Positioning vs branding
In the same way that many people make judgments about other people based on the way that they look and act, so too will people make judgments about your association based on the way it is presented through interactions with them and others.
Positioning is the process of choosing how you want to be perceived (eg: knowledgeable, fun, innovative) and branding is the way in which you go about creating those perceptions (eg: changing the way people answer the phone).
As a service-based association without a tangible product, it is vital that your brand reflects your mission, your market and your positioning strategy.
For example, if you choose to position yourself as the foremost provider of expertise in your industry, you would develop tangible and intangible ways of expressing that position. This could be through your mix of products, your logos, the way staff dress, how you answer the phone and your service standards for responses to enquiries.
These combine to position your association in the minds of your target market. That is your brand.
A strong brand allows you to clearly differentiate yourself from competitors and define yourself in the marketplace by emphasising who you are and what you stand for. It enables you to clearly communicate your mission, increase your awareness and visibility, create a favourable impression and a uniting of people behind your cause, and promote loyalty and commitment amongst staff and target markets.Comment on this resource