I’ve been having some really interesting conversations, both based on my own experience and experiences of some other companies I know, when it comes to working with what i’m now calling the new generation of development organisations. This new generation that likes to take private sector strategies to make them more effective and efficient (I’m guesisng that’s the thinking behind it). Generally speaking I think this could be good for them, as long as they are selective in the strategies they choose and don’t forget their core purpose. A company’s core goal is to make money, a non-profit or development organisation should be to benefit the lives of the communties they serve.

But, now I’m beginning to wonder if some of these development organisations have not lost sight of that with their branding strategies. There is the one organisation that have been given an opportunity to reach 60million viewers across Africa with their message on concurrency and HIV transmission and are on the verge of losing the opportunity merely because they want to direct how their logo should appear.

Another project I know of that has been almost at a standstill over how it will be branded for several months now, yet the core message of the project hasn’t even been discussed.

Am I the only one concerned by this trend?

I definitely understand the importance of these organisations wanting their recognition, especially if they put in the core funding for the project in the first place, but it can’t outweigh the benefits of reaching your intended audience with critical information. And if you invested $150,000 to reach 2-3million people, then isn’t this a massive win to reach an additonal 60 odd million?

Let’s be honest in today’s world anyway, the user has so many ways to find the source of anything – isn’t that exactly why the internet was invented? Well maybe not, but it does it anyway. So if a user sees something on tv, it’s only an internet search engine away to find out all there is about the product, including who is behind it.

And why is your brand so important to the consumer anyway? Exactly what service or product are you selling anyway? If you’re selling a condom for example, then yes, you want your brand name and/or logo all over the project. But if you’re selling the ability to make informed, responsible choices…? Not really sure how your brand comes to play in that. Though I guess you could say ‘because of the US government I have decided to use condom every time I have sex’. Hmmm, who actually says that?

On the other hand, if it’s for other donors where you get money from then why not just include it in your annual report? What are the chances that your donors will see the project in action, with your logo on it?

I guess what I’m trying to say is that while brands are important and definitely getting your brand out there is important, must it come at the expense of the social, health, economic development message you’re working to achieve?

Advertisements