Branding is a strategic tool that can help focus and “super-charge” an association’s strategic plan and initiatives. Associations benefit from SmithBucklin's branding approach that combines the deep experience and success of branding in the commercial world with the unique needs and perspectives of not-for-profit organizations.
At the heart of branding is the process of defining an organization’s brand promise – to whom, to meet what needs, and how this promise is unique. Once defined, a fully integrated association brand delivers on that promise consistently through worldwide programs, communications and marketing.
Associations utilize SmithBucklin branding experts that have directed numerous branding programs for both for-profit and not-for-profit client organizations. While each engagement is as unique as the organization, our approach consists of three distinct phases:
- Brand Discovery: fully understanding the current state and perception of an organization within all relevant geographical areas, its audiences and its industry through research and analysis.
- Brand Definition: defining the organizational brand audience and positioning (promise) with key organizational stakeholders (typically the board of directors) through a facilitated session.
- Brand Expression: bringing the brand to life through messaging, graphic identity (logo, name), and brand integration activities that integrate the brand into all brand touch points from marketing campaigns to membership services.