The Importance of Branding!

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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.

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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?
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These are NOT BNI-Related
A Bank in Indonesia
Broadband Networks, Inc. Develops intellectual
property for the delivery of content to consumers
over the internet.
Bahrain National Insurance
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Which of these Identifies BNI Chapters?
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Google Images Shows
An Official Chapter of BNI 217 140 -
9k - jpg northwestvalleypros.com
BUT, Is it an Official Chapter of BNI?
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• 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.

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• Is this a BNI Chapter?

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(No Transcript)
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• It appears so, but the website looks nothing like
  a BNI website.
• The website does not have the BNI logo.
• Who is this organization?

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Other Odd BNI Logos

• Is this the Image that you want representing the
  organization?

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Prominent Worldwide Logos

• How often do you see these changed by their local
  affiliates?

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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.

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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.

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Other Modified BNI Logos

• Is this the Image that you want representing the
  organization?

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A BNI First...

• 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.

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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)

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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

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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