As part of strategizing the future, we asked people to identify organisations they most admired. What made them stand out? And how could they embed the qualities that made others successful, into their own organisation?
The team turned up a list of around 15 organisations they most admired. It was truly an eclectic mix, ranging from the Salvation Army to McDonalds to a popular home decorations magazine.
The group's dicussion identified four factors that make a brand succeed over the long term. An organisation must:
- Have a consistent purpose and recognisable benefits.
- Deliver those benefits day in, day out.
- Continually reinvent itself as customer and community circumstances change.
- Constantly communicate - to staff, customers and all the other organisations that shape its environment.
Each week thousands of words are written about branding. Yet we think this team of 35 passionate community workers provided one of clearest explanations we have seen about what a brand must do, to move from good to great.