Is Your Museum’s Brand Image and Marketing Strategy Stale?
... or not aligned to your Strategic Plan?
Brand Image and Strategic Planning
Surprise! You do not own your brand image….
… your audience does.
An organization’s brand image is how you are thought of and perceived (your reputation) by your audience. It is the sum of their experiences with you - which your ‘product’ (the museum experience), customer service, your social and digital posture (website and all social platforms), signage, and, of course, advertising, collateral, etc. However, you can control how you are perceived by deftly and strategically managing how you communicate and present what you stand for.
In conversations with museum Directors around the country brand image emerges as a major concern along with Board management and fundraising. Most Directors do not have expertise with crafting compelling brand platforms that resonate with new and existing audiences. There are new post pandemic audience patterns and preferences That represent opportunities for smart museums.
Any short- or long-term strategic plan that does not include investment in brand image stewardship places the entire plan at risk
Brand Identity versus Brand Image
There can be confusion regarding the difference between Brand Identity and Brand Image. With more than 25 years working this issue I prefer the following simplified definition:
Brand Identity is the collection of elements an organization creates and deploys to present itself to the public, including logo, signage, advertising, website, letterhead systems, etc. More important for public-facing efforts is your Brand Image:
Brand Image is the sum total of relevant perceptions the public has when considering your organization (your reputation).
Can your internal Marketing & Communication team elevate your brand?
Updating or evolving your brand image requires alignment with the organization’s aspirations and the long term strategic plan. Frequently, museums do not include a robust brand image discussion as part of the strategic planning process. Many museums have limited marketing teams, and do not possess the depth of experience or expertise to effectively lead this initiative. This can present a challenge for museum leadership who also may not have the experience to determine the talent depth of the internal team. Successful brand stewardship (and especially reenergizing of stale brands) requires specific talents and experiences, including a deep understanding of audience insights, and an intuitive capability to sense creative opportunity.
Big Ideas For Big Outcomes
Brand and Audience Development – A symbiotic relationship
Great creative is necessary to establish memorable brand impressions. Museums are no exception. Developing breakthrough ideas really does resemble rocket science. Data, insights, and audience research fuel the process. Tarren utilizes these and other elements as the launch pad for the ideation process. For museums, non-profits, as well as hyper-competitive for-profit categories, Tarren has created award-winning campaigns that reposition brands, change perceptions, and drive outcomes
It’s not just about ‘disruption’, but the relevant differentiation that drives awareness and audience engagement
Tarren has the talent, experience, and expertise to align marketing with the strategic plan, and elevate your brand.
Tarren Elevates Brands…
… As An External Resource, or With Your Team
Whether your goal is to work with internal teams to develop your brand identity and image, or to hire outside experts to do the heavy lifting, TarrenThinks can help you navigate the journey successfully. Bob Tarren has decades of experience working in staff and consultative positions to help organizations achieve their brand goals. Contact him now and start the process of elevating your brand image.