1 / 13

Branding Short Course for Associations

Learn the essential elements of branding and how it applies to associations. Discover how a strong organizational brand can help increase attendance, member retention, and credibility. Develop effective branding strategies to differentiate your organization and attract new members.

lmessina
Download Presentation

Branding Short Course for Associations

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Branding Short Course for Associations

  2. What is a Brand?

  3. 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

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

  5. 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

  6. Branding for Associations Does 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

  7. 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”?

  8. Branding for Associations Organizational Vision Strategic Priorities Brand Positioning Communication Messages & Marketing Strategies Tactics/Programs Customer/Members

  9. 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 Branding Imperatives for Organizations

  10. Defining 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 Building a Brand Positioning

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

  12. 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 Communicating Brand Positioning: The Basics

  13. 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

More Related