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        Relevance     +     Retention     +     Revenue
   
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November 27, 2016    
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"About Lipstick and Pigs" (Part 2)

Re-branding is usually considered fun because everybody grabs the opportunity to (pretend to) be a designer and share their opinions about the new logo, website layout etc., etc.   The three "M"s will come into play -- "meetings, money, and meetings" -- and when it's all done, there will be a euphoric "ta-da" unveiling, press releases, self-congratulation, etc.   However, invariably, a few months later, everything will be getting back to normal and business will be proceeding as usual.

Hang on ... isn't it supposed to be different once the re-branding takes hold?   A great question!   Sadly, in most cases, the new lipstick will become more and more transparent and reveal the pig as it always was.   And, if you ask a regular Chamber member what the rebranding did for them, the response will invariably be that nothing has really changed; that it's still the same old Chamber.

Why does it happen this way, you ask?   Because, during the rebranding process everybody focused on how things would look to the outside world instead of factoring in answers to difficult questions like . . .
    - Why are we really doing this?
    - How will this benefit our members?
    - How will it increase the relevance of our Chamber?
    - How will we know that the rebranding has been successful?

So, if you think it's time for a new look or a website upgrade, then my bet is that it's also time for an upgrade to . . .
    [a] the membership value proposition and
    [b] the relationship with the members themselves.

Make sure you address these issues and answer the questions above before beginning the re-branding process.   The end result will be so much more satisfactory.

Remember . . . it's all about Relevance + Retention + Revenue.

Cheers!
Good reminders, Mike. Thanks for the memory jog about the "hard work" of change and growth.
11/29/2016 -- George Nix - Covina Chamber of Commerce
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2017 Archives
  - My Three Favorite Words for 2018 ... and Beyond   (11/27)
  - Making Connections ... Only Possible When Members Attend   (11/14)
  - Membership Reciprocity ... it's a Beautiful Thing   (10/30)
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  - What's the (Growth) Plan, Stan?   (9/15)
  - Dear Jeff (Bezos) - Part 3 of 3   (9/1)
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  - The Pies Have It!   (7/23)
  - Possibly ... the Most Difficult Sentence to Complete   (7/10)
  - Ribbon Cuttings -- A Great Membership Opportunity   (6/25)
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  - Five Key Reasons Chamber Members Join & Renew   (5/29)
  - Membership Benefits are NOT as Important as You Think - #1   (5/14)
  - You Must Tell Your Members What You're Doing For Them   (4/30)
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  - 2020 could be your Magic Year   (1/10)
2016 Archives
  - Ditch the Contact Form, Baby!   (12/11)
  - "About Lipstick and Pigs" (Part 2)   (11/27)
  - About Lipstick and Pigs - Part 1   (11/6)
  - "Mixers ... they're so 20th-century!"   (10/23)
  - Out-of-the-Box Branding   (10/10)
  - "Hot Deals" ... Really?   (9/25)
  - Sharing Membership Referrals   (9/10)
  - An Excellent Source of Membership Leads   (8/30)
  - A Simple Value-added Benefit for your Membership   (8/17)
  - It worked . . . Immediate Results!   (7/31)
  - A Simple Media Strategy for Your Chamber ... FREE!   (7/19)
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  - Problem-solver... "Yes!"     Savior... "No!"   (6/20)
  - I like Nathan Blecharczyk's attitude.   (6/6)
  - Are you Veteran-friendly?   (5/22)
  - Are you Relational or Transactional?   (5/9)
  - Can you say "Employee Benefit"?   (4/25)
  - Re-vitalize Your Board of Directors ... and Your Chamber   (4/9)
  - From Scotland ... a few thoughts   (3/27)
  - Young Professionals are Important + Framework2020   (3/13)
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2015 Archives
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  - It's Time for Someone to Step Up!   (10/12)
  - Give Them Something To Do!   (9/28)
  - Do You Want/Need a Membership Analysis?   (9/14)
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  - And the Fat Lady Began to Sing!   (8/16)
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  - One of the great disconnects we choose to ignore!   (1/23)
  - The "New" Chamber of Commerce   (1/9)
2014 Archives
  - Do you have a Community Leadership Strategy?   (12/4)
  - Message for New Chairpersons of Chamber Boards of Directors   (10/22)
  - Tell your members about your business advocacy efforts   (9/2)
  - Stop the Exodus! Retain your Newer Members!   (8/4)
  - Are your Sales Staff asking the Right Questions?   (7/7)
  - Understand and use your volunteers better.   (6/22)
  - Invest in your Members. Remember who's paying the bills.   (5/5)
  - Understanding your local economy and how your members are doing   (3/20)
  - Tell your members about the 'SBA Emerging Leaders Initiative'   (3/7)
  - Why People Join the Chamber.   (2/22)
  - Please participate in the Survey.   (2/10)
  - Newsletters ... the Unfortunate Reality   (1/24)
2013 Archives
  - Are your Membership Goals Realistic?   (12/14)
  - Is your new Board focusing on membership Retention?   (11/11)
  - Happier Members means Happier Chambers of Commerce.   (10/15)
  - What about the "Younger Generation"?   (10/2)
  - What are you really developing?   (9/20)
  - What happens when the excitement dies down?   (8/26)
  - Using Technology for Education   (8/4)
  - Are you a "Member-centric" Chamber?   (7/23)
  - It probably won't be pretty but .....   (7/14)
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