2. Strong brands = profitable customer relationships You know them, you know what they stand for, you trust them, you expect quality, you seek them out, you ”need” them…

3. ? Do non-profit organisations need brands?

4. Strong non-profit brands create awareness, grow support, encourage action, establish trust…

5. People that know you are more likely to listen to you. People that know you are more likely to like you and suport you. Or exampel in a time of crisis. Create tighter organizational cohesion and strengthening the internal identity. A strong brand provides authority and credibility.

6. 90 years old. (and actively building the KPA brand since only 15 years ago ) B2B and B2C market. Occupational pension for local government sector. 1,5 million customers. The default option for the local government employee.

7. Every marketer´s dream, or...? 80 000 new customers every year – for free! But... 15 competitors Stressed and uninterested. How to make them loyal for a life time?

8. Why we started to build our brand The market became competitive. Our customers needed to know who we were. More then half don´t know that they are customers. We had something our competitors didn´t have.

9. Our ethical investments differentiated us. So we turned to the devil......

13. A new take We built awareness but not loyalty. Just because we spoke didn’t mean they were listening. Why should they listen? ?

14. The Pension company for the local government employee!

15. Thank you heroes!

17. What we did Found the unique point of difference within the organisation that our customer liked. Made clear whom our message was for. Got to know our customers. Adapted the communication style and tone after the consumer. (Outside-in perspective). Simplify and deliver relevant + customer-friendly packaging Unite the communication together/ one company in all channels.

18. 6 Tips to build your brand 1.Work on the mind-set in the organisation 2.Keep the communication together -- both visually and message. Don't forget the internal perspective. 3.Look at what message the entire business is sending out – the same message or different/confusing messages? 4.Look into what a strong brand would mean to your business. 5.Get to know your target audience well. 6.Communicate from the customer’s perspective. What do they want to read/know? How and when?

19. You can download the presentation here: www.kpa.se/presentation Thank you! anette.pasternack@kpa.se