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Creating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your PromiseCreating Your Promise
Life happens when things intersect. It’s how wars are fought.
It’s how babies are made. It’s how people connect with the
world – and brands – around them.
Some believe the bond between people and brands is over
hyped. Others believe it runs deep. The one truth we know for
sure is the more we connect, the more loyal we become.Jim Thompson, The Brand Channel
So, what is a brand?
A CHARISMATIC BRAND is any product, service or place for which people believe
there is no substitute.
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Brand game
www.cramersweeney.com/smiq.html
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Getting Grounded
A brand isn’t…– a verb– a tagline– an advertisement– your logo
A brand is…– A promise, a commitment of added value
– Distinguished by some unique characteristic(s)
– A basis for daily decision‐making and behavior
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Why is a brand important?
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Why Brand at all?
CompetitionDifferentiateShortcut
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Why Brand your association?
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Staging your brand
Branding is not a marketing promise. It is an organizationalcommitment.
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Establishing brand consistency
Can you build a brandon good customer service?
The ultimate customer experience
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Delivering on your brand Write Articles Summarize useful information (conference or
legislative updates) Offer Statistics Tell a Member Story Answer frequently asked questions Make a plan for how you will communicate your brand.
Be consistent.
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™
Your Association
Website
Your proprietary list
serves or websites
Your Marketing Materials
Your Business Cards
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Essentials that create a brand
2. Goals
3. Core Values
4. What your members need most
5. What you do well & aspire to become
6. Know your competition
Determine a straight, simple, portable promise
1. Mission
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What does it look like?
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You have to Stand for Something or You Stand for Nothing.– Alexander Hamilton
I C.A.R.E.Innovate, Create, Assess,
Relate, Excelerate
We Get ItRaising the B.A.R.Business, Advocacy,
Resources
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Packaging It – A Case Study
Branding is like building a house:When you build a house, picking out the wallpaper might be the most visible part,
but making sure you've got a sturdy foundation is essential…
Build your business around a core message—one that communicates a promise to your customers
about how your organization will serve them better than the competition will.John Jantsch
[email protected] www.nsightmarketing.BLOGSPOT.com
Branding is like building a house:When you build a house, picking out the wallpaper might be the most visible part,
but making sure you've got a sturdy foundation is essential…
Build your business around a core message—one that communicates a promise to your customers
about how your organization will serve them better than the competition will.John Jantsch
