Branding is not marketing and advertising. Branding is about selling everything associated with your organization. Branding creates visibility and convinces supporters of the organization’s value. A five-step process that will move an organization toward successful branding:
1. Conduct a SWOT analysis.
SWOT is an acronym for strength, weaknesses, opportunities, and external threats. Include a rep from your board, executive staff, management, operations, and support staff. Questions that you might use for each part of your SWOT analysis could include:
- Strengths – What do we do best? How do we want our target audiences to view us? What distinguishes us from our competition?
- Weaknesses – In what ways do we have trouble clearly explaining to people outside our field what we do? How much does our board know about branding, and how effective will members be in promoting and protecting our brand?
- Opportunities – Can we identify an expanding market for our products and services? What is the current economic landscape of our community?
- Threats – Are there external factors that would prohibit our organization from promoting our brand? Who are our competitors? How much do we know about them?
2. Review your SWOT Analysis.
What have you learned about who you are, what you do, how you do it, and why anyone should care?
3. Determine what messages your audiences need to hear.
For example, proponents of affordable housing emphasized the needs of the people being served. But audiences did not like the idea of “subsidized” housing for “needy” people. When the message was changed to emphasize the positive impact such housing would have such as tax benefit, or diversity in the schools, such housing became much more palatable to targeted audiences.
4. Create a “messaging package.”
A message package includes: a tagline, a mission statement, a positioning statement, supporting statements, and a logo. Its purpose is to help you stay on message whenever you communicate information about your organization. Also, get real reactions from real people to your messages. This step is absolutely necessary to make sure that words or messages you have picked mean what you think they mean to your audience.
Karmen A. Booker is an Attorney, Business Consultant and Chief Consultant for Compu-Perfect Professional Services (www.compuperfect.net) , a business consulting firm specializing in business incorporation, establishing limited liability companies, contract drafting & reviewing, and more. CALL ATTORNEY BOOKER at (301) 408-1082.
She is also the author of “Business Tips” Report where you will discover tips that will put you on the Road to Business Success, Tips for creating and implementing a marketing plan, and more. This e-book and other books she has authored are available for online purchase at www.kbooker.wordpress.com by clicking on the respective e-book cover on the right sidebar of this blog site.