Brand Audit and Co-Branding Strategy

Caritas Internationalis (CI) is a global confederation comprising 162 national organisations and Regional Secretariats working across 200 countries and territories, working on emergency relief and integral human development. Each Member Organisation is legally independent, with its own governance structures, operational mandates, and in many cases, well-established brand identities built over decades of local and regional presence.

At the confederation level, there is a recognised need to strengthen the visibility and recognition of Caritas as a unified global body — one that is known and respected for the scale of its collective impact and geographic footprint. At the same time, any approach to brand alignment must respect the subsidiarity and autonomy of Member Organisation, many of whom have strong, trusted brands within their own contexts.

To this end, Caritas Internationalis is **seeking a qualified consultancy** to **conduct a comprehensive brand audit** and **develop a co-branding framework** that balances confederation-wide recognition with the independence and diversity of its members.

**Objectives**

The consultancy will be expected to achieve the following objectives:

1. Assess the current state of branding across the confederation, including the Caritas Internationalis General Secretariat level brand and a representative sample of Regional Secretariats and Member Organisation brands.
2. Identify areas of brand strength, inconsistency, gap, and opportunity across the confederation.
3. Understand the perceptions of key internal and external stakeholders regarding the confederation and member brands.
4. Develop a co-branding recommendation that enhances confederation-wide recognition without undermining the independence or brand equity of Regional Secretariats and Member Organisation.
5. Provide actionable guidance on implementation, including governance, standards, and transition considerations.

**Methodology**

The consultancy is expected to propose a robust and participatory methodology. Caritas Internationalis anticipates this will include, but is not limited to:

- Desk-based review of existing brand and communications materials
- Key informant interviews and/or focus groups with internal and external stakeholders
- An online survey to reach a broader cross-section of Member Organisations
- Creative and strategic analysis informed by sector best practice
- An iterative process with regular check-ins and a formal feedback loop on the draft framework before finalisation

Given the confederation's global reach, the methodology must account for geographic, linguistic (English, Spanish and French), and cultural diversity among Member Organisations.

**Duration and Timeframe**

The consultancy is expected to commence in **August 2026** and be completed within approximately **15 weeks**. A detailed work plan will be agreed upon at inception.

**Required Qualifications and Experience**

Applicants should demonstrate the following:

- Proven experience in brand strategy, identity development, and/or brand audits, ideally within the non-profit, international development, or membership-based organisation sector
- Experience working with complex, multi-stakeholder organisations or confederations
- Demonstrable expertise in co-branding strategy and navigating brand governance across decentralised structures
- Strong qualitative and quantitative research capabilities
- Excellent writen and visual communication skills
- Experience working across diverse cultural and linguistic contexts
- Familiarity with the humanitarian, development, or faith-based sector is an advantage