How to Create a Brand Strategy Part 1: Using Audience Insight to Drive Your Brand 

Introduction 

What is a Brand and Why is Branding Used in SBCC?

Branding is a marketing technique that has been successfully used in the commercial sector for years to sell products and services. The brand is the idea or promise made to the consumer to distinguish the product or service from its competition. It is expressed in names, terms, logos, symbols or designs. Brands help to define quality, build awareness and recognition, and help the consumer form long-term relationships with products and services. Some of the most globally successful commercial companies – like Coca-Cola® and Apple® - have the most recognized and respected brands.

Branding also can be used successfully in social and behavior change communication (SBCC) programs to help intended audiences adopt and maintain desired behaviors. Behaviors, such as exclusive breastfeeding, taking public transportation or adopting a family planning (FP) method, can all be branded to make the behaviors more appealing to audiences. SBCC programs can be branded, as can public sector health services.

Download: How to Create a Brand Strategy Part 1