Companies evolve and change over time. When was the last time you refreshed your brand promise? Does your brand represent your company now or who you were? If you haven’t thought about this lately, ask yourself these questions:
- Is our brand still relevant?
- Are we retaining customers and attracting new ones? If not, why not?
- Do our customers understand and buy into our brand promise?
- Does our visual brand create excitement and interest?
- Does our brand represent who we are now or who we were?
My colleague Carol Smith, president and creative director of Creative Source, and I discussed branding and addressed these questions yesterday in a presentation to the New York Society of Association Executives. (See our presentation below).
Today, there are an ever-increasing number of competitors going after your prospects and customers. A strong brand, however, can enhance your ability to attract and retain them.
Too many brands in the marketplace are simply knock-offs of other brands. If you wish you stand out, you need to be unique. You have to be clear about who your organization is, what makes it special, and why prospective customers should care.
What is your brand? A brand is what an organizations wishes to be known for. It is a pro-active strategic process to establish the direction, leadership, clarity of purpose, and inspiration for the organization’s mission.
Simply put, your brand is your promise to your consumer—whether it’s a member, donor, business, buyer, or voter—that will inspire them to choose your offerings over a competitor.
What is your visual brand? Your visual brand is the visual expression of the organization’s name, logo, and tagline. It is the image your company projects in your marketing materials, social media communications, public relations and advertising.
When was the last time you updated your brand?