The Nonprofit Brand IDEA: Driving Mission Impact
description
Transcript of The Nonprofit Brand IDEA: Driving Mission Impact
The NonprofitBrand 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
http://www.hks.harvard.edu/ hauser
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
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
Nonprofit Brand Cycle
http://www.hks.harvard.edu/ hauser
MISSION AND VALUES
ORGANIZATIONAL STRATEGY
ROLE OF BRAND CYCLE
IDENTITY IMAGE
COHESION TRUST CAPACITY IMPACT
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
Brand IDEA Framework
http://www.hks.harvard.edu/ hauser
• 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
Brand Integrity
http://www.hks.harvard.edu/ hauser
• 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
Brand Democracy
http://www.hks.harvard.edu/ hauser
• 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
Brand Ethics
http://www.hks.harvard.edu/ hauser
• 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 web-platform, and partners are highlighted in order to encourage and reinforce the inter-connectivity of this initiative
Brand Affinity
http://www.hks.harvard.edu/ hauser
The Brand IDEA in Practice
http://www.hks.harvard.edu/ hauser
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
“An anarchy of information was reflected in both the mission statement and the visual identity.”
~ Angha Childress, Executive Director
Helping Communities Shape Their Own Future Through EducationDonate
http://www.hks.harvard.edu/ hauser
Niger Delta Women’s Movement for Peace and Development
http://www.hks.harvard.edu/ hauser
Concluding Thoughts
http://www.hks.harvard.edu/ hauser
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