This presentation describes and illustrates why associations need to review their brands to see if they still relevant to members and potential members. Associations need to ask themselves these challenging questions:
- Is my association still relevant?
- Are we retaining members and attracting new members? If not, why not?
- Do our members understand and buy into our brand promise?
- Does our visual brand create excitement and interest?
Associations need to conduct formal and/or informal research among their stakeholders to understand if they buy into the association's brand promise. Is your brand (how you want to known) in sync with your positioning (how your brand is perceived)?
What can your association do to improve its reputation?
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
So, let’s begin, what is positioning?
What kinds of credentials, skills and experience are necessary for your positioning?
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
So, let’s begin, what is positioning?
What kinds of credentials, skills and experience are necessary for your positioning?
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
A) Tiffany's logo, for example, is elegant, just like their product. The famous turquoise color has been so recognizable that the color has become a brand in itself. It is the essence of the brand.
B) The Toys-R-Us logo looks playful, because their product, toys, are for kids and it has to appeal to kids.
C) The Continuum Health Partners logo, represents five hospitals, and like any medical organization, it has to look serious.
D) The MetroCard performs like a ticket for the subway or bus, and because it represents public transportation it is an expression of "easy access".
E) The MetroCard "is for everyone" in the same way that the "Y is for everyone". The MetroCard brand is not exclusive like the American Express gold card, even though they are both “gold”.
F) The YMCA is for everyone, it is not exclusive like the Harvard Club or other clubs that restrict their membership.
Stop after each question – ask audience to answer yes or no. Ask for show of hands.
Here participants will write down their assn’s brand statement.