12 Step Approach to Sponsorships
Step One: Brand Image
Brand: Your brand represents who and what you stand for in the marketplace.
Brand Image: Your brand image is the impression current or potential
“customers” have about your product. Note: This can include “real” or
“imaginary “ qualities or shortcomings.
Brand Management: Brand management involves everything from your
brand name, its attributes, where/how its positioned (yours vs someone else)
as well as sustaining and maintaining what the brand promises and then
maintaining that promise.
Things to Note
•
What is your brand’s image?
•
What do you represent, what are your values
•
Protect, build and value your brand so that it is true to and maintains
what it promises
•
Value how your brand is presented everyday and in everyway, to
ev-eryone…treat your brand with respect so that others will
understand and believe in to too.
•
Prospective sponsor will look to your brand’s equity (overall value) in
considering aligning, partnering or sponsoring your program , service
or activity.
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