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:

1. Establish a position - the one message that, if nothing else, the audience understands.
2. Complement the position with a creative strategy - what the organization stands for and how the message fits.
3. Confirm that the communication conforms to established (branding) guidelines to be sure all elements are consistent.

It is vital to pay close attention to good creative that properly complements the message. This may not be "pretty" or "interesting," but it won't detract from your brand and erode the trust that your membership has in you.