The key to developing a successful brand is finding the common ground that unites all audiences, whether it’s allegiance to a cause or a commitment to a particular issue. Another challenge: too often, associations are seen purely as advocates with government bodies, while their robust offerings, whether education programs, events, or knowledge sharing, are overlooked. A strong brand will find a way to communicate the entirety of an association’s offering by focusing on the core value proposition, and supporting it with targeted messaging.