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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?
In the race to become the next Starbucks or Dell of the association world, many professional membership societies are leaping to communicating the brand through new logos, taglines and symbols before actually becoming one.
Too often image is equated with branding. But image alone has never successfully built nor sustained a brand. Communicating the vision and mission of the organization is not branding. While the vision and mission articulate what the association wants to do, a brand defines what the association is going to do.
What's the state of your brand?
Your brand is all about building and communicating value. Marketing Partners, Inc.'s Brand Building Dx can tell you what's going well with your brand, what needs work and where to concentrate your efforts.
Next:
How to brand your association
Previous: What is branding?
Using
the Power of Branding for Your Association
(Three articles adapted from CESSE Annual Meeting Presentations)
Brand
Building Dx
