Brand and the Role of Brands
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Transcript Brand and the Role of Brands
The Nonprofit
Brand IDEA:
Driving
Mission Impact
Background to Research
18 month study by the Hauser Center funded
by the Rockefeller Foundation
Interviews with 73 individuals in 41 organizations
What is the role of brand in the nonprofit sector
and how is it evolving?
Article in the SSIR Spring 2012, “The Role of Brand
in the Nonprofit Sector”
http://www.hks.harvard.edu/ hauser
Next Steps - 2013
Book to be published by Jossey-Bass in 2013
Take the Brand IDEA framework further
Additional examples of nonprofit brand
management
Brand Building and Brand Management guidelines
and recommendations
http://www.hks.harvard.edu/ hauser
Initial Findings: Brand and the Role of Brands
Across sectors:
Brand as a psychological construct
Promise, short cut, the what and why
Strong brands enable
Gain resources, access, partnerships and trust
Difference in the Nonprofit Sector:
Role: long term social goals; multiplicity of audiences; and
internal role of the brand
http://www.hks.harvard.edu/ hauser
Brand Skeptics and Sources of Pride
Skepticism
Sources of Pride
Commercial pursuit
Mission
Top down enforcement of brand
Participatory process
Reflect leadership’s vanity or
counter organizational values
Values and Culture
Bully Brands
Partnerships
http://www.hks.harvard.edu/ hauser
Nonprofit Brand Cycle
Brand plays key internal and external
roles (Identity and image)
Clear brands build cohesion internally
and trust externally
Cohesive, highly trusted brands result
in greater capacity and impact
Capacity and impact reinforce identity
and image
Nonprofit brand reflects and serves the
organization’s mission and strategy
http://www.hks.harvard.edu/ hauser
Brand IDEA Framework
Integrity
Aligns mission, identity, and image
Democracy
Trusts stakeholders to participate in building brand identity
and communicate the brand
Ethics
Reflects core values of the organization
Affinity
Attracts partners and shares credit and space, rallying
around a bigger goal
http://www.hks.harvard.edu/ hauser
Brand Integrity
• One of WWF challenges is how to convey the
breadth of the organization’s work in a way
that is coherent with the powerful image it
holds with the public
• To address this WWF simplified its vision and
mission statements and introduced a set of
story themes that helps aligns the
organization’s identity with its image
http://www.hks.harvard.edu/ hauser
Brand Democracy
• In 2006, Amnesty International took on the
challenge of developing a clear, global identity.
• The outcome is captured in a Little Yellow
Book which articulates a unity of purpose
across Amnesty International, while
encouraging translation and adaptation to suit
a variety of contexts
http://www.hks.harvard.edu/ hauser
Brand Ethics
• Publish What You Pay (PWYP) global campaigning
coalition of many diverse NGOs whose mission is
to increase revenue transparency in the
extractive industries
• Creating equitable, transparent governance
procedures and establishing common
membership standards across the broad coalition
help protect and uphold the credibility, legitimacy
and values of the overall PWYP brand and
network
http://www.hks.harvard.edu/ hauser
Brand Affinity
• The Girl Effect brand seeks to create a platform
for all girl champions to use — from passionate
citizens to NGO partners like CARE and BRAC to
the World Bank to girls in developing countries
• A variety of “open-source” tools and resources
are freely available for use on the Girl Effect webplatform, and partners are highlighted in order to
encourage and reinforce the inter-connectivity of
this initiative
http://www.hks.harvard.edu/ hauser
The Brand IDEA in Practice
Thinking differently about the role and potential of
brands (not just fundraising or communications)
Assessing the role of brand at each step in the theory
of change and making it explicit
Using brand democracy to manage internal brand
identity (rooted in ethics and values) and external
brand image
Embracing brand affinity and the role brands can play
in collaborations and partnerships
http://www.hks.harvard.edu/ hauser
Helping Communities Shape Their Own
Future Through Education
Donate
“An anarchy of information was reflected in both the mission statement
and the visual identity.”
~ Angha Childress, Executive Director
http://www.hks.harvard.edu/ hauser
http://www.hks.harvard.edu/ hauser
Niger Delta Women’s Movement
for Peace and Development
http://www.hks.harvard.edu/ hauser
Concluding Thoughts
Thank you! Obrigada!! Merci! Gracias!
This is a work in progress…We invite your questions,
suggestions and feedback!
“Everything we do and the decisions we make, depend on our
brand positioning. In order to deliver on our mission, we need a
clear, strong, well managed brand.”
Meghan Reddick, Vice President, Communications YMCA Canada
http://www.hks.harvard.edu/ hauser