Introduction
Branding helps create a unique identity and a selling point for an audience and organisation.
Branding is crucial for Think Tanks as it shapes their identity, builds credibility and amplifies their influence. A strong, recognisable brand ensures that an organisation stands out in a crowded field of research, advocacy and policy-making, making engaging with stakeholders, attracting funding and disseminating impactful ideas easier.
Branding also plays an important part when one engages with stakeholders, especially those who have little time to listen to you. Efforts to brand a Think Tank act as a great introduction and help focus on specific dialogues while engaging/meeting busy stakeholders.
What is Branding in Communication?
Branding in communication refers to the process of creating a unique and consistent identity, message, and perception of an individual, organisation, product, or service. It involves using strategic communication methods to shape how the target audience perceives and interacts with the brand. Branding goes beyond just a logo or tagline; it includes values, beliefs and the identity of a Think Tank. As an effective evidence-based communication tool, it helps a Think Tank to increase visibility and credibility and ensures impact. If used effectively, think tanks can showcase rich research findings to influence policy-making processes and ensure stakeholder engagements are meaningful.
Importance of Branding
Boosts Public Engagement
Fosters a two-way communication with stakeholders due to consistent and recognisable messages conveyed. Since the messages are evidence-based accounts it is easy for policy makers to respond and react to the same.
For example, some of the Think Tanks brand themselves as a data-driven organised which ensures that they are unbiased in their recommendations/opinions.
Ensures Trustworthiness
A strong brand indicates expertise, experience, reliability, and trustworthiness since research is data-driven. Narratives are not merely advocacy-driven but backed by a rigorous methodology and objective.
For example, some Think Tanks are often recognised because of their branding as an authoritative and unbiased policy research entity.
Fosters Trust with Stakeholders and Funding Agencies
Branding demonstrates evidence-based work, impact, and professionalism, which often ensures long-term engagement with funding agencies. In fact, a Think Tank with an effective branding strategy becomes the “Go-to” Think Tank for both research and recommendations.
For example, some Think Tanks leverage a strong brand to attract funding from policy-aligned donors who see value in its evidence-based reports.
Focuses on Being an Expert on a Given Subject/Issue
Branding helps a Think Tank stand out strong on a particular issue because of its uniqueness. It allows Think Tanks to showcase perspectives and unique approaches to research and policies and, most importantly, contributes largely to policy research.
For example, some Think Tanks brand themselves as ambassadors for issues like Climate Adaptation, Gender, and international affairs by focussing on research, publications, and policy dialogues in their chosen areas.
Ensures Strong and Viable Digital and Media Communication Strategies
Think Tanks often work in a space where information is either saturated or short-lived, especially when information needs to be shared with media, policymakers and others. Small-sized messages leave a great and lasting impression and easily draw the attention of stakeholders (who are often busy and sometimes impatient).
For example, some Think Tanks have adapted various communication modes to convey/share information and they include-Podcasts, Reports, social media platforms, digital formats to name a few.
Best Practices for Branding in Communication
The key elements to ensure that your approach to branding is effective and useful include:
- Express and showcase the values of your organisation
- Ensure uniformity across all communication
- Be realistic and direct; do not over-promise or mislead with vague messages
- Know your audience and tailor/customise information
- Use compelling storytelling or narratives as an approach since they attract the audience
- Connect through multi-channel communication platforms so that the audience/stakeholder can choose the right one.
Conclusion
Think Tanks require the ability and experience to influence policies, engage with stakeholders, and provide evidence-based recommendations. Branding becomes an integral and important part of this space, and hence, Think Tanks require leveraging this to ensure that their research findings reach the right audience at the right time and place.