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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