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success by association

Embrace the power of your brand, align your association from your board to your members and create transformation that sticks.

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BUILD BRAND CLARITY AND THE VALUE OF YOUR MEMBERSHIP WILL BE PLAIN TO SEE

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.


IS YOUR BRAND DRIVING 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. 

Ultimately, you will elevate the profession or the cause that you serve.

WHEN YOU LEAD WITH YOUR BRAND, YOU WILL:

  • Unite your organization toward your just cause
  • Reflect what your members aspire to achieve
  • Hold a purpose that is greater than any individual’s personality
  • Keep the organization’s focus in turbulent times
  • Put resources where they serve you best
  • Attract people and partnerships who share your beliefs
  • Increase your influence
  • Stay relevant
 

Ultimately, you will elevate the profession or the cause that you serve.

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.

5 STEPS TO BUILDING A TRANSFORMATIONAL BRAND

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.

GENERATE INSIGHTS

GENERATE INSIGHTS

  • Brand audit
  • Brand workshops
  • Leadership workgroups
  • Market research
  • Predictive analytics
  • Stakeholder interviews
  • Ethnography
  • Secret shopping

DEFINE A STRATEGY

DEFINE A STRATEGY

  • Purpose and forecast
  • Organizational strategy
  • Strategic planning
  • Brand positioning
  • Brand messaging
  • Brand story
  • Brand archetype
  • Brand architecture
  • Brand platform

BUILD YOUR IDENTITY

BUILD YOUR IDENTITY

  • Logo design
  • Colour palette
  • Typography
  • Image style
  • Patterns and textures
  • Aural/audio branding
  • Composition
  • Look and feel

CREATE THE EXPERIENCE

CREATE THE EXPERIENCE

  • Website
  • Brand rollout
  • Advertising
  • Social media
  • Experiential
  • Events
  • Packaging

ALIGN AND MANAGE

ALIGN AND MANAGE

  • Brand manual
  • Employee training
  • Brand management
  • Regular brand review
  • Stakeholder surveys
  • Gap analysis
  • Culture check-ins
  • Adjustments as required

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WHAT SUCCESS SOUNDS LIKE

"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."

TAKE THE NEXT STEP TO BUILDING A BETTER BRAND

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.

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The time to transform your brand is now.

We've helped almost 100 organizations build authentic brands by helping them define their purpose and clarify their messaging. We can help you too.

“GAH, SO EXCITED. SO BEAUTIFUL”

Jenna Boholi, The Icelandic Festival of Manitoba

Does Your Website
Still reflect your brand?

Credit Unions across Canada need to change their website. Are you ready to change yours?

Whether you’ve selected a vendor or are still looking to decide. Our toolkit will help you make the transition process a breeze.

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