Brand and corporate identity
Audiences seek and use information, advice and guidance from organizations they trust and that have strong reputations for competence around the public health issue of interest, as well as perceived as independent and proven leaders on global health matters. WHO enjoys a high level of recognition among its stakeholders and is perceived by external stakeholders as highly credible.
According to the 2015 Perception Survey WHO enjoys a high level of recognition among its stakeholders and is perceived by external stakeholders as highly credible. The Survey found that 88% of external stakeholders view WHO as important or indispensable to their health work, and 84% perceive WHO as the most effective organization at influencing global policy for improving people’s health. WHO’s logo is widely recognized, and as such is an important element of WHO’s brand identity.
WHO’s corporate identity communications work involves improving awareness and understanding of what we do as an Organization, how we do it, and the underlying values that guide our work. More concretely, we identify opportunities, both internally and externally, for creating awareness of our work; provide communications support for positioning WHO at events of importance for global health; run training sessions for staff on what it means to be a WHO Brand Ambassador; and develop policies and guidance on use the WHO logo and other branded products, and advise on their use.
Lastly, we undertake regular surveys on internal and external perceptions of WHO,
to help guide our work.