Context

BPN (Business Professionals Network) is a Swiss based NGO with its core mission to promote small and medium-scale businesses in developing countries. Through teams bringing valuable Swiss SME expertise, know-how, and training from Switzerland, the foundation supports local entrepreneurs, providing stability and acting as a form of development aid. Having successfully created more than 35'000 job opportunities in these countries over the past 25 years, BPN is exploring ways to position itself for the future. The board and the team are seeking to effectively communicate their cause, identify suitable donation models, and develop resonating key messages to ensure the continued support for their mission.

Challenge

BPN encountered a central challenge in effectively communicating their business-related donation model, which differ from more commonly understood causes. Simplifying this complex concept proved to be a demanding task. Additionally, the foundation faced difficulties in differentiating themselves and standing out within a highly competitive donation market. Finding the most effective channels and approaches for communication was pivotal in the team’s efforts to overcome these challenges.

Approach

By conducting in-depth analyses, Brand Affairs proactively engaged with employees and donors, listening attentively to uncover the critical success factors for improving their overall visibility. Moreover, the team explored which messages resonated most effectively with their donors. Following this, a collaborative brand strategy workshop involving the team and the foundation's board resulted in a polished communication strategy for BPN.

Project

Brand Strategy

Industry

NGO

Partner

Country

Switzerland

Implementation

2017, ongoing

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

With a refreshed identity and strategic positioning, BPN achieved remarkable accomplishments. Compelling messages were skilfully crafted, bridging the gap between Swiss SMEs and the supported enterprises in the designated countries. The launch of a new website facilitated the clear communication of these key messages, allowing BPN to successfully reach their target audience.

“We deeply appreciate Brand Affairs' support in successfully positioning BPN for the future. Their assistance, expertise and strategic approach continuously increase our visibility and impact significantly.”

Willi Helbling

CEO, BPN