MOVE OVER MARLBORO MAN

 

You may not think you have one, but you do.  You may not think you need one, but you do.  Your members have one, so you better too.

 

I'm talking about a brand identity.

 

I'm talking about how your various constituents think of you, how they perceive your value, your worth, your contribution.

 

You may think only package goods marketers need a brand identity.  But in today's competitive world of instant communication and intense competition, of confusing messages and global multimedia opportunities, a brand is as vital to your success as it is to General Mills or General Motors, Pillsbury or Procter & Gamble, AOL or AT&T.

 

Your members, your prospects, your vendors and strategic partners, your board and committees, Congress, the media and more all need to have a concise image of who you are and what you do.  A clear picture of what you stand for.

 

That is your brand.

 

A strong brand will sustain you in the tough times and propel you forward in the good ones.  A strong brand will help you recruit and keep members.  A strong brand will increase conference and seminar registrations and trade show exhibitors.  A strong brand will enable you to grow dues revenue despite the rampant mergers and acquisitions taking place.  A strong brand will help you increase your publication advertising sales.  A strong brand will open non-dues revenue opportunities to you.  And a strong brand will help you lead the way in your industry.

 

But, there is no free lunch.  Growing a brand takes a commitment and an expenditure of time and effort and resources and money.  The payoff will come -- in the short term, as well as the long haul.

 

You achieve brand nirvana by careful research, clear, concise and consistent message and constant surveillance of every communication that leaves the building.

 

Branding will only succeed if you lay the groundwork, so that everyone knows the vital importance of establishing and maintaining and enhancing your brand identity.  How your telephone operators deal with calls -- and I don't mean recorded messages -- is as important as the headline in your next direct mail piece or what your executive director or president says to the media. 

 

Get your entire team on the brandwagon today, and see how fast  you'll move ahead.

 

 

Joseph F. Schramm is president of Schramm & Associates, a leading branding and marketing communications firm based in Washington, DC, serving regional, national and international clients.