The role of research in creating a strong brand and driving growth
While the outcomes from the 2024 Association CEO Index are broadly positive, they underscore a vital need for investment in branding and member engagement research across the sector. An association’s reputation and brand are fundamental drivers of its financial sustainability, and research is the foundation for understanding how an association’s brand is perceived and how its activities align with member expectation and values.
Why a Strong Brand is Vital for Associations
A strong brand is more than just a logo or tagline—it’s the foundation of your association’s ability to influence, advocate, and lead. As the voice of your sector, your brand reflects your credibility, authority, and value to members, the public, and key stakeholders like government and industry leaders.
Building public awareness for your industry starts with a clear and consistent brand. A strong brand enhances your association’s ability to educate the public about the industry’s value, correct misconceptions, and inspire trust and engagement. It becomes the platform for your storytelling, positioning your association as the go-to source of expertise and leadership.
When lobbying government or engaging with policymakers, a compelling brand ensures your message is heard and taken seriously. A strong and recognised association brand conveys legitimacy and underscores your role as a critical advocate for the sector, making it easier to secure policy changes and support.
For industry collaboration, your brand fosters trust and unity. It signals that your association is an effective and reliable partner, capable of driving meaningful change and delivering value to stakeholders. In a competitive and fast-changing landscape, your brand is your association’s greatest asset. It empowers you to champion your sector, influence decision-makers, and unite your industry under a shared vision of success.
How member research enhances brand
Research is the foundation for understanding how an association’s brand is perceived and how its activities align with member expectation and values.
Clarifies the association’s unique value proposition: Research identifies the aspects of membership and services that members find most valuable, ensuring that the brand communicates these elements effectively.
Aligns brand messaging with member priorities: Insights from research help associations develop targeted messaging that resonates with existing and potential members, strengthening brand relevance and appeal.
Builds authenticity and trust: Engaging members through research demonstrates that the association listens and responds to their needs, fostering trust and positioning the brand as a responsive and credible entity.
The link between brand and financial performance
A strong brand adds to your credibility, authority, and value to members, which in turn drives financial performance in several ways.
Retention through perceived value: A well-aligned brand reinforces the tangible and intangible benefits of membership, increasing renewal rates and reducing revenue losses from churn.
Engagement-driven revenue opportunities: A strong brand creates more engaged members who are likely to participate in paid activities such as conferences, training, or certifications, directly boosting revenue.
Attraction of sponsors and partners: A clear, compelling brand underpinned by member insights makes the association a trusted partner for sponsorships, collaborations, and grants, diversifying revenue streams.
How research directly supports financial performance
Informs service development: Research uncovers unmet needs and preferences, enabling the creation of new revenue-generating services and programs.
Guides investment in high-impact areas: By identifying the initiatives that members value most, research ensures that financial and human resources are directed toward activities that deliver maximum ROI.
Reduces costs of member acquisition and retention: Insights into what drives member satisfaction and loyalty allow associations to refine their acquisition strategies and reduce churn-related losses.
The virtuous cycle of research, brand, and revenue growth
When an association conducts regular member and stakeholder research, it creates a feedback loop that enables it to implement strategies that strengthen its brand and reputation.
A stronger brand attracts and retains members, leading to higher engagement and revenue. In turn, the increased financial capacity allows the association to reinvest in its offerings and advocacy, further enhancing its value and appeal.
In essence, research is not just a tool for improving the member experience; it is a strategic asset that aligns brand perception, reputation, and financial performance to create a sustainable and thriving association.
When did you last conduct brand research or a survey examining member value and engagement? Now is a good time to plan a survey in early 2025 to feed into your planning brand recognition strategies.