Everything we know about every product we use is because of branding.
The same goes for your association. It is the link that connects your association to your members and vice versa. With that, does your Career Center have its own brand? Do your members connect the dots from your career center to your association? Branding is a process and the goal is to have recognition from your members to your Career Center.
Here are 5 reasons why branding is important for your Career Center.
1. Branding unites your audience
Branding links your career centers’ name, logo, online presence and appeals to your members. Branding should ensure marketing content is the same look and feel across all association channels. This brings a united and clear message to your members, job seeker and employers.
2. Branding is an asset
A brand is an asset. It gives your career center an identity beyond its service. It gives job seekers something to relate to and connect with. Build your identity by establishing a brand-defining logo and tagline and use these to shape the voice, tone, and aesthetic.
3. Branding generates growth
Branding can create sales and revenue for your career center. Growing your Career Center is based on how the branding marketing strategies work out. Marketing features that maximize jobseeker engagement and increase employer ROI will help generate more non- dues revenue.
4. Branding creates loyalty
A good brand will create loyalty. Loyal members will continue to support you in good and bad times. They will share with colleagues their experience with your association and career center. Their influence will introduce new members to your association. Communicating to new members about your career center is essential, especially since most new association members are looking to map their Career Journey.
5. Branding increases trust
As members get to know your career center, they will begin to trust you. To build trust, you must give your members a reason to test you out. The branding must be consise and consistent as members begin to engage and interact with you over time. A dedicated customer success team will enhance their experience with your career center and positive online communication on social networks will keep them coming back for more.
Take the next step
Branding can reach so many of your members in so many outlets. It reaches them offline, online, mobile and niche markets. Branding is your career centers’ name, logo, color palette, voice, and imagery. It’s also much more than that and should be. It’s that intangible feeling your members have when they interact with your brand. Get to the heart and soul of your members and a successful brand will follow.