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.
10/2/2019
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?
10/2/2019
These are NOT BNI®-Related
A Bank in Indonesia
Bahrain National
Insurance
10/2/2019
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 × 140 - 9k - 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.
• BNI’s 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?
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.
The Goal is One Message
• If something is going to be branded with BNI’s
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 chapter’s local Director)
2. National Office confirms proposed use incorporates BNI’s 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 Can’t 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
BNI’s consent