Why Associations Should Go Online: Extend Your Brand

Yesterday you learned how the new Omnipress Digital Publishing Platform can help you attract and engage members. What else can the system do? So glad you asked! A DPP can also extend your brand.

Extend Your Brand–It’s important that all of your business resources “match,” from your website to your publications to your social media pages. Take your logo, for example: you should use the exact same colors, wherever it appears.

A digital publishing platform is your members’ resource for contents of all sorts (more on that Friday and next week!). Omnipress will build your Digital Publishing Platform to complement the look of the association’s website. Because this is your content, your DPP, your brand. We offer seamless integration, so your content hub looks and feels just like your main page. Your members will feel right at “home.”

Believe it or not, there are even more ways the new Omnipress DPP can benefit associations. Tune in tomorrow to learn more about generating revenue (a perennial favorite) and improving search engine optimization (SEO).

The Importance of Brand: A Lesson From the NFL

Brand is everything, and if you’re like most organizations, you spend countless hours and resources protecting and building your brand.

Whether you’re a football fan or not, you may have heard about what’s happening in the NFL this year with replacement referees. Admittedly I’m a huge Green Bay Packer fan, so there’s a bit more passion around this topic.

The situation: The NFL’s officiating crew is on a lock-out (mainly as a result of money issues). No huge surprise. The season is underway with replacement refs who don’t have adequate experience refereeing in the NFL.

The controversial results: In last Monday night’s game the Packers lost by a last second touchdown pass by the Seattle Seahawks. The replacement refs made a bad call (in many people’s opinions), which impacted the outcome of the game. The Packers’ Quarterback, Aaron Rodgers, didn’t blame the referees. Rather, he spoke about how the referees and the quality of officiating is an important part of the NFL brand. He added, the officiating by the replacement refs has been an embarrassment to NFL and its brand.

[Read the full article]

Your Organization’s Brand is a Shield

Your organization’s brand is important, and it must never be taken for granted. It takes time and effort to build a strong brand. It’s like a marriage; it takes effort to continuously foster strength and growth. For your organization, the marriage you continually build upon is between you and your members or employees.

Your brand is like your shield; it can help protect you from volatility in the macro economy as well as your market niche. It’s important to make organizational decisions that protect your brand.

If the NFL could start the season over, would they make a different decision to protect brand?

3 Ways Organizations Can Protect Their Brand

Often times, organizations think of building their brand after there is already a problem. Remember, it takes time and effort to grow your brand. If you act late, don’t expect immediate results.

Here are a few ways you can protect your organization’s brand:

  1. Budget. Money has a tendency to trump all decisions. Make sure you’re allocating appropriate funds to grow your brand and strengthen your shield even when your brand is strong.
  2. Relevant Content. Continuously update educational content. Don’t let excess inventory levels of printed content prevent you from updating your continuing education content. Content is king, but only when it’s relevant and timely.
  3. Presentation. If you ship printed materials to instructor-led training or face-to-face events, evaluate the entire package of contents. Do the printed covers look fresh and relevant? Is the shipping package representing your brand? Do you have custom boxes or poly bags with your logo?

Have other ideas on how to protect or extend your brand? Please leave me a comment below!

Trusting a Print and Fulfillment Vendor is Much Like Choosing Man’s Best Friend

Every association is challenged with producing great content, delivering it in multiple formats, and doing more with less… All in an effort to increase brand awareness, enrollment, revenue, and membership satisfaction. Achieving all of these proves to be a difficult task. Do you ever feel like you need help? You’re not alone.

I recently came across an article entitled “10 reasons you can’t trust employees.” The article was about IT challenges and how employees sometimes unintentionally compromise a company’s internet security without realizing. For example, downloading and installing non-approved software. Anyway, the article title itself is what got me thinking… Do associations TRUST their print and fulfillment vendor to fulfill on their brand promise?

What happens to employees we don’t trust? FIRED! Is there a reason you shouldn’t partner with a vendor who you TRUST and provides honest feedback, to help you GROW. After all, vendors are a key part in protecting and representing your brand. Is there benefit to using a single vendor who understands your overall vision, direction, and challenges?

Your brand and reputation is tied to those you partner with. Choosing a reputable vendor within the associations industry is like picking out a dog, man’s best friend… You need to choose one that understands you and you know will be loyal. When putting the responsibility of building and protecting your brand into the hands of someone else, it should be just like your loyal companion. Not a vendor, but rather your PARTNER.

Have you talked to your partners about:

  1. Your vision: What would your association look like if you had a magic wand? What things would you change immediately? What you like to change in the next two years? What would you absolutely not change?
  2. Your brand: What are your challenges? What do your members like about your brand? What don’t they like? How does your brand stack up against others in your market? What is your reputation amongst the general public?
  3. Your challenges: Are you being challenged to move new technologies but fearful that existing members won’t support it. We can move to new technologies and solutions, but how do we make money? In these cost reduction economic times, are you best utilizing your association staff? Are there services in which your existing partner can support?

If I asked, how many associations are challenged with the items above, it would no doubt be a near 100%. If I asked you how many associations have discussed those items with their existing partners, I’m assuming the percentage would be much less.

Tell me about your challenges…

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