Branding Short Course for Associations

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What is a Brand?

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What is a Brand? Product, service, corporation; a name or

symbol that: Creates a powerful image/cluster of associations

in the mind of the customer Provides instant credibility Generates a set of expectations Creates a bond of trust - a “trustmark”

A promise to a customer that is consistently fulfilled again and again because of what the brand does and what the brand believes in

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Essential Elements of a Brand• Trust• Loyalty• Relationship• Value• Consistent• Problem-Solver• Performance

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Successful Brands Provide a Competitive Advantage

Brands cut through marketplace clutter Help customers solve problems Make buying decisions easier Command premium pricing/ROI Create strong, long-term relationships with customers,

e.g., brand loyalty Can more easily migrate to new platform, line extensions

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Branding for AssociationsDoes this apply to organizations like yours? You bet: Brand = organizational identity A strong organizational brand helps:

Build conference/meeting attendance Increase member retention, recruitment and

participation Build credibility for individual members Create multiple revenue streams

“Branding” is the approach/process for building a strong organizational identity

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Branding for Associations

Reality Check! Does your association have a vision? Are you delivering on your strategic priorities? Do you offer members value?

Product offering Educational programs Member benefits

Are you willing to “stay the course”?

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Branding for Associations

Organizational Vision

Strategic Priorities

Tactics/Programs

Brand Positioning

Communication Messages & Marketing Strategies

Customer/Members

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Branding Imperatives for Organizations

1. Fully understand your organization from the member and prospective member viewpoint -- “outside-in” perspective

2. Create a positioning statement: the unique place we want to occupy in target audience’s mind Brand personality helps further define tone, approach

3. Convey the positioning consistently in everything that “touches” a member, a prospective member or supporter Brand identity, logo, tagline, graphic standards Graphic design Product offerings Member communication Marketing messages

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Building a Brand PositioningDefining Understand vision/organization goals Identify audiences (current members and prospective

members) Develop a profound knowledge of audiences, their

environment and needs Define brand promise -- what you do…what you

believe in -- and brand personality Create brand positioning statement

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Building a Brand Positioning

Your Organization is the (PRODUCT/SERVICE) for (PEOPLE) looking (NEED). Unlike (OTHER OPTIONS), Your Organization provides (DIFFERENCE) so (TARGET) can (GAIN).

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Communicating Brand Positioning: The Basics Brand logo/identity consistency

Graphic standards Brand Audit

Develop Key Messages Positioning doesn’t change -- messages do Top reasons how organization “solves problem”, realizes

opportunities Value experiences member will have when using product/service May vary by audience

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Communicating Brand Positioning: The Basics Develop marketing communications strategies to deliver

messages Advertising Creative Strategy Synched up with strategic priorities and product

development Execute well Customer feedback/evaluation Repeat, repeat, repeat