Dierenbescherming brand strategy

Services by BR-ND People: Strategy (purpose, positioning, portfolio); Culture (internal branding, values, behavior, storytelling)

Introduction

The Dutch Society for the Protection of Animals has been dedicated to the rescue, care and protection of animals for over 150 years. It is an organization with approximately 400 paid employees and 4,000 active volunteers. They work spread across the Service Centre in The Hague, the four regional offices and across local shelters, ambulances and dog schools (a total of some 60 locations).

Since 2016, there is a new organization where all parts fall under Dierenbescherming. Before that, the animal ambulances, shelters and dog schools were autonomous.

Dierenbescherming is the largest and best-known animal welfare organization in the Netherlands. Unlike other animal welfare organizations, the working area of the Animal Protection Service is broad and covers many aspects of animal welfare. These include the shelters and animal ambulances, the Dierenbescherming Inspectorate, lobbying to improve legislation, the Beter Leven label, and more.

Challenge

The question was how the Dierenbescherming should position itself in relation to the other players in the field of animal welfare. There was a need for an attractive brand story that had broad support and in which the various employees, volunteers and donors could identify. Whether you are a lobbyist in The Hague or drive an animal ambulance.

Approach

Through a process in which employees (paid and volunteers) and many external stakeholders were involved, the content was inspired for the new brand and organizational story of the Dierenbescherming. Central to the approach was 23plusone, many vision conversations, an Insider and Outsider survey, the BR-ND Kitchen and co-creative sessions with the board and many employees.

Results

In this booklet, the story is further developed and written down for all people who are part of Dierenbescherming. In addition to retrieving, developing and documenting the brand and organizational strategy, we were involved in internalizing it, especially with the goal of developing new behaviors and activities.