Brand management
In 2012 most activities to standardize War Child’s brand management were realised as planned.
- A brand book was published and launched internationally.
- A new house style and templates have been delivered and implemented.
- An ‘online brand guide’ called Brandon was developed to advise colleagues on brand matters.
- Workshops on core values with all staff were held.
A style guide on tone of voice was not developed as planned due to lack of capacity.
Brand performance
War Child regularly measures its reputation and image through name recognition, knowledge about War Child activities, the attitude towards the organisation, the intention to support and the recognition of core values. Because of a restructuring of the communication department, the measurement over 2012, normally taking place in January 2013, was postponed to April 2013. This allows for a new set up according to new targets and thereby increases the relevance of the research.
Some results from 2012:
- 1,252 offline publications and 63 items on television or radio: on target.
- 15th place in ranking of the Transparency Award: on target. In 2012 War Child aimed at making the Annual Report 2011 as short as possible, while complying to standards and safeguarding a top 25 annotation in the Transparency Award ranking. Our annual report counted 42 pages instead of the average 72.
- Maintain brand recognition around 95%. In 2011, War Child realised 93% brand recognition. It is expected that the next measurement will be at least at the same level, as visibility in 2012 increased significantly thanks to a corporate campaign, visibility of ‘538 for War Child’ on TV, and media exposure on the situation of Syrian children.
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