Natuurmonumenten brand positioning and portfolio strategy
Services by BR-ND People: Brand strategy (purpose, mission, vision, proposition, positioning, portfolio); Brand culture (values & behaviour).
Background
Natuurmonumenten is a leading organisation in the Netherlands for the conservation and promotion of nature. Natuurmonumenten owns and exploits over 355 areas. A key strategy is to connect all people with nature.
Challenge for Natuurmonumenten
Jointly identity a future-proof brand & portfolio strategy for the Corporate brand Natuurmonumenten, particularly in relation to the OERRR brand, aiming at young children.
Result
Through a collective process by means of the BR-ND Insider and Outsider, involving all employees, volunteers, members en non-members, we surveyed the existing and future brand image and organisation identity. In the BR-ND Kitchen we laid the foundation for the purpose, why, strategic pillars and values of the brand. Through various interventions we have been supporting Natuurmonumenten with internalisation and activation of the new Brand Heart Beats.
