Saturday, December 29, 2012

Branding

I attended an interesting talk on why branding is important for community organisations such as Rotary. I thought that the points were particularly relevant to arts organisations and hope that you will also benefit from the ideas shared.

Your reputation is more than just a logo. It is the values that you stand for, your opinions and what others say about you. You need to guard you brand, like your reputation, zealously and be passionate about  what you do.

Branding is th organisation's reputation and what it will offer its clients and the wider community. It is the collective understanding of the organisation by those clients. Branding is an experience which touches the emotions, senses and perception. It is important for your message to touch the senses - hear taste and see the experience - to ensure that people remember you.

It is important that the clients have a consistent, authentic experience that they can trust. Branding needs to be part of every interaction (touch point) with the organisation service, product and all activities. It states the difference between the competitors, increases your recognition and encourages customer loyalty.As such the organisation needs to build trust by consistently meeting and exceeding expectations, always delivering on the promise. Be authentic and real by being honest and transparent about what you do.


No comments:

Post a Comment

Our thoughts and comments on performances and the performing arts in the Western Cape, South Africa.