Bringing the New UNDP Bringing the New UNDP Brand to LifeBrand to Life

May 2002

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Global solutions to global problemsGlobal 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

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A consensus is emergingA 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?”

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What will a new brand do for UNDP?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

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What is a brand?What is a brand?

Brand = reputation

Reputation = promise + performance

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Why branding mattersWhy branding matters

CoherentProvides a clear and simple (not simplistic) context for all communications

DistinctiveCreates preference

Aspirational Leads the organization into the future

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Building a BrandBuilding a Brand

Foundation = Brand Positioning

Framework = Brand Attributes (Character)

Bricks = Client Interactions & Messages

Mortar = Corporate Culture

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Positioning is the core of the brand 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

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Positioning UNDP: the bad and the good newsPositioning 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 be UNDP…”

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UNDP Brand StrategyUNDP Brand Strategy

Strong UN association…

  Balanced with independent identity

 Positioning rests on how UNDP delivers…

Brand by the “how,” not the “what”

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Sample of Preliminary Positioning Concepts

 

Partner for change

Trusted advisor

Capacity builder

Connector

Network

Facilitator 

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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.

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What does “Network” mean?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

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What does “Network” mean?What does “Network” mean?

THIS NOT THIS

CO

NGO

CO

CO

Other UN

Donor

CO

CO

CO

CO

COCO

CO CO

CO

COCOCO

HQHQ

Government

SURF

SURF

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Many facts support our new positioningMany 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…

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Key Attributes of UNDPKey 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)

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What does this mean for our culture?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

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Applying the brand to communicationsApplying 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

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Applying the brand: Fact Sheet exampleApplying 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….”

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Applying the brand: Practice Description exampleApplying 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.

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Applying the brand: new standard descriptionApplying 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.

 

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Brand Launch MilestonesBrand 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

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Bureau/CO Action PlanBureau/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?

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An opportunity and a challengeAn 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

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If the new UNDP brand is… 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…

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Then the new UNDP brand will succeedThen 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.