Download Branding

How to Market Your Brand
to Attract New Members
Anita Paul
Georgia Credit Union Affiliates
What We’ll Cover
Branding: A different view
Pull/Attraction Marketing ……..
What’s a Brand?
Brands are connectors that incite emotion.
Why do Brands Matter?
Brands help model the way
consumers think about
companies, products and
services.
Why do Brands Matter?
Brands account for about 1/3
of the average public
company’s valuation.*
*Brands and Branding, a 2004 study by Interbrand and JP Morgan
Elements of a Brand
Logo
Song, jingle
Tagline, slogan
Uniform
Color scheme
Signage
Name
Sound
Image
People
All work together for brand connection
and brand consumption
A completely
different approach
to branding your
credit union
Primal Branding Code
Creation Story
Creed
Icons
Rituals
Pagans and
Nonbelievers
Sacred Words
Leader
If you build it, they will come!
Really?
Where does Branding fit into
Marketing?
Traditional Marketing
Product … Distribution … Sales … Customer
Traditional Marketing
Inundates with messaging
Obvious, salesy
Traditional Marketing Tactics
Traditional Marketing
Attraction Marketing
Customer … Peers … Educate … Product …
Consumption … Recommendation … Advocates
Attraction
Marketing
Tactics
All of this … PLUS: PR, articles,
community involvement, newsletters, etc.
How do you Market your Brand?
Marketing is EVERYTHING you do to get the word out
Who?
What?
When?
Where?
Why?
How?
Attraction Marketing Works With …
Relevancy
Activity
Consistency
Frequency
Secret Weapon
Marketing Your Brand
It’s not only about the first-line people you reach, but about the
dozens or hundreds of people they know and will eventually tell
about you because you’re being relevant, active, consistent,
frequent ... and educating them on how to solve a problem or
address an issue.
Anita Paul
Director of Communications
Georgia Credit Union Affiliates
[email protected]
770.476.9625