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This presentation describes and illustrates why associations need to review their brands to see if they still relevant to members and potential members. Associations need to ask themselves these challenging questions:
- Is my association still relevant?
- Are we retaining members and attracting new members? If not, why not?
- Do our members understand and buy into our brand promise?
- Does our visual brand create excitement and interest?
Associations need to conduct formal and/or informal research among their stakeholders to understand if they buy into the association's brand promise. Is your brand (how you want to known) in sync with your positioning (how your brand is perceived)?
What can your association do to improve its reputation?