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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?
Everybody.
Branding ensures that everyone in the organization understands the member/customer experience and believes that they are the brand whenever they have an interaction. It is not the responsibility of the marketing or membership department or any other function.
But every brand needs a champion. More than a spokesperson, the brand champion nurtures, protects, manages and communicates the value of the brand every day. Dave Thomas was Wendy's. Bill Gates is Microsoft.
Associations are lucky to have more than one champion. The chief executive of the association ensures that the staff activities are aligned and everyone in the organization understands that they are the brand whenever they relate with the public. The leadership of the association — the president, board and members — understands what the brand stands for and communicates the vision to colleagues and the public.
Having a brand champion and a board-staff partnership in place is at the foundation of both becoming a brand and remaining one. As more and more professional membership societies jump on the branding bandwagon, some will fall off while others will make it to the finish line.
Previous: How to brand your association
Using
the Power of Branding for Your Association
(Three articles adapted from CESSE Annual Meeting Presentations)
Brand
Building Dx
