Larry D. Lauer

Over the years I have come to believe that an organization’s brand is often its primary product. Executives think that what they need most is more program promotion but the real issue is to first clarify and intensify their brand appeal. 

In the case of universities, it’s true that most prospective students and parents are very interested in the quality of acadmic programs, and they are especially so if they know the student’s primary areas of interest. But I still suggest that much of their final choice will be based on the emotional satisfaction and pride they experience in associating with the institution’s overall identity.

I even found this brand power focus to be true when working with community organizations. For example, I was the chairman of the board of a community theatre a few years ago in a town with a number of other theaters. Here I became accutely aware that season ticket sales were often based on being associated with a particular theater. In many cases this was even more so than the desire to attend specific plays.  It was clear to me that each theater in this town had a unique brand identity defined in part by the decor of its physical home, the types of people who regularly attended, the style of favored productions, the nature of social opportunities, and even the personality of the managing director. Selling this theater was a matter of clarifying its overall brand appeal.

The examples are endless.  I am struck by the degree to which many people pick their professional association mostly based on brand identity.  Even though we are tempted to focus first on specific program benefits, I submit that the pride of associating with these particular people and with this particular organization is often the most compelling factor. Consciously or subconsciously I am asking: Is this the organization where I can complete my professional identity and achieve leadership recognition in my field?  So before selling memberships I will first want to focus on clarifying and fine-tuning the brand.

Usually organizations approach me primarily to help them promote their programs, services, and events.  But I now quickly turn the conversation to considering why someone would want to be associated with this organization in the first place, and what is the exact nature of the emotional satsisfaction they will feel?  In short, I tell them we first need to clarify your brand.