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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?
Branding merges the disciplines of strategic planning, marketing communications, market research and organizational development.
It assumes that the lines between the various disciplines (and departments) are artificial and that the branding effort is cross-functional.
There are five essential pieces to becoming a brand:
- Market
Research
— to
understand your members' attitudes, needs, wants, what they value about
your organization … and don't value; to correctly identify potential
emotional appeals, current perceptions and awareness of the association
and benchmark for future effectiveness measurement.
- Environmental
Scanning — to understand the external environment as well as the internal
environment (within the organization) to identify positioning opportunities
in the marketplace. The ASAE Environmental Scanning tools are excellent
resources for this exercise.
-
Member/Customer Pathways — to
identify and evaluate key "touches" and interaction points
for the association's members, customers and key publics.
- Brand
Contract — to
provide a framework for selecting a positioning strategy and developing
a brand promise: the one consistent message you will deliver to your
members and customers every day.
- Brand
Value Proposition — to
understand how effectively the brand is meeting member and customer
needs and what actions and communications are necessary to achieve member
and key publics' beliefs.
Next:
Who owns the brand?
Previous: What branding is not/
What's the state of your brand?
Using
the Power of Branding for Your Association
(Three articles adapted from CESSE Annual Meeting Presentations)
Brand
Building Dx
