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Brand Communication
How to communicate your brand
Where do you get a Brand Promise?
Don't touch that logo
Brand Contract
What's your Brand Value Proposition?
Effective Brand Communication
Before you even begin to think about giving the logo or tagline a little touch-up or even a total makeover, your organization will need to determine its brand promise. Because every piece of material, every product, every service, every interaction you have with members must convey exactly that same message: this is what we stand for. So first, you have to decide just what it is you stand for.
That's your brand promise.
Then you have to do all the things you need to guarantee you keep that promise.
That is, you should spend money to create, provide and ensure that products and services consistently meet or exceed expectations, not just to convince consumers you're doing it.
The bottom line? Organizations are finding it more cost effective to maintain that "space in the mind of the consumer" through managing the purchase experience rather than through marketing communications.
That's not to say that marketing communications such as advertising aren't important; however, today's "what's in it for me economy" demands that organizations create a positive experience for members so they make a repeat purchase decision based on that experience — they renew membership.
So make your promise and keep your promise. You can look at the logo later to make sure it's in line with your promise, too.
Next: Brand Contract
Previous: Where do you get a Brand Promise?
