Associations Next: The Roof Over Your Head
In this episode, we are joined by Ewald’s Art Director, Nicki Brunner, who gives us insight into how to brand your association to reflect your identity and mission.
Takeaways:
- Consistency is key: Strong branding is crucial for associations as it helps establish recognition. A cohesive and coherent brand allows both members and non-members to easily identify and recognize the association, enhancing its overall success.
- Build thoughtfully: Associations should be cautious about creating too many offshoots or sub-brands that can overshadow the main brand. Maintaining a consistent voice and messaging throughout board turnovers and volunteer changes is essential to retain the association’s identity and mission. Additionally, inclusivity should be considered in branding to cater to potential audiences and avoid excluding potential members.
- Evolving branding trends: With the rise of virtual events and technological advancements, branding has evolved to adapt to multiple platforms and electronic marketing. Associations need to ensure that their branding remains consistent across various channels, including webinars, podcasts, and websites, to maintain recognition and cohesiveness. AI tools and technologies can be explored to save time and personalize branding based on association or member data.