Nearly every person in your organization shapes your association’s brand. This includes the traditional member facing roles like marketing, membership and business development. Did you know that it may also include roles like accounting or web development where they have direct contact with your members?
We like to think the brand is owned by the marketing department. Even us marketers like to think this. On paper anyway this has been the case. Marketing set the strategy, shaped the look and wrote the story. More and more the big brand consumer companies are realizing that every consumer interaction and touch-point shapes their brand. There’s a trend in corporate to move departments like customer service, the 800-line and others under the chief marketing officer.
What does this mean for associations? It means that your marketing can be flawless, your website easy to navigate and your collateral materials beautiful. But if a member has a bad experience on the phone, at a conference or with staff in another department that one bad experience for a member can significantly denigrate your association’s brand.
Are you thinking about how to boost your association’s brand image or is it time for a rebranding project? I’ll be talking about association branding, how to build your brand and risks to your brand at MASAE’s Mid-Year Meeting on association marketing June 11 at The Inn At Penn in Philadelphia. While you are there learn more about making data-driven decisions, the benefits of including image-based content into your marketing mix and how developing a video strategy can boost your marketing. I hope to see you there!
- 5 elements of your association’s brand (on SocialFish)
- How to get your association’s brand working for you
- How to craft a better brand story (on SocialFish)