Be the Right Brand for Your Audience

Insight

by Debbie Bates-Schrott, 11.14.2019

As you know, the success of your organization depends on many key factors such as, engagement, leadership, membership, and of course, money. Since that is the case, why do so many organizations run blindly into the world with their communication strategy?

Are Your Member Benefits Enough?

Communication is the first step for many organizations to drive engagement. But, what is so special about your organization that drives me to join and pay my dues? Do you have research, networking opportunities, continuing education events, or online learning opportunities that are worth the cost of membership? Is your team extraordinarily smart, cool, or diverse that I will find a true sense of belonging? What is it? Do you know for sure?

You might have a mission statement that defines your value. But, is it authentic? Does it define real value for why your members join and more importantly, stay? Does your team live and breathe it? Do you have a defined voice and clear message platform that is shareable and that all are using?

Are You Connecting with Your Audience?

But, here’s the million dollar question is your mission, tone and voice, and messaging resonating with your audience? Not just your current membership, that is perhaps the easier one. But, are you resonating with new audiences to grow and stay in business? 

I met with a researcher from our team recently and we discussed some new communication data he discovered that was very enlightening. Our choice of words to drive engagement has changed and these choices need to vary depending on many factors, including, age, location, status, gender, and ethnicity, just to name a few.

It’s no wonder member-based organizations are struggling to connect today. 

Is your mission, tone and voice, and messaging resonating with your audience?

Our choice of words to drive engagement has changed and these choices need to vary depending on many factors, including, age, location, status, gender, and ethnicity, just to name a few.

It’s no wonder member-based organizations are struggling to connect today. 

Brand Loyalty Still Exists

I was stunned by what the data showed. It really made me think about the lack of research being done today with association and non-profit brands. There is a lot of action in the area of rebranding, new names, logos, and messaging or updating a strategic plan. But without the right research in tandem with a rebranding process, you may be wasting your money. Putting a new face on an organization without truly understanding your audiences of today and tomorrow, won’t change the trajectory of the organization. Developing audience personas can help any association better understand their audience. Personas help identify expectations, needs, goals, challenges, motivations, and consumption habits, which can vary greatly from segment to segment. By identifying all of the appropriate audience segments and their personas, you can gauge how effectively your brand communicates with each persona and how effectively it communicates overall.

Beyond Definition strives to improve the communication connection between an association and its membership through a unique, initial discovery and research phase. As an agency, we combine quantitative and qualitative research methodologies through stakeholder engagement, market analysis, and brand assessment to develop a brief that provides everything needed for a targeted communication strategy. Between a deep-dive organizational audit, an interactive brand workshop, and in-depth audience research, Beyond Definition aims to provide organizations with a communication strategy that resonates with a membership.

Our world is different today. The way people spend their time, engage with others and get their information has fundamentally changed. Most are seeking the truth and a place to truly belong in this noise-filled world. This gives your organization a tremendous opportunity to win members’ hearts, minds, and be a part of their success. But this can only happen if you truly understand and serve their needs in a way that is relevant to them today. Brand loyalty does exist, more than ever. You just need to be the right brand for the right audience.

If you are looking to reevaluate your communication strategy and grow your organization through stronger connections with your membership, email me and we can develop a plan for the upcoming year.

Debbie Bates-Schrott

Debbie Bates-Schrott

Debbie Bates-Schrott, Founder and CEO of Beyond Definition, has 25+ years of experience in branding, print and digital and marketing strategies. Her visionary perspective on cutting edge brand experience initiatives positions the Beyond Definition team as growing thought leaders in the media landscape.

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