1. Branding Short Course for Associations

2. 2 What is a Brand?

3. 3  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. 4 Essential Elements of a Brand Trust Loyalty Relationship Value Consistent Problem-Solver Performance

5. 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. 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. 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. 8 Branding for Associations Organizational Vision Strategic Priorities Tactics/Programs Brand Positioning Communication Messages & Marketing Strategies Customer/Members

9. 9 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

10. 10 Building a Brand Positioning Defining ÊUnderstand vision/organization goals ËIdentify audiences (current members and prospective members) ÌDevelop a profound knowledge of audiences, their environment and needs ÍDefine brand promise -- what you do…what you believe in -- and brand personality ÎCreate brand positioning statement

11. 11 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).

12. 12 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

13. 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