Q.  What do the state of Vermont, a sweet brown carbonated liquid and the International Olympic Committee all have in common?

 

A.  Brand identity.

 

 

The hottest business topic at the moment is creating and establishing a brand identity.  Every executive is jumping on the bandwagon.  And with good reason.

 

Your brand, which in the days of the old economy was called your image, is vital to the health and growth of your organization.  It is vital to the success of any product or service or enterprise. And it is critical to your ability to recruit and retain employees, attract new members, increase your revenues—both dues and non dues—and further your agenda with all your constituents.

 

Consumer product manufacturers, especially package goods, were the first to realize the value of a strong brand.  Then came the big retailers, major chains, financial institutions, fast food joints and on and on.  Now, every stripe of organization and service, including local, state and federal governments—not to mention countries—have jumped in the pool.

 

Your brand is your personality.  It is what makes you better and/or different.  It enables people to pick you out from the crowd and choose to associate with you and do business with you.  It is what you stand for.

 

That’s why the state wants to control the use of the word “Vermont” to preserve its uniqueness and protect its brand.  Why Coca Cola spends billions to promote its brand, resulting in Coke being recognized as the most valuable brand in the world.  And why the IOC, in light of its recent travails, is working hard to restore its “good guys” brand.

 

What about your brand identity?

 

Your members, your prospects, your board and committees, vendors and associates, strategic partners, your present staff and future employees, Congress, regulators, government agencies and more, all need a clear, concise image of your association—who you are and what you do.

 

A strong brand will sustain you in the tough times and propel you forward in the good ones…help you recruit and keep members…increase conference and seminar registrations and trade show exhibitors.  A strong brand will enable you to grow dues revenues despite the rampant mergers and acquisitions taking place.  A strong brand will help you sell more ad pages and grow non-dues revenue.  And a strong brand will help you be the leader in your industry.

 

We all know there is no free ride.  Growing a strong brand takes a commitment of time and money and energy.  But the payoff is there, both short and long term.

 

Brand nirvana is the result of  strategic thinking and planning, market research, creating a clear, concise and consistent message and constant surveillance of every communication that emanates from your association.

 

If you lay the groundwork, you will have brand success.  Everyone in your universe must know the importance of establishing and maintaining your brand identity.  What your receptionist says is as important as the headline in your next newsletter or direct mail piece…as important as what you say to the media or publish on your web site.  But, be prepared.  Everything you say and do—good and bad—reflects on your brand.

 

Start today to ride the brandwagon 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 including associations, federal government agencies and major corporations.