Why Messaging Should Be a Part of Your Core Brand Strategy

Ask most association leaders to describe their brand, and they’ll talk about logos, colors, and design. Ask them to describe their verbal brand—the words their association uses to explain why it exists—and you’re likely to hear a variety of answers” or “and perspectives are likely to vary widely.

Just as a visual brand depends on cohesion and consistency to be effective, so does the language an association uses to tell its story. Sheri Singer, founder of Singer Communications  (opens in a new tab) and a brand strategist for associations, says the verbal brand is the piece most associations consistently underinvest in—and the one most likely to undermine trust when it’s missing.