success by association
Embrace the power of your brand, align your association from your board to your members and create transformation that sticks.
Your association is only as strong as the members you serve and your ability to serve them. By leading with your brand, you will build clarity and transform your association to deliver real membership value.
As an industry association, your primary role is to deliver value to your members. When done effectively, you grow your membership, your influence and your resources.
It sounds easy but as the leader of your professional association, you know there is more to it than that. There is talk about future-proofing and resilience, but it’s hard to know what that looks like, especially when you’re subject to regulation and rooted in tradition. Everyone, or worse no one, has ideas about where to go next.
Many of your members pay their dues because they have to, not because they want to. Your volunteer engagement lacks enthusiasm. Your board needs skillsets for which they have trouble recruiting.
You maintain a vague and uninspiring Vision that was established years before your time and a Mission that is more a wish than a calling.
If this sounds familiar, you’re not alone. It feels like time for a change. It’s time to let your brand lead.
The key for associations is to uncover the value you were created for in the first place and carry that forward to describe a crystal clear future that is relevant today.
Every association has its own set of unique situations and challenges. However, the fundamental process for building and maintaining a great brand is universal. The framework below represents a simplified overview of the branding process.
"Once we got clear, the rest was easy. Now, we make every decision through the lens of our brand. It grows our business, builds trust, attracts great people and makes us a great place to work."
Every association is different and we hope you have the kinds of questions that can only be answered by a real person.
Click on contact us and we can schedule a time to talk. In the meantime, see how your brand is doing with our brand health assessment questionnaire.
Jenna Boholij, The Icelandic Festival of Manitoba
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