War of words over social enterprise brand proposals

A possible three-tier identifier for social enterprise could be confusing and risks misuse, according to readers of Social Enterprise.

Last week's exclusive New three-tier brand for social enterprise to be unveiled sparked more than a dozen comments from social entrepreneurs from around the UK.

Although most agreed with the need for a brand for social enterprises that had met certain criteria, they thought a second brand for organisations on a social enterprise 'journey' was unnecessary.

Social economy consultant Angier Griffin, former CEO of Traidcraft, said: 'We all want to be better recognised, but the proposed three tier 'brand' risks adding more confusion than value.

'It is laudable to want to promote the sector and encourage greater recognition. Will a scheme which seems muddled in its use of marketing terminology be the best way to do this?'

Duncan Goose, CEO of One Water, agreed and said the mark devised by Rise should be rolled out as it is now.

'If it's not policed properly and it's free to the brand/product/organisation it will have absolutely ZERO value and will be mis-used by people,' he said.

'Rise did a great job of creating a model that worked, albeit only a handful of companies made the grade. They should roll this out nationally rather re-investing a much poorer wheel.'

Bob Northey, director of Social Traders, also thought one brand and one mark was the way forward.

'Surely any successful brand is a single identifier, mark or logo,' he said.

'If consumers are calling for the launch of a simple fair trade-style badge of recognition for SEs, it's my view that any attempt at a three-tier fudge is likely to do injustice to the sector and diminish the achievements of our flagship social enterprises.'

Social enterprise developer Geof Cox raised the issue about the need for any identifier by asking: 'Why are they so determined to straight-jacket us?'

However, Steve Wyler, chair of the identifier steering group and CEO of the Development Trusts Association, who wrote the identifier feature in this month's Social Enterprise said the three-tier idea was not set in stone and was still being researched.

'Ultimately, this process was undertaken to find out how we can increase awareness and understanding of social enterprise and I believe that is not only necessary, but of some urgency,' he said.

'There will certainly be differences of opinion about how we get there, but it is our goal to present something to the wider movement that is valuable, effective and sustainable.'

The full feature is available in August's Social Enterprise and online for subscribers.

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