Making coops mainstream

Hello I've been working in the co-operative sector for over six years, first at the International Co-operative Alliance and then Domains.coop as guardian for the global Co-operative Identity. I've now set up my own business Branding.coop where I help...

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Nicola Huckerby explains what she believes and what Branding.coop do.

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(via https://www.youtube.com/watch?v=VmgYv3K3gMY)

I’m proud to know Emily and it’s good to know that we both think that #coops could do more to deliver on Principle 5!

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Principle 5

172 years after the men and women of Rochdale founded the modern (consumer) co-operative movement why is it that we are still talking about barriers to making co-operatives mainstream?  Indeed it was THE ‘hot topic’ at the Co-operatives UK Congress earlier this year.

The International Co-operative Alliance is the guardian of the Co-operative Identity and it’s Values and Principles.  These state that: Co-operatives are based on the values of self-help, self-responsibility, democracy, equality, equity and solidarity. In the tradition of their founders, co-operative members believe in the ethical values of honesty, openness, social responsibility and caring for others. And that the the co-operative principles are guidelines by which co-operatives put their values into practice.

Principle 5 is about Education, Training and Information and explains how co-operatives “inform the general public - particularly young people and opinion leaders - about the nature and benefits of co-operation”. 

Why then, if 17.5 million people own almost 7000 co-ops in the UK which contribute £34 billion to the British economy, do so many people think that co-operatives are the place where you buy your bread, milk and tea?!

Why are co-operatives failing to fulfil their own Principles and educate, train and inform?  This is not just a UK phenomenon. Co-operative communicators in many countries face the same issue. The International Co-operative Alliance launched the Communicator’s Guide to Co-operative Identity in 2013. In it Charles Gould, Director-General of the International Co-operative Alliance, states “Co-operatives can’t just be different or better and hope the world sees. We need to intentionally manage the co-operative image. We want to reinforce the message that co-operatives are genuine self-help models for addressing some of the world’s most intractable problems: hunger, poverty, inequality, unemployment, environmental degradation. We want to further explain that they are successful, world-class businesses that operate ethically at scale.”

One reason for this lack of awareness and understanding of the co-operative model could be the fact that the country’s largest co-operative - The Co-operative Group (TCG) - branded itself as The Co-operative.  A marketers dream to have a brand with logical sub-brands - Pharmacy, Travel, Food, Funerals etc but this brand didn’t educate its customers and employees that co-operatives are a business model.  The man or woman on the street doesn’t understand that there is a fundamental difference between a Clubcard, a Nectar Card and a Membership Card.  It did not say that: 

these businesses were part of a global movement;  

that “shopping” at a co-operative is different to “shopping” at another type of retailer because it is owned by its members and not shareholders;

co-operative businesses care about their supply chain, they are ethical and values driven

But it’s not all down to TCG, co-operatives themselves need to shoulder some of the blame.

The International Co-operative Alliance launched the global Co-operative Marque in November 2013, a FREE logo for all co-operatives to use, every country, every sector, ever co-op. A logo that was intended to unite the movement. And yet, by the end of 2015 just 215 UK co-operatives had applied to use it, with just 11 registering from January - March 2016. Compare this to 302 in the US and 860 in Japan where the Apex body, JA-ZENCHU, registered all of it’s members on their behalf, promoting the Marque as a member benefit. (Apply at www.identity.coop).

Co-operatives ARE successful businesses owned by their members. Indeed, there are 2.6 million co-operatives in the world, with 1 billion members and the largest 300 co-operatives have a turnover of 2.36 trillion USD.  I firmly believe that if people were able to identify a co-operative immediately when they walked along the high street, visited a website, or browsed through a publication then perhaps this would go some way to educating the general population.  People will come to know that co-operatives are organisations that operate in every economic sector across the globe, that they share a common set of values and principles, that they are owned by their members, support their local community and put people before profit. If we can achieve this, then we will be living in a better world, a fairer world, a more co-operative world. Then, if they wish, people will find it easier to make ethical buying decisions and choose co-operatives above businesses owned by shareholders; in the same way that you can look for Fairtrade or Fair tax marks.   This is how we make co-operatives mainstream.   And it is for this reason that branding.coop helped the Co-operative Councils’ Innovation Network promote its co-operative identity by using the Co-operative Marque as part of its own slogan:

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.coop domain $76.8 per year

Did you know that the cost of a .coop domain depends on how many years you register for?  

If you take up our First Year Free offer and then pay annually, the cost is $120 a year for subsequent years.  But, you can reduce this price by registering for between one and ten years.

So, if you register for five years at the outset the cost will be $384, or $76.8 a year for the five years.  

You can bundle the First Year Free Offer into the multi-year discounts. The multi-year discounts can be found here.

Are there any other forms of advertising that promote your co-operative identity at just $1.5 a week?

And you get the get the free COOP Marque - apply at www.identity.coop

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Dispelling the myths about the .coop domain and COOP Marque

There are lots of myths regarding the global Co-operative Identity (.coop domain and the COOP Marque) so we’re taking the opportunity to answer them. If you have any questions please contact me [email protected]

We can’t afford to take part

The  co-operative Marque is FREE for all eligible applicants.  

If you have not  had a .coop domain before then it is FREE for the first year.  It then costs less than 2 USD a week in subsequent years. And the longer you renew for, then the cheaper it is.  It is a cost effective way of promoting your co-operative identity 24 hours a day, 7 days  a week, and 52 weeks a year.  

Why does a .coop domain cost more than a .com, .org or a .net?

Unlike other Top Level Domains a .coop domain is the only domain that tells your members, customers and community that you are proud of your co-operative identity.  It is so much more than an IT cost, it is a marketing investment and a cost effective way of promoting your co-operative identity. Read more about why a .coop  domain is a little more expensive than some other domains here.

How is using the domain and the Marque an asset to my co-operative?

You can use the domain on your website and emails and the Marque on your homepage, email  signature, advertising, products and packaging.  Used together they say that you are proud  of your co-operative identity and support co-operation around the world.

Do I have to choose a domain name that is the same  as the name of my co-operative?

No, you can choose a domain name to promote an event, campaign, destination or any activity.  You can be as inventive as you need to be to raise the profile of your initiatve. You can register as many domains as you need.

How do I choose a domain name?

Because a .coop  domain can only be registered by co-operatives there are thousands of domain names still available.  

Choose domain  names that are memorable, unique,  relevant and short. There’s no need to say the word ‘coop’ as it is already included in the domain. You can be creative with your domain name.  Here’s some examples of domains that we’ve recently registered:

knowthyfood.coop 

Farmland.coop 

888.coop 

ohio.coop 

homes.coop

You can also use domains to promote events and campaigns:

Antalya2015.coop 

Paris2015.coop

Who else is using the co-operative identity?

The  co-operative identity is a key pillar of the International Co-operative Alliance’s Blueprint for a Co-operative Decade.  There are over 8000 .coop domains and 1300  Marque registrants in more than 100 countries around the world.  Our aim is for the co-operative identity to  become one of the best known ethical marques in the world by 2020.  

How long does it take to register?

Applications for a .coop domain and the Marque normally take 48 hours to complete.  

What do I get once I have been accepted?

For your .coop domain you will receive the passwords to your account.  We can redirect your domain and set up your two free email accounts on your behalf so that you can start making the most of your new domain immediately.

For the Marque we will send you the links to almost 200 files via email so that you can access and use all of the versions of the global Co-operative Marque and  create your own straplines.  

Can I share the Marque files with other co-ops?

When you complete the registration form for the Marque you are asked to accept a set of terms and conditions which include encouraging others to apply for the Co-operative Identity. By asking co-ops to complete the form we have a much better idea about who is using it.

Will I lose my existing website when I change domains?

There is no requirement to move away from your established URL when you register for a .coop domain.  Both your existing site and the new .coop extension can be used in parallel and point to your primary website. Over time (when you update your stationery, advertising, packaging etc) it would be beneficial to make .coop your primary domain name so that your brand is fully aligned with the Global Cooperative Identity.

We don’t have a website can I just use the domain  for emails?

Yes, you can just the domain for your emails and we have a video tutorial to help guide you through the process. You can also forward your .coop email so that you receive them in your existing email account. If you use .coop email address as your primary account then every time you send an email you are telling your members, customers and community that you are  proud of your co-op identity.

We’ve worked hard to optimise our website for Search  Engines – will we lose this?

No, using a .coop domain as your primary domain does NOT adversely affect your SEO. On the contrary, it will probably increase your web traffic as you will be providing two different ways for someone to discover and access your site. 

How might we use the Co-operative Marque on our website?

The  Co-operative Marque is available in seven colours so you are sure to find a colour that works with your existing brand. The Marque also comes with with official slogan ‘Co-operative enterprises build a better world’ and a range of key messages including:

People together are stronger 

Serving the needs of people everywhere 

a proven self-help model for good times and bad 

Environmental concern financial sustainability social purpose

How else could we use the Co-operative Marque?

You can add the Co-operative Marque to your member communication, your letterhead and business cards, even products and packaging, see the Co-operative Identity Showcase for inspiration on how co-operatives from all over the world are doing that. 

Can we adopt the Co-operative Marque as part of our  own logo?

Some organisations have rebranded to adopt the Marque as part of their own identity.  We can guide you through the approval process to get your new brand up and running. For help please contact [email protected]

Apply at www.identity.coop 

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Looking for a great new .coop domain name?

Adding .coop to the end of your web or email address is the most cost-effective way to let people know you're a co-operative. The .coop domain is an exclusive name reserved purely for co-operatives and so it’s easy to choose one that is memorable, unique, relevant and short.  There’s no need to hide behind a generic .com, .org or .net. 

We’ll give you one year's registration FREE if you've never tried a .coop name before.  

Once you’ve registered your .coop domain name, we can also assist with email and web hosting packages to help promote your co-operative online. If you already have a website and emails on a different domain name (.com, .net, .org, etc.) we will point your new .coop name to your existing web and email servers so you can use both extensions and increase your traffic!

Use our Domain Checker to select the name that’s right for you and REGISTER HERE.

Why not complete your co-operative identity by using the global Co-operative Marque on your stationery, products and packaging?  Visit our Showcase and be inspired.

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Our Co-operative Decade

It's been a little over a year since the global Co-operative Marque was launched in Cape Town by the International Co-operative Alliance. The aim was to develop a visual identity that all sectors of the co-operative movement could use alongside their own brand.  A new logo which showed that they were proud of their co-operative identity, and the values and principles on which their co-op was based.  This new visual identifier was to be the first change in the co-op logo since the 1920s with the new Marque replacing the rainbow flag.

Ultimately our collective aim is for the co-operative identity to become one of the best known ethical marques in the world by 2020 with users in 100 countries.  Free to use the application process is designed so that all co-operatives can apply for the Marque, and in doing so they are offered the opportunity to get a FREE .coop domain (if they have not had one before) so that their online identity also promotes that they are a co-op.  A .coop domain is used by thousands of co-operatives all over the world, differentiating us from other forms of business and allowing co-operative organisations to stand out from the crowd. Unlike extensions like .com or .org, which can be used by any organisation or person, .coop is exclusively available to bona fide co-operatives.

We start 2015 with co-ops in more than 90 countries using a .coop domain and the COOP Marque and we are looking forward to many more promoting their co-operative identity and supporting the Blueprint for a Co-operative Decade in the months ahead.

Happy New Year!

Nicola

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Dame Pauline Green calls on all co-ops to “be loud and proud”

Dame Pauline Green, President of the International Co-operative Alliance, has called on all co-ops to show their pride in being part of the global co-operative movement and support co-operation around the world in a short video message.

Domains.coop, a wholly owned subsidiary of the Alliance, is responsible for managing .coop registrations and applications for the global co-operative Marque.  .coop and the Marque are core elements of the global co-operative identity which are used to help differentiate co-operatives from other forms of business, as part of the Blueprint for a Co-operative Decade.  Together they can help make people more aware of their choices when faced with the option between products and services from a co-operative or an investor or privately-owned business. 

A .coop domain means that your co-operative brand is visible 24 hours a day, 7 days a week, 52 weeks a year.   And by using a .coop domain you are telling your members, customers and community that you are proud to be part of the global co-operative sector by not hiding behind a generic domain address like .com, .org or .net.  A .coop extension on your email or web address helps to promote the co-operative way of doing business as well as your own co-op. 

There are now over 8000 .coop domains registered in 91 countries.  Since the launch of the global Co-operative Marque last year some 860 co-operatives in 86 countries have successfully registered to use it.  This is just the tip of the iceberg and we really need your help to reach out and encourage all co-ops to get on board and use the new Co-operative Identity.

A .coop domain is FREE for the first year if you have not had one before, and the Co-operative Marque is FREE upon application.  We hope that you are excited by the co-operative identity and that you'll apply soon at www.identity.coop.

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2.6 million cooperatives, 1 billion members, 250 million jobs!

Co-operatives operate in every sector of society and in every country, but it can sometimes be difficult to differentiate a co-operative from other forms of business.  The Blueprint for a Co-operative Decade states that the greater visibility there is for the coop model that this will help make people more aware of their choices when faced with the option between a product or a service from a co-operative or an investor or privately-owned business.  We are working to enhance this visibility by encouraging coops to register and use a .coop domain and apply for and use the global Co-operative Marque.  

There are almost 8000 .coop domains registered in 91 countries.  And since the launch of the global Co-operative Marque by the International Co-operative Alliance at their conference and general assembly in Cape Town last year some 820 coops in 83 countries have successfully registered to use the Marque.  This is just the tip of the iceberg and we really need your help to reach out and encourage all co-ops to get on board and use the new Co-operative Identity.

Domains.coop, a fully owned subsidiary of the International Co-operative Alliance, has produced a guide to provide marketing and communications professionals, decision-makers and leaders of co-operative and mutual businesses with useful insight, information and ideas around communicating and promoting co-operative identity.  The guide also helps readers understand the issues of co-operative identity in the Blueprint for a Co-operative Decade and the role of the co-operative marque and .coop domain. 

There is a definite appetite from co-operatives all around the world to show that they are proud to be part of a global movement and that they want to visibly show that they support co-operation.  This new guide will cement in the minds of readers that the co-operative marque and .coop domain are simple ways to promote co-operative identity.  Our aim is for the co-operative identity to become one of the best know ethical marques in the world by 2020.  The guide will become a core element of the Co-operative Identity Toolkit which features a number of resources including this poster to promote co-operative identity.  You can visit the Toolkit here.

The global Co-operative Marque is the visual identifier that is available for all co-operatives to use.  It is FREE and you can apply at www.identity.coop, the Marque supports the .coop domain which is used by thousands of co-operatives all over the world, differentiating us from other forms of business and allowing co-operative organisations to stand out from the crowd.  .coop is an integral part of our identity allowing us to better connect with our members and network with other co-operatives across the globe.  Unlike extensions like .com or .org, which can be used by any organisation or person, .coop is exclusively available to bona fide co-operatives.

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Co-ops in 78 countries now using the COOP Marque

When we started this journey developing and creating a visual identity for the co-operative sector that all co-ops could align with, we never thought than in less than a year we'd have users in 78 countries.

We are well on our way to achieving our aim for the global Co-operative Marque to be one of the best known ethical marques in the world by 2020 with users in 100 countries.

So far we've seen the visual identifier, which is free to use, appear on websites, letterheads, annual reports, mobile phone packaging even buildings.

Applicants should apply at www.identity.coop.

Thank you for your help!

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Co-ops in 70 countries - proud to be a co-op!

Co-operative Identity is a key pillar of the Blueprint for a Co-operative Decade.  Our aim is for the Co-operative Identity to become one of the best know ethical marques in the world by 2020 with users in 100 countries.  Since we launched the Marque in Cape Town last November we have received 686 successful applications to use it, 56% of whom already had a .coop domain name.  More than 70% of those that did not have a .coop domain at the time of applying went on to register one in order to ‘complete’ their co-operative identity and demonstrate their pride in being a co-op.

To date almost half of all applications for the COOP Marque are from the Americas Region, 34% are from Europe, 11% from Asia and Pacific Region and 7% from Africa.  Of the 331 applicants from the Americas Region 129 were from Central and South America and 141 from North America, of which 105 were based in the United States and 66 were from Canada. 

You can follow our progress on Facebook and on Twitter @DomainsdotCoop where we would encourage you to use the hashtag for the Blueprint #coops2020.

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A new visual identity for the global co-operative movement

The Blueprint for a Co-operative Decade argues that greater visibility for the co-operative model will lead to more awareness by consumers of the benefits of choosing co-op products and services over their alternatives.  In order to achieve this greater visibility, and under the guidance of the Alliance’s Communications Committee, in January 2013 a brief was issued to 29 worldwide branding and design agencies to develop a new global visual identity for co-operatives.  Capable of almost unlimited application, contemporary and business-like and fit for cross-border use, the new identity was set to replace the rainbow flag and the logo of the Alliance. 

Designed by British worker co-operative Calverts, with research support from the Barcelona and Buenos Aires-based Guerrini Island Design, and signature images produced by BrandOutLoud from The Hague, the new identity was guided by survey feedback from over 1000 respondents in 86 countries.

The global Co-operative Marque, with its associated slogan, colour palette, messages, signature images and brand language was launched at the Alliance’s Global Conference and General Assembly in Cape Town in November 2013. 

Under the management of Domains.coop (a subsidiary of the Alliance) a new website www.identity.coop, was also developed, bringing together registrations for .coop and the Marque.  Used together the Marque and a .coop domain demonstrate our unity of purpose.  Adopters of the global Co-operative Identity are encouraged to place the new Marque on their website homepage, email signatures, advertising and promotions, products and packaging, in order to help make people more aware of their options when faced with the choice between a co-operative or an investor or privately-owned business.  Co-operatives are asked to use the .coop domain as their primary web extension and email address. 

Our aim is for the Co-operative Identity to become one of the best known ethical marques in the world by 2020 with users in 100 countries. By mi July 2014, over 660 applications to use the Marque had been granted in 70 countries, 376 of which already had a .coop domain.  During this period a third of applicants for the Marque requested a .coop domain name – many of whom took advantage of the First Year Free offer.   

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Happy 92nd International Co-operative Day

A big thank you to all 640 co-ops from 70 countries who have stepped forward to fly the Co-op flag by adopting the global visual identifier. The latest countries to join this week are St Kitts & Nevis and Cameroon. We now have a shared identity that is free to apply for.  What better way to celebrate our day than by using it? Apply at www.identity.coop.

Here's the full list of countries:

Argentina Australia Belgium Bhutan Bolivia Brazil Bulgaria Cameroon Canada Chile China Colombia Congo Costa Rica Cyprus Czech Republic Dominican Republic Ecuador Ethiopia Finland France Georgia Germany Ghana Greece Guatemala Guinea Honduras Hungary India Indonesia Ireland Israel Italy Japan Kenya Korea, Republic of Malaysia Malta Mexico Mongolia Nepal Netherlands New Zealand Nicaragua Nigeria Pakistan Panama Paraguay Peru Philippines Poland Portugal Puerto Rico Russian Federation St. Kitts & Nevis Slovenia Somalia South Africa Spain Sri Lanka Swaziland Switzerland Thailand Togo Turkey United Kingdom United States Uruguay Venezuela

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Co-operative Identity Toolkit launched

  A Toolkit to encourage more organisations to complete their Co-operative Identity with a .coop domain and the Co-operative Marque has been launched by Domains.coop this week.  The Toolkit includes a downloadable a poster, video tutorials, editorial, buttons for your website and newsletters and a multi-lingual banner, all designed for use in member communications.  The poster “Seven reasons to adopt the global co-operative identity” has been designed by Calverts, a worker co-op based in the UK who developed the Co-operative Marque, and encourages co-ops to be proud about their identity and show their support for the global movement. 

Identity forms a pillar of the Blueprint for a Co-operative Decade.  The Blueprint explains that the greater the visibility of the co-operative model will help make more people aware of what they are choosing when faced with the option between a product or a service from a co-operative or an investor or privately-owned business.  To deliver this greater visibility we’re encouraging co-operatives to register and use a .coop domain and apply for and use the global Co-operative Marque. To date more than 550 co-ops in 67 countries have the Marque and there are over 6000 .coop registrations in 74 countries.  Working together we will achieve our aim for the Co-operative Identity to become one of the best known ethical marques in the world by 2020 with users in 100 countries, and the new Toolkit is key to achieving this.

To use the Marque apply at www.identity.coop and you can see the full list of successful applicants here.  The Co-operative Marque Guidelines are available in English, French and Spanish and can be downloaded here

Download the Toolkit today. 

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Proud to be a co-op?

The media spotlight is upon the UK’s co-operative movement which is undoubtedly facing unprecedented challenges.  However, there is a greater story to be told. There are over 6,000 co-operatives in the UK and our co-operative identity is what unites and differentiates us from other forms of business.  So what better time to rally around the co-operative flag and complete YOUR Co-operative Identity with the COOP Marque and a .coop domain?

Using the new Co-operative Marque on your reports, website, email signature, products, packaging, and advertising shows you are part of a global movement.  Once you have registered your .coop make sure that you use it for your website and emails.  Don't hide behind other domains – be proud that you’re a co-op!  And if you’ve not had a .coop before then it is free for the 1st year.

Apply at www.identity.coop

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Don't hide behind a .com, .org or a .net - you're a co-operative!

This week I had the pleasure of speaking on an National Co-operative Business Association webinar about co-operative identity.  It was a lot of fun - if not a little nerve racking as my lovely colleague Gareth Price and I geared up, hoping that all of the technical aspects of the presentation worked - no mean feat as we were in the UK and Amy Bucaida at NCBA was 3500 miles away! We need not have worried though - we survived!

One of the things we talked about on the webinar was our ability as a movement not to use all of the tools available to us to promote our "co-opiness" - a lovely word coined by Thomas Bowen at the NCBA! Let me explain: there are hundreds of thousands of co-ops in the world, co-ops account for 100 million jobs and one billion people are members of a co-op.  Yet there are only 7500 .coop registrations. Compare this to 15 million for .net, 10 million for .org and a massive 100 million for .com.  

Why do so many co-operatives continue to purchase capitalist domain when they could invest in a .coop?  And of course the more of us that do register a .coop the cheaper they will become because the technical infrastructure for each of these domains, and the many others, is the same.

We are not doing too badly though - nearly 4,500 organizations in 82 countries use a .coop, giving a clear indication that they are not a .com or a .org; but that they are owned by their members and run by co-operative principles. Together we can deliver a Co-operative Decade - but only if we work co-operatively and are proud to show our co-operative identity, giving people options when faced with the choice between a co-operative or an investor or privately owned business.

You can register for the global Co-operative Marque and a .coop, which is free for the first year if you've not had one before, by visiting our website www.identity.coop.

Have a lovely May Bank Holiday

Nicola

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Artic co-ops take 34 .coop domain names!

Arctic Co-operatives, a federation of co-operative enterprises in Canada’s Arctic community, is one of the latest organisations to register for the .coop domain. The federation, which is owned and controlled by 31 community-based co-operative enterprises, includes some of the most northerly co-operatives in the world.

Last month the team at Domains.coop received a request from Roger Bouchard the VP of Arctic Co-operatives, to register 34 .coop domain names so that their members could promote their co-operative identity online.  Artic co-ops is a federation located in Winnipeg, MB, that provides IT support and other services to 32 member co-operatives located in the Northwest and Nunavut Territories.  They registered 34 new .coop domains under the 'First Year Free' offer including their own: http://arctic.coop

Co-op members in Nunavut and the Northwest Territories encompass a wide variety of cultures, dialects and traditional knowledge, and the existing sharing culture has played a key role in the success of the co-operative.

Community owned co-operatives in the Arctic are multi-purpose businesses that provide a variety of services to their members and communities. Services provided by local co-operatives include retail stores, hotel and tourism operations, cable television, arts and craft marketing, fuel distribution, construction and heavy equipment services, property rental and agency services.

In 2012, member co-operatives reported total revenues of USD $196.7m (£118.3). The co-ops are owned and controlled by their 23,600 members and they also employ 900 people in the region.

Apply for your .coop domain and a the COOP Marque at www.identity.coop