Z Connections | Edition #17 Jun 10 | Assocications and Charities Special Edition

The Importance of Branding

When people become members of your association or choose to support your charity with money and time, it becomes the topic of conversations both professional and personal. How proud, clear and connected they feel depends on how well you are communicating your message and your offering – in other words, your brand.

Your brand is the representation of your organisational values and personality and it strongly influences whether someone shares their support, time and energy. Having a strong and recognisable brand helps your organisation’s sense of credibility and connection with like-minded people.

How to build strong brands

Clearly articulate your brand identity
Ensure your brand reflects your core values and messages. Think about more than just your logo - include taglines, trademarks, your website and all your collateral – are they consistent and sending the right message?  Identify your value proposition to members
What are you offering your members? Your brand should promise the value you provide to your members and supporters.

Cultivate relationships with members and partners
Remember, you need to build client loyalty, not just make one-off sales. Listen to feedback from members and supporters and build on brand equity by constantly improving products and services.
Strengthen your brand over time.

Be consistent in how your logo and branding is used and make sure you put guidelines in place to ensure partners and third parties use it correctly. Brand awareness and recognition will grow over time but consistency is the key.

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