Presentation on theme: "11/10/2013 The Importance of Branding! Branding - The message BNI wants to get out to the world. BNI is a professional organization - It must make a professional."— Presentation transcript:
11/10/2013 The Importance of Branding! Branding - The message BNI wants to get out to the world. BNI is a professional organization - It must make a professional appearance.
11/10/2013 Which of these identifies BNI Chapters? Three Do NOT Belong to BNI Groups. Can YOU guess which ones? Even if you can guess, will others be able to tell the difference?
11/10/2013 These are NOT BNI®-Related A Bank in Indonesia Bahrain National Insurance Broadband Networks, Inc. – Develops intellectual property for the delivery of content to consumers over the internet.
Which of these Identifies BNI Chapters?
Google Images Shows An Official Chapter of BNI 217 × k - jpg northwestvalleypros.com BUT, Is it an Official Chapter of BNI?
No mention of BNI on the website. Perhaps this was a BNI Chapter that broke away. If Chapters develop their own identity, it confuses people in the organization and outside the organization.
Is this a BNI Chapter?
It appears so, but the website looks nothing like a BNI website. The website does not have the BNI logo. Who is this organization?
Other Odd BNI Logos Is this the Image that you want representing the organization?
Prominent Worldwide Logos How often do you see these changed by their local affiliates?
Counterfeit Logos Lead to Uncertain Affiliation Avoid networking organizations holding themselves out as BNI. If a group is not using approved BNI artwork, the public should know it is not an approved group.
Impact of Modified/Counterfeit Logos Modified logos permit groups to claim an alliance with BNI long after any alliance may have ended. Groups can make logos similar to BNI, and the public has no way of telling whether the group is BNI-related. BNIs brand image is only as good as its protection. – Watered down versions of the image lead to diluted views of the brand It is critical to build the BNI image, not the image of individual Chapters.
Other Modified BNI Logos Is this the Image that you want representing the organization?
For the first time in 25 years BNI has a system to implement a unified and truly global brand! This will serve as a great strength to the entire BNI organization and deliver significant benefits to everyone from BNI members and chapters, to BNI Directors, to BNI National Offices and BNI Headquarters. A BNI First...
The Goal is One Message If something is going to be branded with BNIs image, BNI will be the entity to decide. BNI is open to ideas; however, the ideas need to first be approved by BNI using the following procedure... (see next slide)
Procedure for BNI Chapters/Members to Request Approval from BNI 1.Requests for approval to use the BNI branding artwork or BNI logo on an item must be made to the National Office (via a chapters local Director) 2.National Office confirms proposed use incorporates BNIs Authorized Trademarks 3.National Office submits samples in the form to be used to Ed Wilson at BNI Headquarters for review and approval 4.Beginning 1/1/11, BNI will issue a response, approving or denying the right to use the BNI Brand within seven (7) business days of receipt of the submitted sample, or will request additional information 5.No use shall be permitted until BNI issues a written approval for use
Why Cant Someone Make and Sell BNI Goods? BNI sells authorized goods – Sales by others could confuse people as to the source BNI lacks the ability to insist on good quality BNI may not want certain products branded with its image (e.g. inappropriate products) It is illegal to manufacture and sell without BNIs consent