Brand positioning
Characteristics of UNDRR
Characteristics of UNDRR
Knowledgeable
Knowledgeable
Convince people with credible knowledge of what may and will happen
Approachable
Approachable
We need to work with all the different stakeholders to complete our mission
Collaborative
Collaborative
We need to be seen at the same level as the people we are working with
Brand awareness
Brand awareness
Awareness should be enhanced because frequency and severity of disasters are increasing.
Awareness should be enhanced because frequency and severity of disasters are increasing.
However, it is not so much about the organization but more about the agenda.
However, it is not so much about the organization but more about the agenda.
Mami Mizutori
How to increase brand awareness?
How to increase brand awareness?
The following tactics are the result of internal and external surveys and interviews, conducted in 2018 during the effort of the UNDRR brand harmonization.
- More targeted communication for different stakeholders
- Reach out to specific groups who can make an impact (private sector, UN country representative, media)
- Measure effectiveness of outreach and workshops (surveys, stats, feedback on progress, e.g. voluntary commitments)
- Make it clear that UNDRR is at the heart of the UN (use of UN logo, branding, positioning)
- Bring PreventionWeb (and other tools) closer under the umbrella of UNDRR.org
- Be inclusive and promote other players, since this is part of the organization’s mandate, but claim “ownership” when appropriate
- Increase social media presence and communicate rapidly when disasters occur (with emphasis on prevention and recovery)
- Harmonize digital design around Sendai branding (colorful and recognizable)
How to communicate effectively?
How to communicate effectively?
Effective and timely communication is a major contributor to reinforcing the brand and having a greater impact. Below are the most important guidelines:
- Avoid UN jargon whenever possible
- Communicate on prevention in a positive way (use positive images)
- Make stories around real people, not just issues
- Be short and concise on the web, use the "Inverted Pyramid"
UNDRR corporate messaging
UNDRR corporate messaging
UNDRR_PPT_Template.potx