CaritasBranding

Communications Forum 2012

Caritas A Five Second Test

Caritas

Caritas Which aid networks did you spot?

CaritasAgreeing the problem

Churches and related organisation are at the forefront of responding to emergencies and undertaking development.

Caritas is in terms of membership and geographical reach the second largest aid operation in the world.

But compared with other large families, our work does not always show that we belong to a strong family.

Caritas

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CaritasOur lack of high visibility as one family impacts on our effectiveness:

•Our ability to influence key decision makers•Fundraising•Credibility•Our own sense of family identity•Our members have little recognition outside there own borders, including the ones who work internationally

Impact

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Caritas

CaritasWhat is in a name?

There are 52 Caritas members who do not have the word Caritas in their name. These include: CRS, CAFOD, CORDAID, Trócaire, SCIAF, SECADEV, CADEV, Karina, Tirisanyo Catholic Commission, Ethiopian Catholic Secretariat, etc.There is little legal protection for the Caritas name.

CaritasMediaThe media coverage over a 12 month period in 100 selected English language papers published Africa, Asia, Latin America, Middle East, Pacific, Europe and North America

IFRC 1229 Oxfam 279MSF 226Save the Children 131World Vision 88Caritas plus members known by other names 58 IRC 47Care 36LWF 4 Caritas 12

CaritasWhat is a brand?

More than a logoHow to we want to be seen, heard and understood by various audiences

CaritasBranding objectives

Build a strong shared family identity

Increase global visibility and voice

Improve effectiveness of confederation as a whole and of individual membership

CaritasStrong visibility is crucial for existence and success of the confederation and its members

Lack of funding at a secretariat level to attain visibility equivalent to that of other global players like the Red Cross, World Vision, Oxfam

Branding Realities

CaritasOur members often have well established brand identities.Our members idenditfy themselves more strongly or equally with other networks like CIDSE.Rebranding is expensive.The current colour of the logo is graphically difficult to work with.Brand risk if we identify too closely with Caritas members who don’t have the same ways of working or identity.National brands have grown up historically and reflect cultural realities.

Other realities

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2002 Branding Strategy

•Establish a standard logo that enables identification of all member organisations •Decide on the font, colours, and shape •Accept the word Caritas as a graphic element to which the graphics and identification elements of each Caritas can be added•All member organisations should integrate the word Caritas into all forms of their identification •A code should be established for using the logo.•Guarantee legal protection of the Caritas logo and name (national and international)

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Co-branding in an emergency

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Co-branding on a single campaign or event

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Co-branding on website

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Caritas branded day wear for all staff

CaritasOn branding, should Caritas members move towards

Fully rebranding as Caritas plus logo, colour, style

Rebranding as Caritas without logo

Co branding as name of organi‐ -zation plus Caritas

Rebranding but only after modernization of brand and logoStay the same

Caritas

Questions

Has been part of Caritas ever helped your communications work?

How would co-branding affect your communications, advocacy and fundraising work?

What is the Caritas Brand?

What elements would co-branding need?

How do we practically show our visibility as a single family?

Steps to move forward?