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1
Jeannette Paladino, Write Speak Sell | http://writespeaksell.com
Carol Smith, Creative Source | http://creativesourceinc...
Agenda
• Discussion of branding,
positioning and corporate identity
• Your challenges
• Examples of companies that
updated...
A Common Vocabulary
• What is a Brand?
• What is Positioning?
• What is Corporate Identity?
3© Write Speak Sell + Creative...
A Common Vocabulary
• Brand: What you want to be known
for
• Positioning: How your targets
perceive you
• Corporate Identi...
Branding Credentials
• Technical expertise
• Accrediting organization
• Distinct services
• Geographic reach
• Stature – m...
A Brand Must:
• Be simple and easy to understand
• Promise a benefit
• Distinguish you from the
competition
• Answer quest...
Getting the Answers:
• Is my association still relevant?
 Competitive analysis:
Research competitor
associations; Survey
...
Getting the Answers:
• Are we retaining members and
attracting new ones? If not, why
not?
 Is it a lack of communication?...
Getting the Answers:
• Do our members understand
and buy into our brand
promise?
 Start dialogue with members,
formal and...
Getting the Answers:
• Does our visual brand create
excitement and interest?
 Does our brand represent who
we are now or ...
Examples
11© Write Speak Sell + Creative Source
“Before” and “After”
Taglines of Major Brands
Courtesy Hubspot
New Taglines
• Before: “Denny’s “A Good Place to
Sit and Eat”
• After:
12© Write Speak Sell + Creative Source
Courtesy Hub...
New Taglines
• Before: “Relax, it’s FedEx”
• After:
13© Write Speak Sell + Creative Source
Courtesy HubSpot
New Taglines
• Before: “Drive One”
• After: “Go Further”
14© Write Speak Sell + Creative Source
Courtesy HubSpot
15
New Taglines
© Write Speak Sell + Creative Source
Before After
Your Challenge:
16© Write Speak Sell + Creative Source
What is Your Brand
Promise Today?
Refreshing Your Brand
• Define brand promise
• Develop key messages
• Work with designer to embed
brand promise and key
me...
18
Corporate Identity
What are the unique characteristics of the company?
19© Write Speak Sell + Creative Source
Corporate Identity
What is the “essence” or “personality” of the company?
20© Write Speak Sell + Creative Source
Association Branding
Before
21© Write Speak Sell + Creative Source
After
22
How Would You Define Your Brand?
Thank You
Jeannette Paladino is a business writer, blogger, and project
manager helping organizations to build brand aware...
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Is it Time to Update Your Association's Brand?

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This presentation describes and illustrates why associations need to review their brands to see if they still relevant to members and potential members. Associations need to ask themselves these challenging questions:
- Is my association still relevant?
- Are we retaining members and attracting new members? If not, why not?
- Do our members understand and buy into our brand promise?
- Does our visual brand create excitement and interest?

Associations need to conduct formal and/or informal research among their stakeholders to understand if they buy into the association's brand promise. Is your brand (how you want to known) in sync with your positioning (how your brand is perceived)?

What can your association do to improve its reputation?

Published in: Marketing
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Is it Time to Update Your Association's Brand?

  1. 1. 1 Jeannette Paladino, Write Speak Sell | http://writespeaksell.com Carol Smith, Creative Source | http://creativesourceinc.com/
  2. 2. Agenda • Discussion of branding, positioning and corporate identity • Your challenges • Examples of companies that updated their brands • Share your association’s brand and critique 2© Write Speak Sell + Creative Source
  3. 3. A Common Vocabulary • What is a Brand? • What is Positioning? • What is Corporate Identity? 3© Write Speak Sell + Creative Source
  4. 4. A Common Vocabulary • Brand: What you want to be known for • Positioning: How your targets perceive you • Corporate Identity: The visual expression of your brand in your logo, tag line and promotional materials 4© Write Speak Sell + Creative Source
  5. 5. Branding Credentials • Technical expertise • Accrediting organization • Distinct services • Geographic reach • Stature – members, staff, etc. 5© Write Speak Sell + Creative Source
  6. 6. A Brand Must: • Be simple and easy to understand • Promise a benefit • Distinguish you from the competition • Answer question “What’s in it for me?” 6© Write Speak Sell + Creative Source
  7. 7. Getting the Answers: • Is my association still relevant?  Competitive analysis: Research competitor associations; Survey members 7© Write Speak Sell + Creative Source
  8. 8. Getting the Answers: • Are we retaining members and attracting new ones? If not, why not?  Is it a lack of communication?  Outdated programming?  Lack of resources?  Unresponsiveness? 8© Write Speak Sell + Creative Source
  9. 9. Getting the Answers: • Do our members understand and buy into our brand promise?  Start dialogue with members, formal and informal research; what are their needs?  Develop key messages 9© Write Speak Sell + Creative Source
  10. 10. Getting the Answers: • Does our visual brand create excitement and interest?  Does our brand represent who we are now or who we were? 10© Write Speak Sell + Creative Source
  11. 11. Examples 11© Write Speak Sell + Creative Source “Before” and “After” Taglines of Major Brands Courtesy Hubspot
  12. 12. New Taglines • Before: “Denny’s “A Good Place to Sit and Eat” • After: 12© Write Speak Sell + Creative Source Courtesy HubSpot
  13. 13. New Taglines • Before: “Relax, it’s FedEx” • After: 13© Write Speak Sell + Creative Source Courtesy HubSpot
  14. 14. New Taglines • Before: “Drive One” • After: “Go Further” 14© Write Speak Sell + Creative Source Courtesy HubSpot
  15. 15. 15 New Taglines © Write Speak Sell + Creative Source Before After
  16. 16. Your Challenge: 16© Write Speak Sell + Creative Source What is Your Brand Promise Today?
  17. 17. Refreshing Your Brand • Define brand promise • Develop key messages • Work with designer to embed brand promise and key messages in visual identity 17© Write Speak Sell + Creative Source
  18. 18. 18
  19. 19. Corporate Identity What are the unique characteristics of the company? 19© Write Speak Sell + Creative Source
  20. 20. Corporate Identity What is the “essence” or “personality” of the company? 20© Write Speak Sell + Creative Source
  21. 21. Association Branding Before 21© Write Speak Sell + Creative Source After
  22. 22. 22 How Would You Define Your Brand?
  23. 23. Thank You Jeannette Paladino is a business writer, blogger, and project manager helping organizations to build brand awareness to increase revenues, and engage employees as brand advocates on social social media. Previously a senior corporate communications executive. Her company is Write Speak Sell. jpaladino@writespeaksell.com 23 Carol Smith, founder of Creative Source, creates visual branding and marketing campaigns for hospitals, colleges and financial companies. Her designs embed the essence of a company’s brand in a recognizable, compelling corporate identity for both printed materials and online communication. csmith@creativesource.com © Write Speak Sell + Creative Source

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