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Monday, December 11, 2017

What is Branding?

Delta Kappa Gamma International is currently looking at the Society’s branding. Do members and potential members recognize our organization as “Leading Women Educators - Impacting Education Worldwide”?
A brand is a simple mental model that represents, collectively, what people feel, think, and say about a product, service, or organization, and where meaning is established over time through consistent positive experiences and engagements.
A brand says “This is what I am. This is why I exist. If you agree, if you like me, support me, join our organization, and recommend me to your friends.” It’s what sticks in your mind associated with a product, service, or organization.
Branding is as vital to the success of an organization as having financial coherence or having a vision for the future. A brand is represented by the intangible elements of promise, perceptions, expectations, and persona. The tangible elements include a logo and messaging.
Bottom-line, a brand is clear, reliable, and believable to your members and potential members. Branding is convincing that voice in someone's head to be on your side and to join you.
Do you think members and potential members instantly recognize our brand? Why or why not?

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