branding
branding
Branding
An overview of recent developments
Francis Markus IFRC East Asia Regional
Communications Delegate
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branding
What do we mean by brand?
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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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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!
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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
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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_br
and_in_the_nonprofit_sector
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branding
Branding at a crucial point?
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Narrow approach = fundraising tool
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Wider strategic roles = driving broad, long term
social goals; strengthening internal identity,
cohesion and capacity (Stanford Social Innovation
Review)
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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
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branding
Situation analysis -- RCRC
brands workshop December
2010
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Strengths:
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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:
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Ageing, conservative image
High expectations
Limited understanding of role
Perceived lack of transparency
Lack of unified voice/unified global image
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Situation analysis – RCRC
brands workshop continued
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Opportunities:
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Better co-ordination between NS
Leverage global voice, common verbal
identity
Social media as a global channel
Challenges:
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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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1
branding
Overview of the International Branding
Initiative
Effective management of
our position and reputation
across national borders
Consistent representation
and presentation of the
Movement
Develop a common
understanding of branding,
adopt a universal
positioning for the
Movement.
And manage reputation.
Improve consistency in the
way the different
component parts of the
Movement present
themselves both visually
and in writing.
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Education and capacity
building
Resources for an internal
education programme
and capacity building
tools for NS to better
manage their brands.
4
branding
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-national
reputation
and
crisis management
protocols
Trans-national
Digital guidance
Global and local
education and
capacity building
programme
Contributing brand
thinking to the
international youth
strategy
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1
branding
Products developed to date cont’d
Market research
We conducted a study across 21 countries about awareness, knowledge
and perception of the different brand identities within the Movement:
Awareness and
Knowledge
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
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Movement.
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Perception
Emblems association
Humanitarian 84%,
provides hope 77%,
trustworthy 76%, caring
75%
First Aid 83%,
doctors/medical facilities
76%, disasters 78%
Neutral 64%,
accountable 63%,
independent 62%
transparent 59%
Bureaucratic 29%, old
fashioned 28%, religious
26%, political 24%
Health and social care
70%, disaster
preparedness 65%, aid in
conflict 63%
41% United Nations, 34%
part of the government,
28%armed forces
branding
RCRC brands survey – First
step to build strong brand
identities
Survey objectives:
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Identify common branding/reputation challenges
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Identify potential for shared learning and
collaboration
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Identify potential solutions that have been
implemented by NS
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High awareness of emblems
creates high brand expectations
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Emblem perception challenges
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1 - 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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branding
2 – 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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branding
4 – 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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6 – Engaging youth audiences
branding
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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4
branding
Next steps
 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
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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
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