Chapter SixIdentity and Branding
Mark N. Dorsey, FASAE, CAE
What are the promises your association makes to its members or the public? What can stakeholders expect from your association, and how do they distinguish you from your competitors? What is the idea—the mission and foundation of your association—that you and your staff can commit to and build upon? These questions touch upon the intangible essence of branding. Fundamentally, branding is a feeling about your organization based on experience.
If branding is about someone's experience with you and your organization, then every touch point related to your organization reflects and contributes to your brand. Everything from advertising, messaging, public relations, presentations, product ...
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