Many recent posts on this site have implicitly expressed concerns about the Association's brand reputation. Some posts inquire about rebranding, some about establishing a brand, and others about sustaining a hard-won reputation. The current challenges and opportunities in the association environment suggest that every association should closely monitor the reputation that its organizational behavior earns with current and prospective members, as well as other key partners. In today's world, maintaining a distinctive value proposition is difficult, so focusing on and communicating it is essential.
Our colleagues at Silva Brands in Chicago have authored a free e-book explaining the importance of brand attention and the tools needed to identify and maintain it. We've partnered with Silva on several projects because we appreciate their approach. Their findings and recommendations are not mere speculations based on opinion research; they are data scientists whose evidence-based methods provide insights that enable an association to effectively position itself in a competitive environment. Their clients can link personal values, member preferences, and actual behavior to their offered benefits in ways that resonate with the desired audience.
Each initiative is custom designed for the realities of the client organization. They don't work out of a pre-programmed template and their findings and recommendations are not a slightly edited pre-existing menu applicable to any nonprofit.
This free resource can be accessed at: www.silvabrand.com/blog/...
Glenn