SO YOU’VE DEFINED YOUR BIG IDEA YOUR VALUES YOUR PURPOSE HOW DO YOU SHARE THEM THROUGH YOUR BRAND?
Summercamp 2013: Branding your happy startup with Brook Calverley
Oct 21, 2014
Brook helps organisations become more open and deliver more authentic experiences through his company People Made.
His approach brings together a deep understanding of social, brand and culture – and how these all work as one to create meaningful interactions with customers and employees.
His approach brings together a deep understanding of social, brand and culture – and how these all work as one to create meaningful interactions with customers and employees.
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SO YOU’VE DEFINED YOUR BIG IDEA YOUR VALUES YOUR PURPOSE HOW DO YOU SHARE THEM THROUGH YOUR BRAND?
People-Made at the Happy Startup Sumercamp 2
YOUR BRAND IS NOT YOUR LOGO IT’S YOUR PROMISE YOUR CORE VALUES AND BENEFITS PSYCHOLOGY & SCIENCE BROUGHT TOGETHER WHAT PEOPLE SAY ABOUT YOU WHEN YOU’VE LEFT THE ROOM
People-Made at the Happy Startup Sumercamp 3
YOUR BRAND IS NOT YOUR LOGO IT’S YOUR PROMISE YOUR CORE VALUES AND BENEFITS PSYCHOLOGY & SCIENCE BROUGHT TOGETHER WHAT PEOPLE SAY ABOUT YOU WHEN YOU’VE LEFT THE ROOM
People-Made at the Happy Startup Sumercamp 4
BRAND IS WHAT THE BRAND DOES.
People-Made at the Happy Startup Sumercamp 5
THE WALLS HAVE COME DOWN
People-Made at the Happy Startup Sumercamp 6
TRANSLATING WHAT YOU BELIEVE INTO WHAT YOU DO
1. EXPRESS YOUR VALUES THROUGH YOUR PRODUCTS AND SERVICES
People-Made at the Happy Startup Sumercamp 8
AIRBNB DISASTER RESPONSE Making it easy for hosts to offer space for free and connect with those in need
AIRBNB
A COMMUNITY THAT ENRICHES THE WORLD THROUGH SHARING SPACE
People-Made at the Happy Startup Sumercamp 9
“IF IT DOESN’T DO WHAT IT’S MEANT TO DO WE DON’T SELL IT”
BERTS
WE ONLY SELL THINGS WE LOVE
People-Made at the Happy Startup Sumercamp 10
PATAGONIA
DON’T BUY IT
THE COMMON THREADS INITIATIVE A challenging response to Black Friday
2. BUILDING AN INTERNAL CULTURE THAT’S TRUE TO YOUR VALUES
People-Made at the Happy Startup Sumercamp 13
INVITING EMPLOYEES TO SHARE A MOMENT Bringing together, uniting outside and inside
COKE
SHARING A MOMENT
People-Made at the Happy Startup Sumercamp 14
LETTING THE RIGHT ONE IN $3,000 to leave?
ZAPPOS
HIRE FOR FIT
3. OPEN UP TO YOUR CUSTOMERS
People-Made at the Happy Startup Sumercamp 16
LETTING EVERYONE IN Getting closer to the action
BRIDGEWATER
BRINGS INTO FOCUS THE PEOPLE BEHIND THE PRODUCTS
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CROWD-SOUCED DESIGN: THE LOVEBIRD 62 Designers 12,000 votes
MADE.COM
CUTTING OUT THE MIDDLEMAN
AUTHENTIC BRANDS THAT DO WHAT THEY SAY
People-Made at the Happy Startup Sumercamp 19
THANKS
Brook Calverley Founder & Managing Partner, People-Made +44 (0)7968 475666 [email protected] 27 Paul St. London EC2A 4JU www.people-made.com @wearepeoplemade
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