Working with an NGO brand
Creating a shared brand understanding behind the Global Identity of Amnesty International
Regardless the service you offer or the business you operate in, a tangible identity and a strong brand is essential. It supports you in the process of building a sound and long-lasting relationship with your stakeholders and provides a solid basis for a successful business.
Compared to organisations in the private and public sector NGO’s face different challenges when working with brand building and marketing. Amnesty International launched a new brand and visual identity in 2009. For an NGO of that size a succesfull implementation of a unified global brand depends on the support from the individual sectors. They have to recognise the strength in acting as a global brand instead of isolated, local units.
As a part of the implementation phase of “Amnesty International’“s: http://www.amnesty.org/ new global brand we co-developed a two-day workshop in Berlin on March 10-11, facilitated by Pia Betton. Thirtyfive section managers participated and shared their experiences with implementing the new global brand.
As an introduction each section presented their individual communication material and their state of implementation. The section managers where then divided into groups to discuss opportunities and challenges with the first generation global identity, focusing on basic elements like colour scheme, typo, wording etc. Opportunities such as digital trends/social networking where discussed as well as the overall on-/offline presence.
Experiences, thoughts and ideas were discussed as well as challenges and opportunities for the further implementation. Each group had the task of coming up with three “must haves” (crucial elements) for the new global identity. The desired outcome was the development of a design brief for the next steps in the implementation. A guideline in the process of creating a shared brand understanding behind the Global Identity.
