A good story is member-first, clear, and consistent
Associations leverage multiple channels to tell their story (both on and offline). But how often do you audit those channels to ensure your message is consistent, clear, and relevant to your audience? When was the last time you spoke at length with customers to understand what motivates them?
It’s likely you need to revisit two core elements that comprise your brand story.
Audience personas
Interviewing members helps you understand the value they derive from your organization and what trends are influencing their behavior.
If you collect the right insights, you’ll have what you need to craft a brand story that identifies what they truly want and how your association can help get them there. That enables you to craft a compelling narrative where your member is the hero, and you are the trusted guide. If they want to overcome their challenges and ultimately realize a better version of themselves, then they need what only you can provide.
Through your persona development work, identify places on your website that really matter to your members and ensure the value proposition is strong.
For example, an association that offers certifications should describe how earning accreditation can boost a member’s career. Or, if you’re an organization with a social-driven mission, make it clear how your members can participate and drive your mission forward.
Brand messaging and visual guide
Once you have a solid grasp of your audience, develop a brand guide. This guide will serve as the source of truth for all team members to share a story that resonates with members in a consistent and clear way—no matter the channel.
