IN BRANDS WE TRUST: The Challenge Of Brand Consistency For Professional Associations

Picture this real-life scenario: a well-known association has been operating for more than 80 years, yet still doesn’t promote itself with a consistent style. While more than capable of delivering beneficial outcomes, at times this association struggles to convey the genuine value of its services to members and potential members. Unfortunately, such a scenario is not unique. In fact, this lack of a clear ‘voice’ is typical of too many otherwise productive associations.