A Brand Is a Promise
What promise does your event brand make to your audience?
For starters, does your event have a brand? More than likely it has a name or a description. Think: The (fill in your association name) Annual Conference & Expo. Or maybe: The ________ Convention. Maybe, if you’re in the medical industry, you call your meeting an Assembly.
What if the NFL decided to call its once a year, mega-fan experience The NFL Annual Football Game and Half Time Show. Not quite the same ring as The Super Bowl. Do you think the NFL knows something about brand experiences? Ok, then!
When I say “a brand is a promise,” I mean just that—a promise that says what you stand for, who you are and why you matter. It’s delivered consistently, with heart and with a commitment to your members that shows you have their back, and that you’re looking around the corner for them.
McDonald’s isn’t famous for the best food in the world; it’s known for a brand promise of consistent taste, temperature, convenience and service. When they fail, they break their brand promise. When they succeed, they thrive. More than 100 billion served can’t be wrong.
So, you may ask, what does this have to do with what we call our association event? Said another way, what’s in a name?
An event brand must coalesce an industry, inspire the masses and motivate the individual. A name is everything. A new event brand can change everything: Just like a new fall wardrobe changes how you feel about yourself, it also changes how others see you. Does your organization see your event through the name of the event? Of course.
How do you magnetize your event to reach a broader audience? How do you attract a new generation to your meeting? How do you stand out in a noisy, crowded media landscape? How do your reenergize yourself, your members, your board and your industry?
A new brand that captures the soul of what you do and why you matter really matters.
To hear a few examples of leading trade associations and professional societies that have changed the game by changing their brand, send me a note.
I promise you’ll be amazed at what a great new brand can do for your annual conference and expo.