Forum for Agricultural Research in Africa (FARA) – Strategy

Brand Strategy Development

Alder facilitated a strategy session in South Africa for the Board & Management of FARA.

During the session, key brand challenges were identified including: low name recognition among institutions & the general public, limited communication of achievements and absence of visual standards. To counter these issues, FARA’s brand was positioned along three lines: quality, recognition and impact. The organisation’s brand values, personality, promises and potential eroders were defined alongside the vision and mission. The mission of FARA is: “Making science work for Africa’s development”.

The brand strategy was documented in a brand policy report and an implementation plan was designed.

Communication Strategy

FARA’s communication objectives were clearly defined as follows:

• Define & introduce FARA
• Demonstrate FARA’s relevance
• Articulate FARA’s impact
• Advocate for African agricultural research

Our communication strategy outlined audiences, solutions and programmes across traditional & digital media. A brand narrative was scripted to guide all communications and a detailed implementation plan (and budget) was produced.