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Branding for Associations: Bold Approach or Play It Safe?

By Association Adviser staff • November 5, 2012

By Association Adviser staff

In these challenging times, associations of all types and sizes are scrutinizing their branding and design to see if it still resonates with members. According to last month’s Association Adviser enews reader poll, more than 40 percent of the 120 respondents said they prefer taking a conservative approach and making changes only as needed. Perhaps no surprise there, but almost the same number of respondents (36.7%) said they recommend a bold approach that gets members’ attention. The remaining 22.5 percent of respondents said they don’t see the value in making any changes to their brand.

Regardless of how you approach changes to your brand, doing nothing about it puts you in the minority. Our data shows almost four in five of your peers (77.5%) are assessing their branding and design right now. If you haven’t done so already, it might be time to re-visit this issue soon.