...EVERYONE TOLD US
THE SAME THING.
LOVE + COMPASSION
BUT...
THE DONKEY SANCTUARY © 2012

18. THE DONKEY SANCTUARY © 2012

19. POSITION UNDER THREAT
THE DONKEY SANCTUARY © 2012

20. OUR PAST
THE DONKEY SANCTUARY © 2012

21. OUR VALUE-EMBEDDED FUTURE
THE DONKEY SANCTUARY © 2012

22. ENGAGEMENT
THE DONKEY SANCTUARY © 2012

23. FINE TUNING
THE DONKEY SANCTUARY © 2012

24. LAUNCH
THE DONKEY SANCTUARY © 2012

25. DIFFERENTIATION
THE DONKEY SANCTUARY © 2012

26. NEW BRAND INTEGRATION
THE DONKEY SANCTUARY © 2012

27. CORPORATE STRATEGY
WHERE WE
WANT TO BE
CORPORATE
STRATEGY
WHERE
WE ARE
THE DONKEY SANCTUARY © 2012
BRAND
CLOSE
THE
GAP
WHERE OUR
AUDIENCES
ARE

28. THE OUTCOMES OF THE
VALUE DRIVEN BRAND
APPROACH
THE DONKEY SANCTUARY © 2012

29. THE RESULTS
• 5% increase in donations in a market that
has fallen by 20%
• 154% increase in web traffic
• Improved engagement with all
stakeholders
• A clearer direction of our purpose and
where we are heading
THE DONKEY SANCTUARY © 2012

30. BRINGING VALUES TO
LIFE – A CREATIVE
CAMPAIGN
THE DONKEY SANCTUARY © 2012

31. COMPASSION,
COLLABORATION,
CREATIVITY
The adopted donkeys were seen 'as part of
the family' and that families are connected
together by love, devotion and lifelong
memories which are shared and cherished.
THE DONKEY SANCTUARY © 2012

32. COMPASSION,
COLLABORATION,
CREATIVITY
This led us to the big idea which we called a
'Lifetime of memories'. We wanted to bring
the adopted donkey into the heart of the
family. To make this relationship deeper,
more frequent and more enduring.
THE DONKEY SANCTUARY © 2012

33. ADOPTIONS
THE DONKEY SANCTUARY © 2012

34. ADOPTIONS
THE DONKEY SANCTUARY © 2012

35. THE DONKEY SANCTUARY © 2012

36. THE DONKEY SANCTUARY © 2012

37. THE DONKEY SANCTUARY © 2012

38. THE DONKEY SANCTUARY © 2012

39. THE DONKEY SANCTUARY © 2012

40. LOTS OF APPINESS
THE DONKEY SANCTUARY © 2012

41. LOTS OF APPINESS
THE DONKEY SANCTUARY © 2012

42. LOTS OF APPINESS
THE DONKEY SANCTUARY © 2012

43. LOTS OF APPINESS
THE DONKEY SANCTUARY © 2012

44. LOTS OF APPINESS
THE DONKEY SANCTUARY © 2012

45. SHARED MEMORIES
THE DONKEY SANCTUARY © 2012

46. SHARED MEMORIES
THE DONKEY SANCTUARY © 2012

47. ITS ALL ABOUT EMPATHY AND
PHYSICAL CONNECTION!
THE DONKEY SANCTUARY © 2012

48. THE RESULTS SO FAR!

49. ANY QUESTIONS?

50. THANK YOU!
THE DONKEY SANCTUARY © 2012

51. mark.cross@thedonkeysanctuary.org.uk
paul@theallotmentbranddesign.com
THE DONKEY SANCTUARY © 2012