Conference season is truly hotting up and this week we are managing two global conferences, the first commencing the morning and running across five days, with 25 speaker sessions, breakout rooms, networking sessions and panel discussions. The event has attracted hundreds of professional delegates looking to explore and unpick the hottest topics and biggest questions in their field.
Association branding is more than just a logo set. It covers members, committees, events and more. It’s important to intermittently take stock of your branding and consider how it is evolving. Is it consistent? Are all facets of your association represented? Has your motif and mission statement evolved? And if so, should your brand?
Applying examples of branding in practise is not only important to establish its efficacy, but also its longevity. Does your brand work across digital and at your next event? Is it clear on your owned assets, including your website and your social channels, and has it been revisited since the surge in digital communications?
If your brand just isn’t cutting the mustard anymore, don’t panic – as audiences and channels evolve, so too must your brand. Holding onto nostalgia could alienate new prospects and leave current members stagnating. Demonstrate to your members and your sector that you are progressive, forward thinking and aware of the marketplace.
Adaptations of brand are commonplace in the membership sector to represent special anniversaries, campaigns and committees. You may have one overarching logo and brand that represents your association, but in turn will need adaptations of that brand that stay true to your mission, but demonstrate your association’s different facets.
Example one: Landmark branding
The Association of Group Travel Organisers needed a brand audit and refresh for their 30 year anniversary, which was rolled out across subsequent social media campaigns, on their website and in an array of print media including brochures and pop ups.
Smarter, recognisable, professional. Adaptable for social media, email signatures and the website but also sleek and polished in print.
Example 2: Conference branding
The British Society of Animal Science were supplied with a brand for their 2021 virtual conference that was executed across a website, an app and a series of assets to promote a conference that welcomed record attendees.
The conference logo incorporated elements of the original logo including the shape and font, but reinvented the original to represent a global virtual conference, encompassing the title.
It was used in multiple formats including email signatures, web banners and social posts:
More than just a brand
CJAM has considerable expertise in organising the communications for events and campaigns including blog content and direct mail to potential visitors/target audience groups via e-newsletters, e-signatures and online banners.
CJAM houses both a digital marketing expert and a social media specialist, who work closely with you to determine your goals, audit your current strategy and design and structure a multi-channel solution to meet your budget.