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Branding
What's all the buzz about branding?
What is branding?
What branding is not
What's the state of your brand?
How to brand your association
Who owns the brand?
A brand is defined as the sum of the experiences a person has with a product.
A
brand embodies the organization's promise to consistently deliver a specific
set of features, benefits and services to the buyer. If the brand cannot
influence choice, it is not a brand; it is just a corporate identity.
Customers become loyal to a brand because they know what to expect from that brand. A successful brand serves as a guarantor of quality and an anchor for trust and security. Over time, the customer sees a uniform service that is relevant, trustworthy and emotionally connected to the needs and wants of the consumer.
In many ways, associations have a branding advantage compared to the corporate world. Their reason for being is often associated with an emotionally appealing cause dedicated to improving people's lives. This unique positioning can serve as the focal point for association branding efforts.
For example, Lions International adopted vision care as its cause and has become known for its eye banks, white canes, annual candy drive and related activities. McDonald's, on the other hand, had to convince parents that Chicken McNuggets™ are a healthy meal for children and would improve the lives of working mothers.
Associations that have successfully become brands understand that branding is a conscious, ongoing effort that makes a promise to members and customers and delivers on that promise every day.
Next:
What branding is not/
What's the state of your brand?
Previous: What's all the buzz about branding?
Using
the Power of Branding for Your Association
(Three articles adapted froms CESSE Annual Meeting Presentations)
Brand
Building Dx
