Many associations struggle with the distinction between brand strategy and marketing—often using the terms interchangeably. However, while both are essential, they serve different purposes. Understanding this distinction can help associations create a more sustainable, impactful presence in their industry.
What Is Brand Strategy?
Brand strategy is the long-term foundation of your association’s identity and reputation. It defines who you are, what you stand for, and how you are perceived by members, stakeholders, and the public. It includes elements such as:
- Mission, Vision, and Values – Why does your association exist, and what are the principles guiding it?
- Unique Value Proposition (UVP) – What differentiates your association from others in your field?
- Brand Personality and Voice – The tone, language, and emotions your association conveys.
- Member and Stakeholder Perception – The reputation and trust you cultivate over time.
A strong brand strategy ensures that your association has clarity and consistency, which builds long-term loyalty and engagement.
What Is Marketing?
Marketing is the tactical execution of your brand strategy. It involves specific activitiesto promote your association, attract new members, and drive engagement. It includes:
- Advertising & Promotions – Digital campaigns, social media, sponsorships.
- Content Creation – Blogs, newsletters, videos, podcasts.
- Email & Social Media Strategies – Outreach efforts to connect with members.
- Event Marketing – Promoting conferences, webinars, and networking events.
Marketing is shorter-term and more campaign-driven, adjusting based on trends, audience behaviors, and organizational goals.
Why Associations Need Both
A brand strategy without marketing is invisible. A marketing strategy without brand clarity is ineffective. Associations must align both efforts to create a cohesive, long-lasting impact.
Key Takeaways for Associations:
- Invest in your brand strategy first. Define your identity before launching marketing campaigns.
- Ensure consistency across all marketing efforts. Every campaign should reinforce your brand values.
- Measure brand perception, not just marketing success. Engagement metrics are great, but long-term loyalty matters more.
- Educate your leadership and board on the difference. A clear distinction prevents misaligned priorities.
How to Audit Your Association’s Brand Strategy and Marketing Alignment
To ensure your marketing is reinforcing your brand strategy, conduct a simple audit using these steps:
1. Review Your Brand Foundations
- Do your mission, vision, and values align with your current offerings?
- Is your brand message clear and consistent across all platforms?
- Can your members and stakeholders quickly identify what differentiates your association?
2. Assess Your Marketing Efforts
- Does your website, email campaigns, and social media reflect your brand values and identity?
- Are your marketing campaigns aligned with long-term strategic goals, or are they reactive?
- Is your messaging consistent across all marketing materials, or does it vary significantly?
3. Gather Stakeholder Feedback
- Ask members: Why did you join? Why do you stay? Their responses should align with your brand promise.
- Conduct a board and leadership review to ensure marketing efforts support organizational priorities.
- Use surveys and social listening to understand how your audience perceives your association.
4. Identify Gaps and Adjust
- Adjust messaging, visuals, and content strategy if your marketing is not reinforcing your brand.
- Align upcoming campaigns with your mission and values to create a more cohesive experience.
- Regularly revisit your brand strategy every few years to stay relevant in a changing climate.
By prioritizing brand strategy before marketing, associations can create sustainable growth and deeper connections with their members.