A simple association brand development model based on Simon Sinek's Golden Circle concept. Delivered at the IMEX 2015 ICCA Association Expert Forum by Bruce MacMillan from Bandwidth Management.
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Takeaways
• What’s in it for you
• An outline of a process
framework
• The role of live events
• Lessons learned from the
school of hard knocks
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BRAND
A unique promise kept over time.
— Brian Collins, Collins
A brand is a simple mental model that represents, collectively,
what people feel, think and say about a product, service or
company, and where meaning is established over time through
consistent positive experiences and engagements.
— Elizabeth Talerman , Nucleus
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BRANDING
A profession that increasingly confuses fame for mastery. And
pomposity for profundity.
— Brian Collins, Collins
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THE
DISRUPTION
OF
THE
ASSOCIATION
ECOSYSTEM
Business
brands
have
become
more
socially
and
community
conscious
to
extend
their
brands.
AssociaAon/NPO
brands
have
had
to
become
more
entrepreneurial
to
extend
their
brands.
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THE STORY: BRAND OWNER
PERSPECTIVE:!
Their capabilities and vision for the brand!
!
!
!
!
!
WE BELIEVE:!
TARGET INSIGHT:!
The brand’s clear audiences, internal and
external, demographically and attitudinally.
A clear and deep understanding of an unmet
need or opportunity.!
DRIVERS:!
The emotional and pragmatic benefits that
meet customer needs and drive choice.!
WHAT MATTERS TO US: VALUES:!
What a brand stands for, the things it holds
clear, the principles that define how it
behaves!
OUR SPACE:
POSITIONING:!
The competitive,
relevant and
differentiating place
the brand occupies in
its defined market!
OUR ATTITUDE!
PERSONALITY:!
The human
characteristics that
are attributed to and
personify the brand!
BRAND ESSENCE:!
The most inspiring and compelling thing we can convey about the brand!
BRAND CANVAS
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Lessons from
the “School of
Hard Knocks”
• Don’t do it alone
• Committees rarely work
• “Its all about THEM”
• When in doubt…ENGAGE!
• Brands happen at the
edges
• Have the courage to act
