Blueprint outlines how co-operatives can build identity

​In a special series of articles, eDigest is examining the Blueprint for a Co-operative Decade to see how each theme is currently being supported by co-operatives . . .

One of the International Co-operative Alliance’s goals in the Blueprint for a Co-operative Decade is to build the co-operative message and secure the co-operative identity.

The market-place for social or ethical business is a crowded one, according to the Blueprint, with many using similar language and the messages of co-operatives.

Even though co-operatives have the seven principles, the Blueprint, outlines that this may not offer adequate clarity when competing with other businesses from one jurisdiction and legal system to another.

Over the next decade, co-operatives need to look at identity — how the movement recognises itself — and message — how the identity of co-operatives is communicated to the outside world.

A key message from the Blueprint, which has been developed by a working group of co-operatives with the ICA, is to design a common symbol that will create a similar take-up seen with the International Year of Cooperatives logo.

Already the ICA has advanced in this area. In March, the ICA appointed a design co-operative to lead the research and design of a global visual identity for the co-operative brand.

In May, the research project was completed with 1,026 respondents from 86 countries taking part in English, French and Spanish. The results of the survey will define the key messages of the global brand and visual identity, which is set to be unveiled at the ICA Global Conference and General Assembly in November and will be something that all co-operatives can align with and which will differentiate them from other forms of business.

Around the world, co-operatives have already seen the power of joint branding initiatives. In the UK, the Co-operative Group developed ‘The Co-operative’ brand for independent retail societies in the country, which is visible across 10,000 outlets. While in the US, the National Rural Electric Cooperative Association created a nationwide brand under the Touchstone Energy Cooperatives brand for over 700 co-ops.

In addition to branding, the Blueprint states that co-operatives can increase identity through co-operative education, business schools and professional bodies and by monitoring public reception. Also solidarity among co-operatives needs to be strengthened by encouraging larger co-operatives to put aside some of their profits to support the development of new and small co-operatives.

• Click here to follow the progress of the global co-operative branding project. Image: Touchstone Energy and The Co-operative brands