HOW BETTER DESIGN CAN TRANSFORM MEMBERSHIP ASSOCIATIONS

Intelligent, carefully considered design is placed at the heart of all great brands, and membership associations should be no different in their approach.

Why? Well…

ATTRACTING NEW MEMBERS

First impressions are everything in life, and for associations it is no different. What do people see when they log onto your website for the first time, visit your office or receive a message by post or email? Does it instantly convey who you are, and why you exist?

Prospective members are likely to be professionals, and they expect a professional approach from the associations they choose to be a part of.

Poor design choices run counter to that, giving off an air of unprofessionalism that can act as a powerful turn-off to your audience.

BRINGING YOUR PURPOSE TO LIFE

Across the pond, the Ohio Restaurant Association (ORA) recently revealed a new logo and identity, created entirely with the organisation’s purpose in mind: to help members write their success story.

Ohio Restaurant Associations advert for membership with the text, Let's Write Your Success Story with a bearded man in a chef's apron

The rebranding process involved considerable soul-searching to unearth how this could be articulated through the ORA brand.

Bold, vibrant, thoughtful and influential were the key pillars to arise from this, and it’s clear that their new look and feel articulates these – convincing members that they can, with the ORA’s help, write their own success story.

INSPIRING YOUR INTERNAL TEAM

The power to motivate association employees is another facet of strong design principles that also shouldn’t be underestimated.

If internal staff know they’re working for an organisation whose clear, confident mission is reflected in its outward perception, the effect is higher productivity, lower churn and a more engaged workforce.

All this means they’re inspired to go forth and carry out that mission every day.

VALIDATION AND AUTHORITY

Associations are out there every day, fighting for a better future for their members. This is certainly true of our clients BCS, whom we’ve been working with over the past year to help drive their purpose of making IT good for society.

A BCS leaflet advertising what BCS can do for Community, Knowledge and Career, with the brand colours taking centre stage

A powerful brand image can only support their cause. So whether it’s an in-house design team or an external agency, our advice for membership associations is definitely to work with experts in design to bring your purpose to life in everything you do.