 |
|
|
|
|
|
|
|
|
|
|
|
 |
|
||||||||||
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
|
 |
 |
 |
 |
 |
|
||||||
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
 |
|
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
It's a value proposition.
If you're going to build a brand, you must build and communicate value. You can't build value by simply lowering costs or raising prices. You can't build value only with glossy brochures or a snazzy new web site or a stupendous annual program. Those things can help you communicate value, but won't help if value isn't there.
But, you also can't build value without communicating value. If you spend lots of money building value and don't tell anyone about it, you're doomed. In the same way, if you communicate inadequate value, it's a hollow message and people will stop listening.
The key to success is to build value and communicate value at the same time. The communication process feeds the value-building process, and value-building puts substance in your communication.
Because communication must be two-way. You must talk to — and listen to — your membership to find out just what they value. Use formal research, informal feedback loops, whatever you can to learn about your members constantly.
A strong brand …
- Makes
and keeps promises to your customers
- Represents
all that you are and aspire to be
- Makes
you different from the competition
- Creates
an emotional connection with your customers
- Guides
your organization and its people
Next:
Where do you get a
Brand Promise?
