Why Brand an Association?
Many associations look at branding with skepticism. Why should a non-profit organization that serves a highly specialized audience need to brand itself? Shouldn’t its name be sufficient in letting people know what it’s about?
First of all, it’s important to know what a brand really is. A brand is more than just a name or slogan. A brand is the promise of a relationship—the relationship that you build with your members. The most important thing an association can do is demonstrate its ongoing value to its membership. If you’re not proving to members that you’re valuable to their future, there are many other organizations and resources who are ready to take your place.
So how do you create ongoing loyalty and have members look forward to participating in your events and using your services? It’s not by changing what you do—it’s changing the way you think. Stop looking at your association as simply a group with a common interest and start thinking of it as a brand.
