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Think digital when crafting association branding strategy

Groups that reevaluated their brands considered online presence as part of overhaul of the message they sought to communicate


Sept. 27, 2021
By Walt Williams

In an online world, should associations pay attention to how their brands translate to the digital space? The answer is yes, but don’t separate the online component from a group’s more traditional communications and marketing strategies. 

Online branding can take many forms, but for associations, the most visible is in a group’s website and social media. One example: The National Association of Women in Construction debuted a new logo in 2019 as part of a larger rebranding effort to emphasize the organization’s focus on women in a traditionally male-dominated industry. (Women make up less than 10% of the industry, according to NAWIC.) The association reviewed its social media and digital advertising strategies as part of that effort, but in context with other communications channels, such as its print publication and email newsletter.