When organizing a chapter, considerable focus is placed on outlining the chapter’s mission statement, building the framework, identifying strong candidates to serve on the board and the solicitation of sponsors. Each of these tasks is critical, but the development of the chapter’s brand is just as important. The chapter’s brand is the perception people have about its reputation and character.
Your chapter is a business, and as with any business, the organization’s brand does not happen overnight. In an effort to effectively market your chapter, attract members, and sponsors you have to understand your chapter’s brand. It is important to establish the chapter’s brand early and to nurture your brand to assure it remains aligned with the chapter’s objectives and values. The question is, how do you go about building your chapter’s brand?
Building a Brand
Building a brand is a slow process which requires patience but is well worth the effort. A strong brand attracts sponsors, draws in members, and creates alliance opportunities with other business organizations. These are all key factors in the road map for the success of a chapter.
When developing your chapter’s brand, begin with the following questions:
- Why did we form the chapter?
- Who is our target audience?
- What is the primary objective of the chapter?
- What is the social impact within the community?
- How will the chapter impact the payroll profession?
After identifying how you want your chapter to be perceived, begin creating the story behind the chapter’s brand. Empower your members so they too can help build the chapter’s story. Members who feel they are contributing to the success of the chapter have an increased level of engagement and willingly contribute innovative solutions to grow the organization. There is no better marketing channel than your members, so be sure to include them in the process.
Protecting the Brand
Reputation is everything! A single incident can tarnish a chapter’s reputation, making it difficult to bounce back. Chapter officers should regularly monitor every component of the chapter’s prestige to ensure it remains aligned with the chapter’s objectives and values.
Social media has a large role in the perception of society has regarding an organization. Therefore, chapters must be very careful when publishing information on their website or other social media sites. Take care to review all marketing materials before distribution to ensure it adheres to the chapter’s guidelines and APA’s guidelines. This also extends to your members or sponsors/business alliances.
Every chapter has a brand; a hard earned name they have worked to build or one that has been assigned by the public. It is important because it is what differentiates your chapter and the connection that draws in members and sponsors. Branding is establishing connections which grow into lifelong relationships that are the lifeblood and success of the chapter. Comment below with your experiences with building your chapter’s brand.
