Gabriela Ehrlich IEC Global Head Marketing & Communications

What is a brand? A brand is a visual identity, logo and design but also much, much more.   A brand is the promise of what an organization does and why that matters. It is a psychological construct that is continuously filled with meaning. CEOs are fully aware of the importance of brands, even when they don’t understand the necessity of Standards. In our world it is generally the other way around: while NECs fully understand the importance of Standards they are not always aware of how brands impact their business and increase their efficiency.

It can weaken because the company failed to keep up with new technology developments. Trademark owned by the Eastman Kodak Company

It can become less desirable because new knowledge or regulations impact the products it promotes. Trademark owned by Philipp Morris International

It can loose trust because of illegal activities of the brand owner. Trademark owned by Volkswagen Group

Brand value A brand has value. The simple fact that you would generally prefer a Coca Cola over a non-branded cola is due to the value and promise of the brand. Trademark owned by the Coca Cola Company

A strong brand differentiates A strong brand can help differentiate offerings and generate preference. The same store and products feel different when an important brand is associated.   Trademark owned by Apple Inc

global reach: 170 countries 99.1% of world population 99.2% of energy generation The IEC is not only an international organization, it is also a growing brand globally.

The IEC brand Our brand is an asset. It has been around for over 110 years. And while the design of the IEC brand has been modified in the 80s, our brand has a lot of meaning to those in the know.   The IEC brand sets expectations and delivers on the promise that when people buy an IEC International Standard they receive a technical basis that is state-of-the art and has value, globally. It benefits from a high-level of trust and is synonymous of quality, safety, interoperability and many other positive values. This reputation lends it authority and credibility.

IEC contributes to big societal challenges such as urbanization, universal energy access, rural electrification, mobility, water management and much more.   The IEC brand is carried through many channels including social, online, trade media and media relations, but also through our products such as IEC International Standards and the IEC Conformity Assessment Systems.

Make the link Sometimes the IEC brand disappears. For example, when Standards are adopted and Guide 21 is not properly applied. This is not only bad for the IEC, because we don’t get any credit for our work, but it also makes it difficult for national stakeholders to understand the link between the IEC and the IEC National Committee or the Affiliate NEC. This can have a negative impact in many ways.

Awareness, preference, action So why is it important to have a strong brand? A strong IEC brand offers a real competitive advantage. We can move faster from awareness to preference to action. Action meaning: using IEC International Standards or participating in IEC work.   Increased awareness also gives us an advantage for resources, for example experts. Increased awareness makes it easier for them to convince their management that they should participate. Why? Because key people in companies will know about us and how we contribute to their bottom line. They learn to see us as an important partner that can provide them with a seat at the table where the technical rules for global trade are written. We provide them with competitive influence at the global level. They will understand that we are not a philanthropic organization and that many other companies participate in our work. They will better understand the relationship between the global level (IEC) and the national level (the NC or Affiliate NEC).

Easier to build relationships We become more efficient as an organization.   For example: it’s easier to get in contact with key organizations and build partnerships with them. There is less need to explain and it is easier to get recognized and heard. It is also easier for outside audiences to remember us.

Broader reach and impact Our reach and impact grows. We are heard when we speak and we are invited to the table. That in turn increases the reach of our work. It also facilitates your outreach to national stakeholders. A strong, visible IEC brand helps move the whole IEC community forward.

Strengthen and protect Ensure consistent use: trademark policy Legal protection – registration in 73 countries – more to come Demonstrate use in each country To strengthen the IEC brand further, we need to ensure its consistent use. For that we have put in place a trademark policy, which we will share with you in the coming months.   We are also protecting the IEC brand globally. We have registered it in 73 countries, with some applications still pending. We will continue this effort until the IEC brand is duly protected everywhere. We also try to defend the IEC brand from misuse by others. To be successful with this, we always need to prove that the IEC brand is used in the country it is registered in. For that we need your help.

IEC Affiliate NEC = only national link to the IEC Affiliate NECs need to take full advantage of the IEC brand too. Claim the IEC brand in your country.   After all, your organization is the national link to the IEC. By making a strong link between your national organization and the IEC global brand you can collect all the benefits.

Strong IEC brand = strong IEC Affiliate NEC You have a strong brand in your country and the IEC brand can help make it stronger by giving it an additional point of differentiation.   Explain the link between your organization and the IEC online, on materials, at your reception area.   We have prepared a basic package that includes a plexi display which you can have at your reception or where ever suitable. You have stickers that you can place on your entrance door or windows. You have access to stationary and business cards which you can use when you have the opportunity. Last but not least, by making the IEC more visible in your country, you can help us demonstrate that the brand is used in your country.