Brand image is the external perception of how its members and the public feel about a particular association. Members usually pay dues for products or services offered, and if they are satisfied (or dissatisfied), they will often share experiences, thus creating a brand image that will set an association apart from those offering similar services. Even those who do not utilize its products or services can form opinions, so a positive brand image can be essential for associations to stay relevant in a competitive market.
It’s interesting to note that as associations grow and endure various year-over-year challenges, about 40% of its overall target audience will never change their perception of the association’s brand image. 20% of members will continue their membership and support because they are loyal to the cause, mission, etc. of the association, and 20% will never join, either due to indifference or negative past experiences. It is the 60% of the target audience that has the potential for influence. This 60% will continuously be evaluating associations based on brand image and determining if said association aligns with their own internal values. Individuals of this 60% target segment will come and go based on convenience and changing needs. So how do you convert those in the 60% to your top 20%? How do you tap into new or additional target audiences?
- Establish Your Brand Identity
An association can control its brand identity and always endeavor to align it with its brand image, however that image only exists externally in a member’s mind. Internally, board leaders must understand and collaborate on what they want the brand to stand for. It’s vital to ensure that the vision and mission are relevant and valuable to members as well as prospective members. Being member-focused enables associations to influence the creation of brand image indirectly. - Create Positive Experiences
Brand image is primarily formed through direct experiences the target audience has with the association. Making a good impression at all touchpoints becomes crucial. This might be a virtual webinar experience, or an in-person event that offers members a glimpse into what your association has to offer them. This also means enthusiastic leaders must remember that they are always representing the association and what they say and do matters to those evaluating the work it is aiming to accomplish. - Invest in Effective Communications to Increase Brand Awareness
There is no use in formulating your desired identity and attempting to shape a member’s brand image without adequate means of communication. Brand image can be influenced by creatively advertising the identity of the association, thereby creating strong, positive brand awareness. Depending on the message, these advertising methods could be done through content creation in email, print, website and social media marketing, but also through PR channels, collaborations with external partners, position papers and even lobbying efforts, if your association strives to impact legislation. It’s important to show them, by example and through storytelling, of how you have helped members and made a difference in their lives, rather than by merely providing a laundry list of your association programs and services. When communicating to the public or through the news media, it’s best to concentrate on no more than 3 key messages. Regardless of your method, make sure to invest time in confirming the right avenue to reach the identified target audience.
Enhancing Brand Image
While brand identity is forward-looking as leaders continually create and establish desired identity, brand image is based on the members’ changing perception of the association over time. Since associations can only control brand image indirectly and to a limited extent, it’s important to improve existing brand image as best as possible. This can be done practically in several ways:
- Ensure consistent messaging from board leaders as it contributes to the formation of perceptions that comprise brand image
- Continually communicate unique values and attributes through marketing strategies of the association
- Provide high-quality products or services, focusing on the member experience
Key Takeaways:
- Brand image relates to how members view your brand and what you stand for.
- Brand image is essential in developing strong brand equity and identifying successfully with your target audience.
- Knowing and communicating what your brand stands for and creating positive experiences are significant ways you can indirectly build your brand image.
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