Brand positioning

Characteristics of UNDRR

Knowledgeable

Convince people with credible knowledge of what may and will happen

Approachable

We need to work with all the different stakeholders to complete our mission

Collaborative

We need to be seen at the same level as the people we are working with

Brand awareness

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.

Mami Mizutori

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?

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_PPT_Template.potx

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