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Many membership organizations recognize their brand as something important, but are confused by what it means. If you’re wondering how you can better help your brand represent your membership organization, here are some things to bear in mind.
Your logo is a component of your brand, but they are not one and the same thing. Your logo symbolically represents many of the things your brand stands for. When people see your logo, they associate with it their impressions and experiences of interacting with your organization. Your brand has a lot more to do with what people think when they see your logo than with the logo itself. This means that you need to work to build a brand that brings up positive connotations—ones that are representative of your organization—whenever anyone sees your logo.
Communications that come from your brand should sound like one person talking to another. You, through your brand, are representing the personality of your organization. And when you speak, you aren’t addressing the world: you’re talking directly to your tribe. Build a voice for your brand that communicates authenticity and an understanding of your audience.
Nothing about you is generic: not your members, not your mission, not your organization. So why would you build a generic brand?
How do individuals interact with your organization? Think about this from every level: your staff, your board of directors, your members and prospective member, and your volunteers. How effectively can they transmit your brand to others? When you take on volunteers and staff, communicating your brand values should be part of your training process. Give your members a brand experience that they are proud to be a part of. Show your board that your organization lives up to its brand promises.
If everything about your membership organization is meant to communicate your brand, that includes your website. Does it live up the the high standards you set for your organization? If it’s falling short, we can help. Connect with us today.