Brand experience – the impact on membership

Jo Ellicott, brand specialist at Good Egg, commercial partner of the Sport and Recreation Alliance for design and brand identity services, introduces the topic of putting brand experience at the heart of membership recruitment and retention for sports organisations.

Communicating the right brand messages needs to extend further than a good logo and visual identity. Every contact a member, or prospective member, has with your organization is an experience of your brand.

By stepping back and undertaking a review of all ‘touchpoints’ you can better understand how a brand experience relates to member expectations. As word of mouth is still a large part of what sports and recreational organisations rely on to acquire new members, you can be sure that social media will play its part to spread the word of good and bad experiences.

Understanding a few key things about the way you are delivering your service can help ensure you create the right foundations for loyalty and attracting new members:

Knowing who you are and what you stand for

If your internal team has a positive employee experience and fully understands your values and personality, they will all help create valuable brand experiences for your members. This can be expressed through consistent behaviours and communications during member interactions.

Membership touchpoints

As an organisation grows it’s easy to lose track of every point of member interaction. Are you able to map out your complete membership experience including all brand touchpoints, from initial engagement and sign-up through to events and updates and would they meet expectations and live up to the brand promise?

Living your identity with conviction

If your visual identity doesn’t accurately represent the personality and values you’ve worked hard to establish, then you could be doing your organisation a disservice. A simple brand review can quickly highlight any inconsistencies in your visual identity through to your ‘tone of voice’ in written communications.

Responding to business objectives

All of these factors can respond to organisational objectives. Listening and responding to members’ feedback along with cultivating fully engaged internal teams, will help your brand work harder resulting in enhanced loyalty and acquisition.

Amongst the other tools at your disposal to develop and grow your membership, design and brand has a significant role to play in ensuring that member experience is the best it can be and that members become advocates on your behalf because they value their association.