Nato Brand Guide


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NATO BRAND GUIDE
A practical guide to working with the NATO brand

NATO Brand Guide

If you have a brand-related question or would like advice on NATO branding, please contact the Public Diplomacy Division on [email protected]
This is a living document that will be regularly updated. North Atlantic Treaty Organization © NATO, March 2017 1

OVERVIEW

1. Before we start

4

2. Why we exist

10

3. Our brand narrative 18

4. Who we are

26

5. Our language

34

6. Our images

38

7. Our logo

44

8. Expert tips

50

1.
BEFORE
WE START
Setting the scene
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NATO Brand Guide

i Good to know

FOOD FOR THOUGHT

BUILDING A STRONGER NATO TOGETHER

• Overall awareness of NATO is high, but there are large differences among NATO Allies.
• On average across allied countries, 61% of people believe NATO is essential for their country’s security.
• Women and young people generally have a weaker connection to NATO.
• Younger generations are less likely than others to associate NATO with the idea of peace and security, and more likely to relate it to war and military.
• NATO is perceived to be a strong organisation, but is also seen as lacking transparency and honesty.

If you work for NATO, this guide is for you. Because you are NATO. Whenever you talk, write or tweet, or even when you choose not to say anything, you are helping to build our brand. And yes, NATO – like the EU or the UN – is a brand. We don’t sell things, but we do provide an important service to the citizens of our nations: we safeguard peace, freedom and security. NATO’s brand is the way that our publics, our partners, and our potential adversaries perceive our Alliance, its decisions and its actions, or how they think and feel about us. Research shows that NATO is not always well known, and is sometimes misperceived. That is why building a strong brand is important. If we don’t tell our own story, others will tell it for us. To connect with the almost one billion people who live across the Alliance, and to make sure they support and value us, we have to explain every day why NATO matters. Our brand makes NATO better known, and it makes it easier for people to understand who we are, why we exist and what we do.
This guide book is meant to help all of us communicate NATO more effectively and consistently. It is an important tool to help us build a stronger NATO together.

Oana Lungescu

Ambassador Tacan Ildem

Source: NATO research in 16 allied countries (2016).

NATO Spokesperson

NATO Assistant Secretary General for Public Diplomacy

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Good to know

THE 95% RULE
Psychologist Daniel Kahneman won a Nobel prize for his work on behavioural economics. He demonstrated how 95% of the decisions we make are guided by intuition and instinct, not by rational thinking. Although we like to see ourselves as rational creatures, our emotions guide us more often than we think.
If we want our communication to be effective, we have to reach the emotional and instinctive side of people (the 95%), not just the rational 5%.
Interested in reading more about how intuition guides our decision-making? Key books on the topic include ‘Thinking, Fast and Slow’ by Daniel Kahneman and ‘Pre-Suasion’ by Robert Cialdini.

System 1: Intuition & instinct

System 2: Rational thinking

95%

5%

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CONNECTING WITH A WIDER AUDIENCE
If we want to make our communication more effective and reach a wider audience, we have to understand how to address the intuitive and emotional side of people, not just the rational one. We will only create and sustain that strong connection if we let people feel who we are and why we are important in their daily lives. The time to act is now. If we don’t create and sustain that strong connection between NATO and citizens in Allied countries, others may do it for us. And the story they tell about us will be driven by their own agendas. If we let this happen, the NATO brand could suffer serious damage.

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2.
WHY
WE EXIST
...and why that matters

Good to know
EXPLAINING OUR “WHY?”
In his book ‘Start With Why’, Simon Sinek explains how most organisations know what they do and how they do things, but very few organisations can articulate why they do what they do. What is their purpose? What is their cause? And why should anyone care?
Find Sinek’s famous TED-talk about this subject by Googling “Sinek start with why TED”.

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ANSWERING A REAL NEED
What would this world look like without us? Why would anybody care? If we want to be relevant in people’s lives, we must connect with them. We have to make people feel that we can help them. We have to convince them that NATO is a real answer to a real need. But what innate need does NATO answer? The need to feel safe and protected.

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why
how what 11
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Good to know
WHAT DO OTHER ORGANISATIONS PROMISE?
UNICEF
People’s need To grow and to develop
Promise To advocate for the protection of children’s rights, to help meet their basic needs, and to expand their opportunities to reach their full potential.
Google
People’s need To be informed
Promise To organise the world’s information and make it universally accessible and useful.

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THE PROMISE WE MAKE
NATO GUARANTEES OUR FREEDOM AND SECURITY.

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MAKING A CONNECTION
NATO in general remains a very well recognised brand, second only to the UN among international organisations. So there is a strong foundation to build on. But we also face some significant challenges. In some Allied countries, over half of 18-24-year-olds haven’t even heard of NATO. Across all Allies, people with lower education levels are generally less likely to see NATO as relevant in maintaining peace and security, and almost a quarter of people believe NATO actually makes the world more dangerous. This will be our most important challenge: To create an emotional connection between NATO and those citizens who do not know who we are, what we do and why we matter. A clear brand narrative will help us make this connection.
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3.
OUR BRAND
NARRATIVE
What do we want people to know about us?

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Nato Brand Guide