www.charitycomms.org.uk/events

1. VISION
MISSION
& VALUES
Dan Dufour, Senior Brand Planner
The Good Agency
dan.dufour@thegoodagency.co.uk
www.thegoodagency.co.uk

2. A little bit about me…
Dan Dufour, Senior Brand Planner
The Good Agency
dan.dufour@thegoodagency.co.uk
www.thegoodagency.co.uk

3. Match the vision with the brand
The Earth’s Favourite Little Healthy Food and
Drinks Company

4. Match the vision with the brand
The Earth’s Favourite Little Healthy Food and
Drinks Company

5. Match the vision with the brand
“To bring inspiration and innovation to every
athlete*in the world”
* If you have a body, you are an athlete.

6. Match the vision with the brand
“To bring inspiration and innovation to every
athlete*in the world”
* If you have a body, you are an athlete.

7. Match the vision with the brand
"Our vision is to be earth's most customer centric
company; to build a place where people can come
to find and discover anything they might want to
buy online."

8. Match the vision with the brand
"Our vision is to be earth's most customer centric
company; to build a place where people can come
to find and discover anything they might want to
buy online."

9. Match the vision with the brand
"To be the company that best understands and
satisfies the product, service and self-fulfilment
needs of women - globally."

10. Match the vision with the brand
"To be the company that best understands and
satisfies the product, service and self-fulfilment
needs of women - globally."

11. Match the vision with the brand
To end cruelty to children in the UK.

12. Match the vision with the brand
Cruelty to children must stop. Full Stop

13. Match the vision with the brand
We believe that everybody needs a home in
a place they can thrive. Our work won’t stop until
there is a home for everyone.

14. Match the vision with the brand

15. Match the vision with the brand
A just world free from poverty.

16. Match the vision with the brand
A just world free from poverty.

17. Freedom
Human
Rights

18. Freedom
Human
Rights

19. Performance
At our heart is a focus on performance that earns us the right to grow.
Innovative
We are innovative, behaving in a way which takes full advantage of the rapid
development and application of know-how, including new ideas, processes and
knowledge.
Progressive
We will be a company that never stands still, a company with a dynamic
leadership continually searching for new ideas and better ways of doing things,
a company that is open, inclusive and diverse.
Green
We will be an environmental leader, demonstrating social responsibility in all
that we do and a concern for the environment in its broadest sense.

20. Performance
At our heart is a focus on performance that earns us the right to grow.
Innovative
We are innovative, behaving in a way which takes full advantage of the rapid
development and application of know-how, including new ideas, processes and
knowledge.
Progressive
We will be a company that never stands still, a company with a dynamic
leadership continually searching for new ideas and better ways of doing things,
a company that is open, inclusive and diverse.
Green
We will be an environmental leader, demonstrating social responsibility in all
that we do and a concern for the environment in its broadest sense.

21. Products and services Environment
The brand axis
Behaviour Communications

22. An essence distinguishes the brand
HOPE
ACTION
HAPPY
SAFETY
FREEDOM
INDULGENCE

23. What is a brand?
A brand is a set of ideas, images and associations that people carry
around in their heads about companies, products, services or even
charities. In other words it is an expression of who you are and
what you do, as well as what you say and how you look.
“A brand is the space
you occupy in
someone's’ mind”
Anita Roddick

24. Tone of Voice Photography
& Illustration
Positioning
Statement Typography
Strapline Colours
Name Logo
Verbal identity Visual identity
Values
Mission
Vision

25. The elements that make up a brand platform
Vision Values
Mission
Purpose Proposition
Promise
Personality Positioning
Essence
Behaviours

26. Brand models

29. The elements that make up a brand platform
Vision:
Your reason for being, based on recognised and unrecognised customer needs and desires.
An audacious statement, the vision articulates the brand’s aspirations, frames its long-term
ambitions and essentially captures its point of view on the world.
Mission:
A statement that describes how the vision can be accomplished, embodying practical business
goals. It is ambitious yet achievable over time, and generally reassessed as markets change
and the company grows.
Values:
The tenets that guide an organisation’s relationships - with employees, consumers, the media
and so on – thereby capturing the spirit of the brand and reinforcing the vision and mission.
In the same way that individuals’ morals and ethics form their behaviour, core values, remain
constant in the face of changing marketing strategies.
The Economist: Brands and Branding, Rita Clifton and John Simmons, 2003

30. The elements that make up a brand platform
Vision:
A sentence that sums up what the organisation is trying to create, even if it cannot achieve that
task single-handed.
Mission:
The way or ways the organisation will achieve its vision, or its particular part in achieving the
vision.
Values:
The principles that underline the organisation’s way of working or achieving its goal.
Joe Saxton, Polishing the diamond, nfp synergy, 2002

31. The elements that make up a brand platform
Vision: A sentence that sums up what the organisation is striving to achieve. Its long-term
ambition.
Mission: The way or ways the organisation will achieve its vision.
Values: The principles that direct the organisation’s way of working and communicating.
OR
Values: The principles that direct the organisation’s way of working (behaviour)
Personality: The principles that direct the way the organisation communicates (visual identity
and tone of voice)
Dan Dufour, Senior Brand Planner, The Good Agency

32. Checklist
Vision:
• Short – ideally one line – and aspirational Your brand platform
should be:
Mission:
• A “summary” of the core things that you do and • True
that won’t change significantly over time • Easy to understand
• It doesn’t have to include all your strategic goals • Memorable
Values: • Aspirational
• Differentiating
Externally
• Used to guide your communication and the way
you present yourselves
• The lynchpin of tone of voice
• Conveyed in your look and feel
Internally
• What you stand for
• Used to guide behaviour, particularly decision-
making
• Embedded in HR processes
• Used to engage and inspire staff

33. How do you find them?
Vision and Mission:
• Look back at history
• Look ahead and at the corporate strategy
• Interview the Chief Executive, Chairman, Directors and Trustees
• In-depth interviews and/or workshops
• “How would you describe our long-term goal?” What are we ultimately trying to
achieve? “Why do we exist””
• Don’t forget to look at your competitors for differentiation
Values:
• Interview the Chief Executive, Chairman, Directors and Trustees
• “What values are important to us” “What traits and qualities make us unique”
• 3 words for today and 3 words for the charity of the future (tomorrow)
• Staff workshops
• Don’t forget to look at the competition again to make sure the values are
distinctive

34. How do you use them?
Vision, Mission & Values (Linked to the Corporate Strategy)
Visual and Verbal Identity
Communications, Environments, Products/Services, Behaviour
HR Services
Policy
Comms Fundraising
Campaigns

35. How do you use them?
Vision, Mission & Values (Linked to the Corporate Strategy)
Visual and Verbal Identity
Communications, Environments, Products/Services, Behaviour
HR Services
Policy
Comms Fundraising
Campaigns “Case for
support”

37. We asked people what three words
they would used to describe the
charity today…
1/ Informative Passive
Distant
Complacent
Clumsy
2/ Supportive Disparate Bureaucratic
Old-fashioned White middle
3/ Friendly Traditional class
Conservative
Cautious

38. And what three words they would use
to describe the charity they would like
to see of the future…
1/ Informative Unified
Coherent
Well-known
Warm
2/ Supportive Efficient Positive
Bold Hope
3/ Friendly Modern Empowering
Dynamic Cure
Innovative
Progressive
Pioneering

39. Parkinson’s UK
Vision: To find a cure, and improve life for everyone affected by Parkinson’s.
Core values (the way we work):
• We listen: Everything we do is based on the experiences of people with Parkinson’s.
• We focus: We deliver results and make the most of our resources.
• We inspire: Our energy and determination inspire those around us.
• We innovate: We are forward-thinking, always seeking to improve.
• We’re united: We work together as one organisation united behind a shared vision.
Brand values (the way we communicate):
Short: We get to the point. We say what we think.
Simple: We use friendly conversational language.
Bold: We stand out from the crowd.
Bright: We’re lively, positive and upbeat.
Human: Our personality shines through.

43. Results
• 96% staff agree the charity now has a clear vision for the future (compared to just 30%
before)
• 72% members believe the new brand will help the charity achieve its goals
• 11% increase in average donation
• 32% increase in direct mail response
• 5% ahead of fundraising target for year (after six months)
• 74% branches adopted the new brand in the first month
• Unsolicited donations up by an average of £150,000 a month

48. Homework: Brand Planning Tool
Your
Vision
ultimate
ambition
Mission How you will
achieve your vision
Values The qualities that
make you unique
Personality The way you
express yourself
Essence What is at your heart and soul
Killer facts What are the things you really want people to remember about your
charity

49. Homework: Brand Planning Tool
Vision
Mission
Values
Personality
Essence
Killer facts

50. Vision:
We believe that everybody needs a home in a place they can thrive. Our work won’t stop until
there is a home for everyone.
Mission:
We help people to find and keep a home in a place where they can thrive, and tackle the root
causes of bad housing by campaigning for new laws, policies, and solutions.
Values:
We're approachable: Shelter is a lifeline for anyone who is homeless or suffering in bad
housing. If you’re faced with losing your home, we’ll do everything we can to help you keep a
secure roof over your head.
We challenge: Home is a basic human need. In our affluent nation, everyone should have a
home, and Shelter is challenging the people in power to make that vision a reality, through
tenacious lobbying, persuasive research and policy reports, and high-profile public campaigns.
We're enterprising: Shelter strives to get the most out of every penny it spends. We’re proud to
join forces with like-minded organisations, to share our ideas, and develop creative ways of
tackling housing need.

51. Our vision
Is a world in which every child attains the right to survival, protection, development and
participation.
Our mission
Is to inspire breakthroughs in the way the world treats children, and to achieve immediate and
lasting change in their lives.
Our values:
We’re outraged by child exploitation, neglect and suffering. We demand justice for the world’s
poorest and most vulnerable children.
We’re ambitious about achieving dramatic change for children, and we’re determined to
deliver it. We never give in to those who think big changes are impossible.
We’re creative. We’re always looking for new and better ways to help children, drawing on
different perspectives and experiences around the world – especially those of children
themselves. We’re not afraid to provoke and surprise people if it gets the job done.
We keep our promises to children, to our supporters and partners, and to each other. We
work hard to earn their trust, and we take responsibility for everything we say and do.

52. Our purpose:
Greenpeace is an independent global campaigning organisation that acts to change attitudes
and behaviour, to protect and conserve the environment and to promote peace by:
• Investigating, exposing and confronting environmental abuse
• Challenging the political and economic power of those who can effect change
• Driving environmentally responsible and socially just solutions that offer hope for this and
future generations
• Inspiring people to take responsibility for the planet
What we believe in:
Non-violence: Core to our roots is the principle of peaceful action. We avoid violence even
when our acts are seen as provocative.
Confrontation: We believe in creative confrontation. By challenging ideas and behaviour we
believe we can move people and organisations.
Independence: Greenpeace is supported by individuals. By not accepting funds from political
parties, governments or corporations, we maintain our independence.
The power of acting together: We believe in the power of the many. The future of the
environment rests with the millions of people around the world who share our beliefs. Together
we can tackle environmental problems and promote solutions.
Overarching brand idea: Inspiring Action
Page 93, Living the Brand, Nicholas Ind

53. Questions?
Dan Dufour, Senior Brand Planner
The Good Agency
dan.dufour@thegoodagency.co.uk
www.thegoodagency.co.uk