Your brand is in your members' mind

An association’s brand is more than its logo. It extends beyond its printed and electronic image. It is more than the sum of all of the parts of a strategic communications plan. An association’s brand resides in the minds of members and other key audiences. It is shaped by the association’s visual presence (logo, marketing materials, website, etc.), and it is also shaped by the organization’s physical presence, which includes experience an individual has with the association (meetings, educational training, calls and e-mail with staff, and other physical touch points with the association, etc).

Before beginning a branding campaign, it is necessary to consider what key messages you want to communicate about the association. For example, do you want to signify growth, tradition, quality or other values? What characteristics would you like others to infer about your association based on its visual presentation and based on the touch points people have with the organization?

Branding – Visual Presence
Logo. Just as a photo says a thousand words, an association’s logo speaks volumes about the organization. Perceptions about an association are created by the style, quality and effectiveness of a logo. A logo can either send a message of clarity or confusion about the association. And it always causes the viewer to assume characteristics and values about the association (regardless of whether those assumptions are true or false.)

Characteristics of effective logos:
Clean, uncluttered
Balanced image
Visually signifies key attributes, qualities or values of the association
Distinctive design
If it includes words, they are written in an easy-to-read font
Visually appealing in color as well as in black and white

Marketing Materials. Consistency and quality are the keys to effectively tying marketing materials (print and online) into an association’s brand. Visually, the materials should fit together well. Over time, when individuals encounter your marketing materials, they should visually realize they are from your association even before reading them. A consistent visual theme is key. To create this visual theme, you may consider designing templates for your marketing materials. Establishing brand standards may also be helpful. Use of colors, the placement of the logo, font selection, and the regular use of white space or other visual elements can help to create a consistent visual presentation.

The text used in marketing materials is equally important. In general, less is more. Use of bullet points, subheadings and other reader services will help to make your marketing materials easily readable. And use of specific tag lines that reinforce key messages also helps to unify your branding efforts. Additionally, it is important to consider the voice used in your marketing materials. Do you write consistently in the first or third person? Is your writing professional, conversational, friendly? Whatever it is, be consistent.

Branding – Physical Presence (Touch Points with the Association)
An effective brand integrates the association’s visual presence with its physical presence. Every experience an individual has with the organization either reinforces or changes the perceptions he or she holds to be true about the association. Do the association’s educational offerings reinforce its brand and key values? Do the association’s meetings share the same level of quality and consistency as its marketing materials? Even the way in which association representatives answer the phone, send e-mail, and talk with members affects the organization’s brand.

Programs and Events. When conducting educational programs, meetings and other events, it is important to select speakers and topics that represent the organization well. The quality of speakers and content of programs reflect directly on the association’s brand. Additionally, it is important to ensure that the quality and content is consistent with what was promoted through the association’s marketing efforts. Doing so will ensure the integrity of the organization’s brand.

Staff Buy-In. It is also important to ensure that the entire staff supports the brand vision. For an organization to have a truly positive brand, the association must first achieve operational excellence. Operational excellence within an association means you do what you say you will do. It means following through and meeting deadlines. And it means valuing each member enough to return e-mails and phone calls promptly. Creating staff buy-in with a brand and achieving operational excellence will ensure that your brand has integrity.

Closing Thoughts
Consistency and quality are the twin pillars of an effective brand. An association that thoughtfully considers its identity and then consistently promotes its key values and characteristics will be successful in establishing a strong brand. To maintain the integrity of that brand, the association staff and volunteer leaders must also be aware of the organization’s touch points, and in every interaction be true to the brand.