1 / 26

Bringing the New UNDP Brand to Life

Bringing the New UNDP Brand to Life. May 2002 . Global solutions to global problems. From politics to security to public health, from crime to the environment, a growing agenda of development issues can no longer be managed within the boundaries of any single nation.

fagan
Download Presentation

Bringing the New UNDP Brand to Life

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Bringing the New UNDP Brand to Life May 2002

  2. Global solutions to global problems • From politics to security to public health, from crime to the environment, a growing agenda of development issues can no longer be managed within the boundaries of any single nation. • Global and national coalitions for action are emerging centered around the United Nations’ indispensable role. The UN can bring together governments, civil society, multinational corporations and multilateral organizations—coming together around particular issues of concern and looking for innovative ways to address them. • Mark Malloch Brown UNDP-Vers4 0502

  3. A consensus is emerging • Anti-poverty • Sustainable human development • Governance/enabling environment/capacity • National ownership • “The World Bank is becoming UNDP and UNDP is becoming… what?” UNDP-Vers4 0502

  4. What will a new brand do for UNDP? • Clarify role, differentiate it among agencies in the new development context • Formalize the organization’s new character while affirming core values • Facilitate further progress UNDP-Vers4 0502

  5. What is a brand? • Brand = reputation • Reputation = promise + performance UNDP-Vers4 0502

  6. Why branding matters • CoherentProvides a clear and simple (not simplistic) context for all communications • DistinctiveCreates preference • AspirationalLeads the organization into the future UNDP-Vers4 0502

  7. Building a Brand • Foundation = Brand Positioning • Framework = Brand Attributes (Character) • Bricks = Client Interactions & Messages • Mortar = Corporate Culture UNDP-Vers4 0502

  8. Positioning is the core of the brand • What distinguishes us from others in our field? • A strong positioning must be: • Relevant to audience needs • Credible for the institution • Differentiated from the competition • Sustainable over time UNDP-Vers4 0502

  9. Positioning UNDP: the bad and the good news • “I don’t understand precisely what UNDP does.” • “They don’t have the money to be effective.” • “They are too close to governments.” • “Virtually anything UNDP can do, the World Bank can do better.” • But… • “UNDP does a heroic job of trying to achieve donor coordination.” • “The Human Development Report is a flagship product that makes good use of the UN’s legitimacy. The World Bank could never produce that.” • “Only UNDP can….” • “It has to beUNDP…” UNDP-Vers4 0502

  10. UNDP Brand Strategy • Strong UN association… •   Balanced with independent identity • Positioning rests on how UNDP delivers… • Brand by the “how,” not the “what” UNDP-Vers4 0502

  11. Sampleof Preliminary Positioning Concepts • Partner for change • Trusted advisor • Capacity builder • Connector • Network • Facilitator UNDP-Vers4 0502

  12. UNDP Positioning Statement • UNDP is the UN’s global network to help people meet their development needs and build a better life. We are on the ground in more than 180 countries and territories, working as a trusted partner with governments, civil society and the private sector to help them build their own solutions to global and national development challenges. • Our UN identity ensures our neutrality and our respect for each country’s control over its own future. Our commitment to development makes us advocates of change and our wide, decentralized presence keeps UNDP close to development issues, resources and thinking. Countries draw on the knowledge not just of the people of UNDP but also of our broad circle of partners, together encompassing a world of development experience. UNDP-Vers4 0502

  13. What does “Network” mean? An interconnected group or system A fabric or structure A supportive system of sharing information and services among individuals and groups having a common interest Connected over a large area Coordinated; purposefully arranged Widely distributed Examples: human nervous system; the Internet UNDP-Vers4 0502

  14. What does “Network” mean? CO Other UN CO NGO CO CO CO Donor CO SURF HQ CO CO HQ SURF CO CO CO CO CO CO CO Government THIS NOT THIS UNDP-Vers4 0502

  15. Many facts support our new positioning • Present in almost every developing country—more than any other development organization. • Chair of UNDG, Campaign Manager and Scorekeeper for MDGs • Coordinator role rooted deep in our 50-year history and culture • COs communicate directly with each other and with other agencies—not just through HQ—to access resources and thinking from around the world • RRs play unique role in promoting cooperation and collaboration among all members of the UN system • New knowledge networks in six global practice areas • Global and national HDRs gather information from many sources, authoritatively assess the status and goals of human development. • Other… UNDP-Vers4 0502

  16. Key Attributes of UNDP • Trusted (UN neutrality: client countries are in charge) • Effective (active, close to the issues, quickly links problems to solutions) • Knowledgeable and Connected (knows the answers or can connect to the right resources to find them anywhere in the world) UNDP-Vers4 0502

  17. What does this mean for our culture? • What will we do differently? • We are one organization, not 135 • We must all act as communicators • We must make the most of our common connections UNDP-Vers4 0502

  18. Applying the brand to communications UNDP’s new positioning is evolutionary, not revolutionary: it grows from UNDP history and field-driven culture. But it offers a new emphasis to match new global needs: • Describe activities in terms of the whole network • More strongly express connections between country offices or programs and other parts of the network • Not a passive grid or pool of knowledge but an active, dynamic, interconnected system for capturing best practices from North or South and delivering them wherever needed • Both an advocacy network (country and global) and a capacity development network • Stress how UNDP coordinates and draws upon different sources of knowledge and resources UNDP-Vers4 0502

  19. Applying the brand: Fact Sheet example • Current:“UNDP focuses on outside actors, including non-governmental organizations and the media, that can impact the legislative process. In Indonesia, UNDP supported the establishment of a Media Centre inside the National Assembly….” • Suggested:“UNDP’s experience around the world has taught us the importance of connecting outside actors, including non-governmental organizations and the media, with the legislative process. In Indonesia, UNDP applied lessons learnt in other countries to support the establishment of a Media Centre inside the National Assembly….” UNDP-Vers4 0502

  20. Applying the brand: Practice Description example • Crisis Prevention and Recovery(draft in progress) • Many countries are increasingly vulnerable to violent conflicts or natural disasters that can erase decades of development and further entrench poverty and inequality. Through its global network, UNDP seeks out and shares innovative approaches to crisis prevention, early warning and conflict resolution. And UNDP is on the ground in almost every developing country—so wherever the next crisis occurs, we will be there to help coordinate international assistance and bridge the gap between emergency relief and long-term development. UNDP-Vers4 0502

  21. Applying the brand: new standard description • (Draft in progress) • UNDP is the UN’s global development network, advocating for change, seeking out and sharing best practices, and helping people build a better life. We are on the ground in more than 180 countries and territories, helping them create their own solutions to global and national development challenges. As they develop their local capacity they rely on UNDP for our own knowledge and resources and for access to our wide range of partners. UNDP-Vers4 0502

  22. Brand Launch Milestones • Internal branding presentations In progress • Update Branding Website In progress • Branding toolkit printed & posted on Web Week of June 3 • Train HQ-based brand presenters Week of June 3 • Replace logo on Website (on embargo) Week of June 3 • MMB video to staff mid-June • Messages developed at all levels June-July • Publications & launch HDR, IAR July 24 UNDP-Vers4 0502

  23. Bureau/CO Action Plan • What does this mean to our audiences (internal/external)? • What are their special needs? • How can we bring the brand to life for them? • What are the benefits to them? • What is the emotional content? UNDP-Vers4 0502

  24. An opportunity and a challenge • Opportunity: • Exciting time: Afghanistan, Nobel Prize • Reach out to all constituencies • It’s about the positioning, not the logo Challenge: • Convey what has changed and what has not • Translate into audience benefits • Achieve consistency • Clarify, educate and inspire UNDP-Vers4 0502

  25. If the new UNDP brand is… • Associated with real improvements and benefits… • Understood and communicated by managers… • Embraced by staff in the field and at HQ… • Implemented strongly and consistently… • Then the “mortar” grows stronger… UNDP-Vers4 0502

  26. Then the new UNDP brand will succeed • It will symbolize the organization’s progress, provide a rallying point for its people,and inspire still greater achievements on behalf of human development. UNDP-Vers4 0502

More Related