Brand Audit Interview
This audit includes some of what we learned while interviewing NBMBAA’s VP of Marketing, Rita Parker, about your brand and marketing efforts:
• How often do you refer to your current Brand Guidelines? Most NBMBAA Chapters follow the Brand Guidelines. However, not all Chapter Presidents refer to it. • What are some gaps, inconsistencies, and inefficiencies you’ve seen in your brand? - The NBMBAA brand is outdated, stale, and stagnant. - NBMBAA has rested on what was established 50 years ago and what is needed is a refresh button that says, ‘We’re not what we were 50 years ago’. - The “change” for NBMBAA is huge and hard. Some people are not always willing to do that. - The Board of Directors at NBMBAA has a very set opinion on why things should or should not change. - The “Leaders of Tomorrow” - the program for the 9th-12th graders - logo needed a refresh also. - NBMBAA has structural gaps when it comes to what role the headquarters serves to the chapters, what a successful chapter should look like, etc. Some of these gaps have never been assessed. - NBMBAA has an annual conference every September that is really hard to market because the staff usually walks into each year without a plan for the next conference later that year. - A full year is needed to plan and execute the annual NBMBAA conference, however, the staff usually starts planning and marketing the next conference around June or July for the conference in September. This only allows around 3 to 4 months to pull off an entire conference. • Why do you think these gaps, inconsistencies, and inefficiencies in your brand exist? - NBMBAA had to rebuild the organization when it transferred from Chicago to Atlanta in 2016. - The transition to Atlanta happened with a smaller, contracted staff. - The NBMBAA brand suffered as a result of the transition to Atlanta. - NBMBAA hasn’t been strategic about understanding the needs of its chapters, sponsors, and members.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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