Monday, July 6, 2009

How Associations Can Create an Indispensible Brand

Posted by Princess Eva Angelica at 7:04 AM

Two of my colleagues -- Bill Jerome and Page Stull -- have just released a white paper on branding that I have found very helpful. The title is: “How Associations can create an Indispensible Brand and Why Most Don’t”

The paper defines how associations can “build a strong brand by outlining the power of a brand, the mistakes associations make in developing their brand, the key measurements that lead to the strongest brand for an association, and the appropriate steps to identify and promote an association’s unique and ultimate brand.”

I particularly like the member centric view of brand that the paper presents. To assess your brand, the paper asks how your members would answer these questions.

“What does the association stand for that is important to me?”

“What can I do now that I could not do before I became a member?”

“What does this association do that no other association can do?”

“How does the association fulfill its mission so that I can easily enjoy all of the benefits I need?”

You can download a free copy of this whitepaper and others produced by my company using this link. If you have questions on branding, you can reach Bill Jerome through LinkedIn.

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