Umbrella Brand

In integrated SBCC programs, it is usually a good idea to create an overarching, umbrella brand that encompasses multiple health topics. This helps unify SBCC efforts under a single brand, link issues in the minds of the audience, draw attention to lesser-known issues and act as a force for cohesiveness in messaging and other aspects of SBCC. The Ghana GoodLife program exemplifies the umbrella brand.

Creating a Brand

The following section on developing and testing creative concepts provides more guidance on umbrella brands. Visit HC3’s three-part guide on how to create a brand strategy for additional information, including: how to use audience insight to drive your brand; how to develop positioning for a branded product, service or behavior; and how to develop the personality and look of the brand.

Tip

When multiple donors – or even multiple projects under a single donor or multiple activity managers within a single donor on a single project – favor integration but want a lot of control of treatment of their issue, an umbrella branding strategy might be a good option.

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Creative Concepts and Materials