Jeff Bebee, Marketing Director, Magazines for the American Institute of Physics, presented the marketing side of branding at the Association Media and Publishing Lunch & Learn, Branding - It's Not Just for Cattle Anymore, on January 12, 2011 in Washington, DC.
Here's the session description from the event:
We all want to be attractive to others, and having a good personality goes a long way. So does your organization have a "good personality"?
Branding is essentially about enhancing your association's personality. It's the sum total of your organization's identity, from its name and logo to every piece of communication you send out.
Can you define your association's brand? Chances are that if you can't, your members won't be able to either. The big risk here is that someone else will define it for you. Before you spend a dime on marketing or advertising, it's essential that you define your brand identity.
This is where we can help. Our panelists will share case studies and personal experiences that illustrate how other associations have enhanced the essence of their brands and made their communications more reflective of their brand's mission. You'll get tips on how to develop your brand strategy and how to use marketing and the Web to brand your association.
When it comes right down to it, branding is about getting your members to see you as the only solution to their problem. Do they see you that way?
Debra Bates-Schrott, Bates Creative Group
Jeff Bebee, American Institute of Physics
Mark O'Brien, Newfangled
Moderator: Randy Nanna, American Institute of Physics