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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
Where do you get a Brand Promise?
The brand promise is what your organization lives by.
A successful association's brand is a set of promises that imply trust, consistency and define a set of positive expectations in the mind of members and non-members.
Branding must focus the entire organization on creating and delivering on the brand promise — and a brand promise is nothing more than the essence of the true value that compels members and customers to be loyal to you.
The brand promise is the ONE consistent message an organization delivers to its members and customers each and every day.
So what should your brand promise? What does it currently promise? What do members expect? What about non-members' expectations? Most important, when should you ask these questions and how can you obtain the answers.
Self-examination, market research and strategic prioritization are the initial steps your organization can take to answer these questions, identify what you stand for and create an effective brand promise.
Next:
Don't touch that logo
Previous: How to communicate
your brand
