Building a Powerful Brand

TTIPEC Peer Learning SessionJuly 29, 2014

Mame Annan-Brown Results for Development Institute Chief Communications Officer

Agenda

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Introductions

The importance of defining your brand

What is your brand?

8-Step Guide to building a powerful brand

Q&A

The importance of defining your brand amid the shifting think tank landscape

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1. Policymakers in Africa are facing a number of critical policy choices.

2. Africa is going through major structural transformations - think tanks are playing an even more critical role.

3. Governments and civil societies are facing the challenge of making the right decisions in an increasingly complex context.

Growing Influence Funding and Independence 

Outreach 

Voice of America, Feb. 2014

What is your brand?

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What is your brand?

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In its simplest form your “brand” stands for your reputation.

Your brand is “not” your name, logo or tagline, buta combination of emotionsand facts about your organization.

The best brands are defined by clarity of purpose.

8-Step Guide to Building Your Brand

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Step 1 Step 2 Step 3 Step 4

Ask the hard questions

Assess your brand assets

8-step guide to building your brand

Build buy-in and identify needed changes

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Step 5 Step 6 Step 7 Step 4 Step 8

Build your team

Create a project plan and execute

Launch your brand!

Fine tune and review

Decide what “type” of rebrand you need

STEP 1: Ask the hard questions

Look at your brand with brutal honesty and ask yourself:

1. Is it no longer relevant to your core audience?2. Is it no longer relevant to your ethos, mission?3. Is it causing you to lose bids?4. Is it stopping you from winning new partnerships?5. Have you outgrown it?6. Are you unsure of what it stands for?7. Is it no longer giving you a distinct identity?8. Is it looking tired against the competition or just in

isolation?

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Case in point: R4D’s rebrand process

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Timeframe: 6 month process (March 2013 – Sept 2013)

Investment: $30,000 USD

External firm: Orange Element

“R4D is a young, nimble organization that has had remarkable growth. R4D is punching above it’s weight and the brand

should reflect that boldness.”

– R4D Brand Focus Group Respondent, 2013

Case in point: R4D’s rationale for rebrand R4D launched new brand in 2013.

Impressive organizational trajectory since 2007.

Rapid growth of R4D’s reputation and programs.

R4D brand was lagging behind the organizations work and impact.

R4D’s brand did not match it’s growth, impact and culture 

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STEP 2: Decide what “type” of rebrand you need

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Partial rebrand: Simple changes to the your logo the leave it recognizable stakeholders while attracting new ones.

Full rebrand: Major changes to the visual identity, and public image or your organization.

STEP 3: Build buy-in + identify needed changes

You can conduct research on several levels to identify the specific changes that your company needs to make to rebrand.

1. Poll employees

2. Ask for feedback from external stakeholders

3. Conduct research using surveys or focus groups

4. Get leadership on board by sharing outcomes of these surveys

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Gleaned internal and external perspective from key audiences

Held 1 internal staff brand workshop

7 focus groups and 1 external stakeholder survey

In total, consulted 80+ people

R4D

Case in point: Sample R4D focus group questions

1. What tone do you believe should be portrayed in the brand – what adjectives/action verbs come to mind?

2. Looking ahead 10-20 years into the future, what personality trait would you want the organization to be most recognized most for?

3. Of your competitors brands, which do you admire most or the least?

4. When talking about your organization to external audiences, what aspect do you find is easiest to talk about? What most excites you? Can you describe distinct attributes or WORDS that illustrate this excitement?

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Gauge internal and external perspectives

STEP 4: Assess your brand assets

What brand assets do you have? What do you need to create?

1. Mission statement

2. Value proposition

3. Key audiences

4. Organizational values

5. What your brand stands for now

6. What you want it to stand for

7. Elevator speech

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STEP 5: Build your team

Build external team:TOR/RFP process

1. Set a realistic budget and timeline based on other think tanks’ projects.

2. Give yourself 1-3 months to source RFPs – source at least 4 prospect vendors.

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Build internal team:

1. Identify people in your organization who have influence and who can help you drive through decisions, e.g. your CEO, Executive Director or Board Chair.

Top 3 tips for the brand RFP process1. Outline the top branding challenges you are facing and ask

external vendors to suggest a solution in the RFP.

2. Select at least 2 finalists and ask them to bring their team to meet you in person to pitch their RFP. Chemistry and likeability is key.

3. Go for process and experience over flash.

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Check-List of Deliverables for Full Rebrand:

Logo, Branded Materials and Templates, Brand Tenets/Attributes, Brand Guidelines,

Website Mock-Up, Elevator Speech/Tag Line

STEP 6: Create a project plan and execute

Create a project plan jointly with your internal team and/or external agency you choose.

Closely manage the project plan and communicate to staff the high-level timeline.

Consult with your internal team, as needed, along the way. Make sure you plan the required touch points to get buy-in and decisions made smoothly.

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Create an internal roll out-strategy Develop brand launch staff presentation and/or event. Create a knowledge management process.

Create an external roll-out strategy E-mail communications to external stakeholders. Create a “Top 100” list of stakeholders. Recruit peers and partners to promote your brand Time your brand launch for a special event –

anniversary, major event or convening.

STEP 7: Launch your brand!

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New R4D office design

Refreshed online footprint

New print materials

Use of project photography to showcase R4D’s staff and work

Brand tenets

Case in point: R4D’s brand launch Sept 2013

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Case in point: R4D office redesign

DYNAMIC 

EFFECTIVE 

INVENTIVE 

DIFFERENT 

PROBLEM SOLVERS  

GLOBAL  

R4D brand tenets 

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Case in point: R4D materials and campaigns

STEP 8: Fine tune and review

Now that your new brand has launched get stakeholder feedback (within 3-6 months of launch).

Do periodic reviews of your brand assets.

Enjoy your new brand but don’t be complacent.Periodically step away and return to STEP #1, asking the hard questions.

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Q&A

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