- Establish a position - the one message that, if nothing else, the audience understands.
- Complement the position with a creative strategy - what the organization stands for and how the message fits.
- Confirm that the communication conforms to established (branding) guidelines to be sure all elements are consistent.
Tuesday, November 17, 2009
Key Elements to Your Association's Personality
Copy and creative are key elements of the personality (brand) your association presents to members, clients, and the world at large. Three key steps should be taken before messaging is developed: