Categories: Association Marketing & Research
I was looking at the list of top 100 brands the other day and how they do what they do. Sure, we all know that companies likeCoca-Cola, McDonald’s, Nike,Disney, and Apple have great brands. When we think of them, we’re instantly flooded with the feelings that their marketers have taught us to feel. But these are large companies. And associations and chambers don’t have nearly the budget or resources to put into branding.
So, what can associations learn from these megabrands?
Think about Coca-Cola. Two words I’d use to describe their brand are happiness and nostalgic. And everything they do – from product design to commercials evokes this brand personality.
Hold true to the history and what your association represents, but don’t be too afraid of trying new things. Maybe it’s a new member resource that a segment of your members have been demanding. Or an online membership directory to share your association database. Or a mobile app because your members want to be communicated with in this way. Just make sure the brand messaging is consistent and true to your association.
When it comes to value, take Disney for example. They certainly don’t provide the cheapest family experience. But families see extreme value in what they are able to provide.
Wouldn’t you love for your members to hang on your every word like they do for Apple? How are you engaging them? Are you communicating who you are as an association and where you’re going? Are you using the right means of communication? Make sure you’re not only staying on top of trends, but setting the trends. If your members aren’t engaged, make sure you’re giving them a reason to be, with new and exciting events, educational opportunities, and resources.
What lessons can your association take away from these megabrands?« Back to all blog posts