www.ifrc.org saving lives, changing minds. branding branding an overview of recent developments...

www.ifrc.orgSaving lives, changing minds.

brandingbranding

Branding

An overview of recent developments

Francis Markus IFRC East Asia Regional Communications Delegate


brandingWhat do we mean by brand?

It's more than just a visual identity It has both internal and external elements It represents a promise It also includes people’s emotional and

rational responses


branding The origins of branding


branding

Why do we need strong brands?Brand positioning can contribute to success: Says who we are, what we will do and how we will

do it Differentiates us from our competitors Builds credibility, trust and loyalty Enhances fundraising success Helps us help others!


branding

Do we have strong brand identities?

http://www.redcross.org/

http://www.redcross.org.nz/

http://www.mauritiusredcross.com/




http://www.cruzvermelha.org.br/index.php

http://joshoncreek.files.wordpress.com/2011/04/philippine-red-cross-logo.jpg


branding NS redesigning their logos


branding And more…


branding Rethinking both inside&outside RCRC

New models needed to serve mission and stay true to org values and culture:

“IDEA” framework in which“IDEA” stands for brand integrity brand democracy, brand ethics brand affinity

(SSIR/Hauser Center)

http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector


branding Branding at a crucial point?

Narrow approach = fundraising tool

Wider strategic roles = driving broad, long term social goals; strengthening internal identity, cohesion and capacity (Stanford Social Innovation Review)


branding

Why did we embark on the RCRC brands initiative? Address concerns regarding strict rules on use of

the emblem and impact on fundraising Need to manage RCRC brands coherently Seek to ensure a clear distinction between

emblem, logo and brands so as not to undermine the protection function of the emblems


branding

Situation analysis -- RCRC brands workshop December 2010 Strengths:

High awareness; recognition of Red Cross and Red Crescent emblems

Heritage and history = credibility Strong at local, national and international

levels Humanitarian Impartiality, neutrality and independence

Weaknesses: Ageing, conservative image High expectations Limited understanding of role Perceived lack of transparency Lack of unified voice/unified global image


branding

Situation analysis – RCRC brands workshop continued

Opportunities: Better co-ordination between NS Leverage global voice, common verbal

identity Social media as a global channel

Challenges: Competition from strong NGO brands Declining public trust in NGO's and aid Confusion amongst stakeholders Lack of respect for emblem/misuse Transparency and accountability Achieving brand coherence Strong association international &

emergency overshadows domestic


branding

Overview of the International Branding Initiative

Develop a common understanding of branding,

adopt a universal positioning for the

Movement. And manage reputation.

Effective management of our position and reputation

across national borders

Improve consistency in the way the different

component parts of the Movement present

themselves both visually and in writing.

Consistent representation and presentation of the

Movement

Resources for an internal education programme and capacity building tools for NS to better manage their brands.

Education and capacity building

1


branding

Contributing brand thinking to the

international youth strategy

Work stream deliverables

Trans-national positioning

tools and protocols

Highlighting commercial use of the emblem issues and collaborating

with the Federation wide resource

mobilisation team

Trans-nationalreputation

and crisis management

protocols

Global and local education and

capacity building programme

Trans-national Digital guidance

4


branding Products developed to date cont’dMarket research

We conducted a study across 21 countries about awareness, knowledge and perception of the different brand identities within the Movement:

Red Cross 93%, ICRC 78%, Red Crescent 78%,

IFRC 73%

84% know RC/RC work in their country and 79%

know also in other countries

41% know that Red Crescent and Red Cross

are part of the same Movement.

Humanitarian 84%, provides hope 77%,

trustworthy 76%, caring 75%

Neutral 64%, accountable 63%, independent 62% transparent 59%

Bureaucratic 29%, old fashioned 28%, religious

26%, political 24%

First Aid 83%, doctors/medical facilities

76%, disasters 78%

Health and social care 70%, disaster

preparedness 65%, aid in conflict 63%

41% United Nations, 34% part of the government,

28%armed forces

Awareness and Knowledge

Perception Emblems association

1


branding

RCRC brands survey – First step to build strong brand identitiesSurvey objectives: Identify common branding/reputation challenges Identify potential for shared learning and

collaboration Identify potential solutions that have been

implemented by NS


branding

High awareness of emblems creates high brand expectations


branding Emblem perception challenges


branding1 - Developing a common understanding and commitment to trans-national branding and positioning issues

Reviewing what branding means for different parts of the Movement and proposing a common working definition.

Managing an international opinion survey to establish the commonalities across our different identities.

And the drafting of a common branding positioning statement.


branding2 – Leveraging the power of our collective brand identities to remain competitive

This group will explore how we leverage the different RCRC brand identities with respect to other humanitarian actors

It will also explore how the humanitarian world is changing and becoming increasingly competitive which presents trans-national challenges

And the potential for working better to manage trans-national identity issues.


branding

3 – Managing our different brand identities in an interconnected digital world

This group will explore the potential and challenges of social media

It will also explore the challenges and potential for effective use of digital media by the different brand identities in trans-national campaigns initiated by the ICRC, IFRC and trans-national partners.

It will also look at online reputation crisis management.

It will finally consider trademark and identity issues related to the online use of the Red Cross and Red Crescent emblems or names.


branding4 – The role of media relations in managing our position trans-nationally

This workstream will explore how we can manage trans-national reputational issues and positioning challenges.

It will particularly address potential negative spill over from one national context to another.


branding

5 – Use of the emblem in commercial and resource mobilisation contexts

This group will look at how we leverage the collective power of our different brand identities trans-nationally and nationally

While ensuring proper use of the emblem in commercial and resource mobilisation contexts.

The development of a user friendly document on the proper use of the emblem, clearly outlining what is permissible in a commercial and resource mobilisation context.


branding6 – Engaging youth audiences

This workstream will explore how we position our different brand identities separately and collectively to effectively engage the next generation.

It will explore perceptions and positioning challenges and review case studies and best practice of where these have been effectively overcome with a view to sharing learning.


branding

7 – Capacity building in Brand development for National Societies

This group will look specifically at strengthening the power of the individual National Society’s brand identity in country.

It will look at case studies, mentoring, sharing and capacity building options to support within country and within region or zone.

It will link closely with FedNet and the proposed community of practice there.


branding Next steps

4

> Draft products developed by Technical Group circulated within

IFRC, ICRC and BRC for consultation.

> Draft products incorporating consultation or together with

results of consultation presented to the Reference Group

meeting in April.

> CoD resolution is drafted by IFRC / ICRC in consultation with

relevant internal departments and leadership.

> Endorsed products and draft resolution to be presented to the

IFRC governing board / ICRC governance prior to the CoD for

approval / discussion.

> Resolution goes before CoD, NS toolkit released and marketed

within the Movement.


branding Next steps endorsed by Reference Group

Plenary statement of intent at Council of Delegates November 2011

Branding resource pack Research on (external) gap and relevance Agree on branding commonalities using analysis and research

Council of Delegates 2013 - RCRC brands resolution and implementation plan of action

THIS PRESENTATION IS PUBLISHED BY

INTERNATIONAL FEDERATION OF

RED CROSS AND RED CRESCENT SOCIETIES

P.O. BOX 372

CH-1211 GENEVA 19

SWITZERLAND

TEL.: +41 22 730 42 22

FAX.: +41 22 733 03 95

www.ifrc.org saving lives, changing minds. branding branding an overview of recent developments...

Documents

branding branding

origins of branding

branding overview

branding ns

branding rethinking

domestic slide

sector slide

strong brands