Branding Is Not Irrelevant for Communication Associations: Here's Why…

Don't make the mistake of thinking that branding is irrelevant to your community association. It's something that associations should consider carefully, because your brand communicates a great deal about your organization. The other reason to consider these efforts is because branding has the potential to reach through all of your association efforts.

Think of all the major corporations you could recognize easily such as McDonald's or Nike. What do they have in common? They all have a recognizable brand. The marketing executives at these companies understand the value of a brand that is memorable and long-lasting. Although these organizations may be different from your community association, there are important similarities when it comes to branding.

Does it Really Matter?

The reason that branding is something that influences your association now and well into the future has to do with the fact that it helps you attract your ideal community members. Without a clear brand, you could be missing out on even greater success with your association. You might not even be tapping into the networks of people who would be an obvious fit for your association.

Many do not make the connection between how branding influences the private residential community in which they live. But, the more you think about it, your community association already has a brand in the marketplace. For example, has your association invested in local events for children or supported a charity? Through these actions, your association is creating a brand. Now think about the activities of your own association. Is that brand working for you?

Here's another example. Imagine the most upscale community or neighborhood within your current city. Ask yourself how you know the facts that make this an “upscale community”. Perhaps without even trying, residents of that community have communicated aspects of their lifestyle to you. This type of communication is what creates a brand.

Branding for Your Association

The next step is to think about what people might already know about your brand. Are there particular adjectives that come to mind with your association? Are those the words you want linked to your reputation? Do you think that your current branding is celebrating what is best about your community association? When was the last time you conducted real market research to determine the extent of your brand? It could be time to conduct a survey to see how you're perceived. This, armed with your goals for branding, can be extremely helpful in establishing or growing your current reputation through branding.