Over explaining a brand name is a ‘fool’s errand’ and in general indicates that the name is not working. A bit like a songwriter explaining lyrics, it robs the reader of their imagination, interpretation and unique feelings and associations. So, fool I maybe, but I’m not going to over explain. And I believe this name really works, as do those of you we have tested it with over the past 6 months. Time will tell.
What I would start by saying is, what does Riva evoke in you? That’s all that really matters. It does not need to be literal – maybe it’s a feeling or as the young say, a vibe.
We hope that through that vibe you get that the name bonds us to water — to its life-giving properties; to its ability to find a path through obstacles; to its relentless flow; to its connectivity; to its place in humankind’s journey.
Riva defines us as a ‘lifeforce’, partnering with nation builders to transform people’s lives and societies’ futures. Riva — via its name, its design and its symbolism — elevates us and challenges Riva’s people to live up to our purpose, mission and values. In so doing, Riva will inspire those we seek to influence to come to us, to listen to us, to trust us, to invest in us and to follow through on their promises. And ours to them.
I know a few will think this is just ‘big English’, as some of my Ghanaian colleagues brilliantly (and politely) call jargon. But at the heart of any great name and brand identity is the capacity of it to carry the spirit of the people and their organisation. And as IRCWASH, and now Riva, I think our people have and do live up to the values and mission we share with nation builders around the world.
Some of you will know I had a career in the creative and communication industries, and I called in a few favours to help us over the last couple of years on the brand development. One of those people was Neil Cassie, founder of The Cassie Partnership. Neil has a long and illustrious background in advertising and was for a decade the Director of Brand Planning Worldwide for Leo Burnett. That may not mean much to some of you, but it’s a big deal. He now focusses on driving cultural change with senior leaders. This is what Neil says about the name:
‘’A great brand name - through how it looks, how it sounds and how it feels – tells a story. A story in which you have a part. A story of a future. Riva represents a living story, an authentic story, a story of unlocking human potential, a story of transformation.’’
Enough said. That’s it on the name, you’ll get no more from me. Riva is now yours to make stories and transformative change around. I hope in time it tells the story we all want Riva to play a role in achieving – attaining the human right to safe water and sanitation and a citizen’s broader right to effective public services.
What about the new brand identity I hear you ask? OK, briefly.
Like the name, you don’t have to love it (though we’d be thrilled if you did), but it needs to stand out. We engaged South African design agency Kanaka to help us. Kanaka means ‘people’ but it isn’t just a word – it’s a commitment to forging genuine connections with others. That feels like a perfect summary of what we are seeking to do with the brand.
We’re experts and systems leaders, but in the end our shared challenges are met through being human - building real connections, working together in collective action, and for Riva staff, participating in a network rooted in the majority world. And at the heart of these endeavours delivering on our commitments to each other and to the societies within which we work.
The brand unashamedly imagines and hints at a world we are all seeking to create. A just one, where human rights are met, where wellbeing is attained, where joy, play and celebration of family, friends and community are at the heart of our lives. We hope that the look, feel and tone of voice evokes a little bit of that humanity. Kids playing, people dancing and enjoying the wonder of life.
Our brand will feel very different and an outlier from typical development NGOs or the formality of commercial consultancies, but shouldn’t it be the norm?