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brandingbranding
Branding
An overview of recent developmentsFrancis Markus IFRC East Asia Regional
Communications Delegate
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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
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branding The origins of branding
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brandingWhy 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!
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branding
Do we have strong brand identities?
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branding NS redesigning their logos
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branding And more…
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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
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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)
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brandingWhy 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
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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
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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
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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
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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
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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
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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
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branding
High awareness of emblems creates high brand expectations
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branding Emblem perception challenges
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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branding Next steps4
> 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.
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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
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RED CROSS AND RED CRESCENT SOCIETIES
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