Co-operative Identity and Branding

This event offers a collaborative space for leaders to share insights and practices, build the network, and inspire collective action.

Building on the momentum of the second United Nations International Year of Co-operatives (2025), this symposium will focus on bolstering the co-operative sector's connectivity, reputation, and engagement. Anchored in alignment with the co-operative identity, we will tackle brand image and its intersections with marketing, communications, and culture.

Themes

Assessing authenticity: Labels and certifications

• This theme explores how labels and certifications can demonstrate genuine co-operative values and practices in an increasingly crowded marketplace. It examines how authenticity is assessed, maintained, and communicated to avoid greenwashing or value dilution. Participants will discuss best practices for using certification as a tool for trust, transparency, and accountability.

Effective branding: Co-operative identity, positioning, and messaging

• This theme focuses on defining and expressing a clear co-operative brand that reflects shared values and member ownership. It looks at how co-operatives can position themselves distinctively while remaining true to their principles. Sessions will address consistent messaging that resonates with members, customers, and wider stakeholders, creating co-operative resilience.

Marketing the co-operative advantage

• This theme highlights how co-operatives can articulate and promote what makes them different from investor-owned businesses. It explores strategies for translating values such as democratic ownership, community impact, and fairness into compelling marketing narratives. The focus is on turning purpose into a competitive advantage. This stream also explores marketing campaigns and cases, as well as tools and tactics for effective marketing for a co-operative.

Communicating co-operative identity and building co-operative culture (internally and externally) 

• This theme examines how co-operative identity is lived, not just stated, through everyday communication and practice. It considers how internal culture, member engagement, and staff understanding strengthen external credibility. Participants will explore ways to align internal values with external communications to build trust and cohesion.

Resonating in the contemporary digital landscape

• This theme addresses how co-operatives can effectively connect with audiences in fast-changing digital environments. It explores the use of digital platforms, storytelling, and data to amplify co-operative values and engagement. The focus is on staying relevant, visible, and authentic online while adapting to emerging trends.

Organizers