We believe the universal need for all Associations is a strong identity and the ability to effectively communicate that identity. This is your Association’s Brand, which we call your AB Factor.™ The strength of your AB Factor has a direct relevance to the strength of your Association’s relationships – and the power of your communications - with all your audiences: members, prospects, government, consumers, and employees. The stronger your AB Factor, the more weight your messages will carry to all these audiences. Identifying the strength of your own AB Factor can be a very challenging undertaking, for it is very much self-analysis. Our experience tells us that most Associations have some awareness of their AB factor, but lack the objective perspective to understand how they are viewed by their various audiences. Additionally, most associations are simply too busy with everyday tasks to be able to improve their AB Factor. Improving your AB Factor – your Association’s Brand and all the images it conjures up in your target audiences – is one of ACI’s long suits. |
