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What the Board REALLY Wants to Know About Branding

By Mike DiFrisco posted 02-08-2016 08:58 AM

  

Hint: Aligning brand strategy with organizational growth and vitality will get the Board of Directors to pay attention.

Often the biggest hurdle you'll face in developing or refining the brand strategy of your association is the reluctance or the apathy of the chief elected officer and the board to buy into the importance--the vital nature--of branding. But it’s critical to get the full support and backing from the board before proceeding down the brand path. Communications consultant Bob Lamons says, “The CEO [or board] needs to be the No. 1 brand champion. No exceptions. No extenuating circumstances. If she resists accepting this responsibility, the company will suffer.” 

I’ve had more than one leader ask the questions, “But how does the brand fit into the big picture? What will be the impact on growth? If our priority is growing members and repeat business, how will the refocused brand help us achieve that?”

While there are no one-sentence answers to those questions, a brand is a business’ reputation in the minds of its members and prospects. It’s the gut feeling that one has for an organization and its offerings. But great associations actively manage their brand. That means having a compelling answer to the question, “Why should I join or support your organization?”

What that means to the big picture—and for attracting members and loyal followers—is that in a society where people have less time and shorter attention spans, your association must have a succinct, compelling, and unique brand. By having a fanatical focus and reinforcing your brand reputation in everything you do (and eliminating those things which dilute this reputation), members and prospects who are looking for your unique attributes are more likely to engage with you. 

So your brand isn’t just a component of the big picture, rather it IS the big picture. There’s a maxim that states: “The brand is the strategy.” So for your organization’s leadership, it’s important they understand that the brand will be the touchstone on which everything else you do and say should relate and reflect.

Your logo, tagline, advertising, or any other tactical marketing and communications approaches are simply reflections and reinforcements of the brand. Your association’s brand will be driven by the experiences you create with staff, vendors, media, government, industry, communities, and members—and the emotional feelings these groups develop as a result of those positive experiences.

Refocusing of your brand will help to make your business’ reputation clearer. Your message can be spoken in relevant and authentic tones making your results more consistent.

When you begin to move forward tactically, on a solid brand strategy platform, you can speak across multiple channels with one-voice consistency. Over time, this will impress your unique value to the marketplace—those who can and will consider joining, supporting, and buying your products or services—and you will see growth. It’s about having a strategy that your board—and your entire organization—can get behind, believe in, and live through every member and prospect touchpoint.

And that’s what the board wants to know about branding. 

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