Rejuvenating the Social Housing Brand
June 20, 2012
Mentioned: Hauser Center research project The Role of Brand in the Nonprofit Sector
Topic: Examining the social housing brand
“For those of us who care that social housing retains a non-commercial aim, we must actively contribute to developing the sector’s brand. There needs to be a better alignment between the sector’s image and its social and cultural identity.
Harvard Kennedy School recently published Idea, a new conceptual framework for branding in the non-profit sector. Idea – which stands for integrity, democracy, ethics and affinity – seeks to guide third sector branding so that it links with actual social impact, reflects the sector’s mission and stays true to intrinsic values.
But building a powerful brand is about more than creating a strong positive perception in the minds of stakeholders – tenants and communities. It must also reflect all the tangible benefits of the brand in terms of delivery on the ground, the highest possible ethics in governance and the inclusion of stakeholders in the decision making process…”