Create And Promote An Indispensable Brand

Connecting Great Ideas and Great People

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Content Leaders:Bill Jerome, VP/Chief Strategy Officer

Marketing GeneralDave Nershi, CAE, Executive Director, Society for Industrial & Organizational

Psychology

Create and Promote an Indispensable Brand

August 18, 2009

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Is a Brand important?

Well, consider….

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But also realize…

What if you…

Will always drive a domestic car? Are loyal to State Farm and have a GPS? Are trying to get off sugar and caffeine? Don’t like sports?

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But if they are relevant to you…

Their name and image can have a powerful impression and impact

But an exceptional brand is more than name recognition

There is something else behind its power

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What about an Association?

Can its brand be as powerful as these “well known names?”

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What is the power of an Association’s Brand?

It is our accountability to answer, “What do I get for my investment?”

It is the combination of programs, services and results. Not just words, but the “experience” of membership.

It is the rallying cry of your staff and fulfillment of your mission.


What is a Brand?The “brand” is not a set of promises, but it is what our audience can expect from its relationship

It answers the question, “What can I only do thanks to my membership that I could not do without it?”

IT is the reflection of how aggressive you want to be to be indispensable to your members


What is / isn’t a Brand?

What it isn’t What it isSimply a promotion of the profession

Promotion of how we make our members successful

Promise of benefits Enhanced member experience that assures we deliver on expectations

Tag line, slogan or “creative look”

Unity of a vision, benefits that deliver and respect for the membership

After thought Internal driver for all you do

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Brand Elements The brand is created based on the focus of how

we deliver a combination of three factors:

Our Unique Advantages for

Members

Our Unique Value In the

Marketplace

Our Unique Resources

The ultimate delivery

of our Brand

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Perception of Delivery Promote the profession or the members?

The profession The profession

Creating the foundation for member success

Creating the foundation for member success

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Three Parts of success

What our members expect and perceive

What the marketplace demands

How we will deliver

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Discussion

Does your organization have a cohesive brand image?

Are you currently engaged in a branding initiative?

What are the negatives a new brand image must overcome?

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Case Study: SIOP Society for Industrial and Organizational

Psychology. 7,000 members. A division of the American Psychological Association. Staff 6 full-time equivalents. Headquartered in Bowling Green, Ohio.

Mission: To enhance human well-being and performance in organizational and work settings by promoting the science, practice, and teaching of industrial-organizational psychology.

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Case Study: SIOP Challenge: the delivery of our brand:

To ensure the association’s mission is being delivered in a manner that makes membership indispensable to members and our outreach critical to the marketplace

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SIOP Brand Problem in the Marketplace

Prior SIOP Research Showed…

Negative Attributes

Introverted

Boring/Conservative

Anal-Retentive

Out of Touch with Business

No Self-Identity

Unconvincing/not persuasive

Lack of focus

Positive Attributes

Smart

Rational/Left-brained

Networked

Ethical/Professionalism

Analytical & Objective

Good work ethic

Lots of ideas

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Image, What Image?

Web site home page circa 2005.

The Web site was (and is) our main point of contact with the general public.

Yikes!

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Obtaining Professional Services

Developed a Request for Information sent to approx. 10 companies.

Visibility Committee screened and conducted phone interviews.

Funding approved by Executive Committee.

Proposed compensation vs. Program of Work (deliverables)

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Approach Membership:

Internal assessment of mission and vision. Recap of current available research. Examination of member expectations and

perception of our delivery. Summary of what would create indispensable

membership

Marketplace Study of perceptions Outline of what would create indispensable

alliances

Presentation of brand alignment.

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Our Approach toward Indispensability

1) What membership demands 2) What the marketplace demands 3) How we changed what we

delivered to meet the success measurements

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Working Together: Marketing Company/Organization

Collaborative effort Marketing company often worked as

extension of staff Interface with committee and volunteer

leaders Organized briefings with Executive

Committee. Outside perspective.

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Key SIOP Target Audiences Academics

University professors, department chairs, administrators Practitioners

In large consulting companies, in corporate settings, in individual practice

Students Large numbers, future of profession

Stakeholders Publishers, universities, consulting companies, sponsors

Other groups General public, business leaders, greater psychological community, HR

practitioners, funding agencies

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Membership perception

Image Profession Conveys

Image SIOP Currently Conveys

Image SIOP Should Convey

Research based (54%)

Academic (53%)Indispensable to business (52%)

Academic (46%)Research based

(47%)Cutting edge (34%)

Evidence based (30%)

Advocacy for the profession (29%)

Advocacy for the profession (32%)

Science based (30%)

Science based (24%)


Application based (27%)

Intellectual (24%)Beneficial to

professional growth (29%)

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Image SIOP should convey is “indispensability to business”; “cutting edge.”

SIOP brand image currently conveys a perception that heavily supports the academic side of the association.

The image SIOP members prefer more equally supports both sides of the profession: academic and practitioner.

Seen as indispensable to business: a positive descriptor for the practitioner side of the industry.

Being viewed as research based: positive for the academic side.

Attributes such as cutting edge, advocacy for the profession and beneficial to professional growth are appealing for both Practitioners and Academicians alike.

Image Profession Conveys

Image SIOP

Currently Conveys

Image SIOP

Should Convey


Academic (53%)

Indispensable to business

(52%)

Academic (46%)


Cutting edge (34%)


Advocacy for the

profession (29%)

Advocacy for the

profession (32%)

Science based (30%)

Science based (24%)



Intellectual (24%)

Beneficial to professional

growth (29%)

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Perceptions of I/O Psych ProfessionTop two descriptors:

Research based (54%) Academic (46%)

All AcademicPractition

erBoth Student






Academic (46%)

Academic (50%)

Academic (48%)

Academic (42%)


(36%)



Intellectual (32%)

Science based (37%)

Beneficial to Professional

Growth (35%)

Science based (30%)


Science based (31%)


People oriented (29%)


Science based (35%)



Academic (29%)

Responses not from list: Unrecognized (12%)Misunderstood (4%), Value of the profession is not well communicated (3%)

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Perceptions of SIOP’s Current Brand Image

Top two descriptors: Academic (53%) Research based (47%) 4% feel there is no brand

image


erBoth Student

Academic (53%)


Academic (62%)



growth (38%)


Academic (49%)


Academic (45%)

Informative (35%)

Advocacy for the

profession (29%)

Advocacy for the

profession (31%)

Intellectual (30%)

Advocacy for the

profession (31%)

Academic (34%)

Science based (24%)


Science based (29%)

Science based (29%)

Advocacy for the

profession (34%)

Intellectual (24%)

Science based (26%)

Advocacy for the

profession (26%)


Educational (32%)

Student respondents ranked “beneficial to professional growth” as top attribute.

All groups agree the SIOP brand image conveys one of advocacy for the profession, but in varying degrees.

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Perceptions of What SIOP’s Brand Image Should Convey

Brand image should endorse idea that SIOP is also beneficial to members:

Professional growth

Advocacy for the profession


erBoth Student


(52%)


(48%)


(58%)


(49%)


growth (43%)

Cutting edge (34%)


Cutting edge (38%)



(41%)

Advocacy for the

profession(32%)

Indispensable to

academics (31%)

Advocacy for the

profession (37%)

Cutting edge (34%)

Advocacy for the

profession (31%)




growth (29%)

Science based (30%)

Cutting edge (28%)


growth (29%)

Academic (29%)



People oriented (27%)

Top two descriptors: Indispensable to

business (52%) Cutting edge (34%)

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Implications from the Membership: 1) Focus on expectations of the association, not the

profession: Indispensable to business; cutting edge

Deliver in a way that is unique to the association: Unite the diversity of membership: academic foundations

that support real world issues

Present a united front: Link the membership: provide consistent opportunities to

show how we leverage the unique network to ensure cutting edge, relevant, science-based impact that is indispensable to business

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The Great Divide

Academics Practitioners

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The focus of Impact

Research of marketplace productivity

Cutting Edge application of vital

science-based workplace effectiveness

Current

Desired

Evolutionary RevolutionaryThe extent of Impact

IntegratedMarketplace Application

IsolatedAcademic

Enhancement

SIOP Brand Position / Perceptual Map SIOP Brand Position / Perceptual Map

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What about the Marketplace?

Identify who was important to us

Business community (focused on HR) Psychological community (esp. in

academia) Emerging professionals (students)

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A 5 Pillar Approach for Market Impact

Place “exclusive” articles to establish the SIOP

brand

Pre and post-event promotions

around conference

themes

Symbiotic relationships with other associations

Establish value of

SIOP to key audiences, business

leaders, HR, editors

Ensure members

are on “cutting edge” in research

and market trends

Foundational PerspectivesFoundational Perspectives

Conference PromotionsConference Promotions

Internal Engagement

Internal Engagement

Ongoing Publications

Ongoing Publications

Strategic Alliances

Strategic Alliances

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Implications from the Marketplace: 1) Focus on outcome from the profession:

Indispensable to business; cutting edge

Deliver in a way that is unique to the association: Unite the diversity of membership: academic foundations that

support real world issues

Present a united front: Work with each audience to deliver content in the context they

demand (relevant, easy to understand, on the forefront, unique) and in the format they demand (turnkey, edit-friendly, interviews for their writers).

1) Engage our membership to deliver Create platforms to solicit ongoing articles; facility joint efforts;

ensure topics are already acceptable

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What about our Delivery?

How we made the brand come alive:

More than a promise …. An experience Accountability for the staff Opportunity for our members

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Web Site Incorporating Brand ImageRevised Web site incorporates many branding recommendations, including:A descriptive tag to clarify “what we do.”

Concise definition of I-O psychology geared to general public.

Blog to serve as pipeline from members on latest trends and issues.

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Marketplace…demand

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Marketplace….recognition

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Marketplace….recognition

Dr. Dory Holland is a consulting psychologist on workplace issues who divides her time between her office in St. Louis and client work in the Washington, D.C. Area. She can be reached by e-mail at [email protected] or by phone at (703) 465-5208. Hollander is an active member of the Society of Industrial and Organizational Psychologists.

Dr. Dory Holland is a consulting psychologist on workplace issues who divides her time between her office in St. Louis and client work in the Washington, D.C. Area. She can be reached by e-mail at [email protected] or by phone at (703) 465-5208. Hollander is an active member of the Society of Industrial and Organizational Psychologists.

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Branding Statement on Member Page

SIOP... A unique community that

aligns professionals withcutting-edge research andapplied insights on what mostimpacts workplace productivity.

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Tips & Trends

Members inform us of latest projects and interests.

Allows us to fulfill perception of being cutting edge.

Members inform us of latest projects and interests.

Allows us to fulfill perception of being cutting edge.

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SIOP Exchange

Blog established to encourage two-way communication from our members.

“Uniting and promoting the vital and unique resources of the I-O community.”

Blog established to encourage two-way communication from our members.

“Uniting and promoting the vital and unique resources of the I-O community.”

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Organizational Change in Response to Branding Initiative

Consideration of Name Change Alliance building (SHRM, IPMA-HR,

EAWOP) Bridging academic-practitioner gap

(practitioner survey, changes to conference program, mentoring program)

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SHRM Collaboration

Aided by President who serves on SHRM board.

Position SIOP as source of research for evidence based management.

Book sales and new book series.

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Other Issues

Continuing the “experience” Monitor the Brand Expand our impact

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Contact InformationDave Nershi, CAEExecutive DirectorSociety for Industrial & Organizational [email protected]

Bill Jerome, VP/Chief Strategy OfficerMarketing General, Inc. / CrossRoads Strategies, Ltd. [email protected]

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