In order for our mission, goal and the values that we are presenting and offering to desired target group, it is necessary find the best possible way to tell our story. A story about who we are and what we want, what ideas we advocate for and what vision we follow. Apart from storytelling, i.e., telling the story of our organization, an important step in building the organization's brand is communicating the values we represent. Taking personal values like responsibility, loyalty, consistency and tolerance to the organizational level helps us connect with our target group and create a brand.
Successful brand creation involves few steps. The first step refers to the already mentioned values, their definition and determination - what is our mission, what we believe in and what we advocate. The second step when creating a brand concerns the definition of the target group. When determining the target group, we should design a photo robot of our ideal representative of the target group and ask ourselves what are the habits of that person, what he/she likes to do, what media he/she follows, what he/she likes or dislikes.
This is followed by the determination of the visual identity, internal and external communication and finally, marketing. When presenting what our organization does, we should always communicate the benefits for users so that they can clearly see how what we offer contributes to them. We can communicate our mission to the general public, media, academic community, civil sector, business sector, donors. When presenting the mission and goals of our organization, it is necessary to answer the questions: who are we, what do we do, why is it important to the target group, and finally, why is it important to the general public?
Social networks are an indispensable tool for bringing our work closer to the target groups we address. By presenting it on the networks, it is easier to reach users who find our activities useful and significant. Each of the social networks, whether we are talking about Facebook, Twitter, LinkedIn or Tiktok, has a specific purpose and a number of opportunities that should be used in order to better present ourselves to the target groups.
The activities we carry out sometimes need to be quickly and easily presented to the public. One of the useful tools for this is mobile journalism. With mobile journalism, we can create quick content and tell the story of our organization using only a mobile phone. In addition, this type of content creation is economical, accessible, discreet and more receptive to people, given that we have everything we need to create appropriate content on one device.
From 13th to 15th July, Mobile Journalism/Organization Branding training was held in Vrnjacka Banja, in which 11 partner organizations took part. Together with the trainers, the participants had the opportunity to expand their knowledge in these areas. The workshop was organized by the Belgrade Open School within the project "Civil Society as a Force for a Change in the Serbia's EU Accession Process", implemented with the help of the Embassy of the Kingdom of Sweden in Belgrade.
