Does your organization have an important event coming up? You need to view your venue with a critical eye that extends beyond what the event planner and facility manager can provide.

Applying a creative viewpoint that will anticipate what your members need and how the venue can best serve your organization’s goals will open new opportunities to take your event to the next level. Use this three-step guide to gain a better understanding of how to recognize opportunities through a fresh perspective on your event.

As you plan for the future of your marketing department, design expertise is always near the top of your list. But design expertise comes at a cost, and your organization’s budget is always under pressure. What is the best way to decide how to resource the right talent for the marketing efforts in your plan?

Ultimately, the answer comes down to your organization’s needs—and the most effective choice for addressing them.

3 Options for Meeting Your Organization’s Design Needs

Your organization will always have design needs. When deciding how to meet them you have the following options:

1. Hiring an In-House Designer to Support Marketing Initiatives

In terms of providing dedicated expertise, hiring a new full-time designer has a number of clear advantages. An in-house designer will be primarily focused on what you assign them, and you have the most control over how their work is prioritized.

Hiring a new team member is the best option when you’re facing a consistent volume of marketing projects that will justify this role and its expenses. A dedicated full-time designer offers the additional advantage of bringing on an individual who will grow to fully understand the needs of your organization and how it functions. 

Disadvantages of Hiring a Full-time Designer

Hiring a full-time designer may be a fixed expense but isn’t cheap. Along with accounting for salary, benefits, equipment, and ongoing training and education, you also need to factor in the inherent challenges of the job market for designers.

Top-tier design talent typically gravitates to design agencies that offer a wide variety of clients and projects, plus a team of other creatives to learn from and collaborate with. Because of this, designers will often take a lower salary to work in an agency environment rather than an in-house position at an association. As a result, if you want to hire a skilled designer, they won’t come cheap.

Another challenge of in-house talent is that they rarely get the opportunity to develop deep skillsets. In-house designers often get bogged down with endless small to mid-sized tasks and lose the capacity for bigger projects. Without a creative director to push a designer’s creativity, their work can easily plateau. An in-house designer must be very self-motivated to push themselves to perform at a high level consistently. 

As an in-house designer grows immersed in your organization’s internal politics and motivations, they gain deep knowledge about your organization but can lose the perspective to think big. You need to ensure the talent that supports your marketing is in a position to consistently deliver standout creative solutions that will keep your organization moving forward.

2. Hiring a Freelance Designer

Bringing on an individual freelance designer constitutes the middle ground of your three options. A freelancer avoids the additional overhead of bringing on a full-time employee, and it allows your organization to temporarily add valuable skillsets.

A freelancer is ideal when your marketing team has multiple projects in the works but not enough consistent design work to justify a full-time employee. They can be a quick, flexible, cost-effective option.

Drawbacks to Working with Freelance Designers

The freelance market is full of experienced designers who can take on your organization’s next project. However, you get what you pay for in terms of skill level, availability, and responsiveness. The most talented designers are not only expensive but are also in demand and often hard to reach.

A less-experienced designer may be cheaper, but they may lack the skill set your organization needs. Freelancers don’t have project managers or other support staff so you’re often at the mercy of their schedule, workflow, and other priorities.

A freelancer offers you the flexibility to complete your marketing projects, but that flexibility goes both ways. If you need a project delivered by a specific date, a freelancer may be tied up with a full-time job or other clients when you need them most.

3. Contracting With a Dedicated Design Agency

Even if your in-house design team can support your organization’s day-to-day marketing priorities, some projects require additional expertise. Higher stakes and time-intensive projects such as big events or transformative initiatives such as branding and website redesigns strain any organization’s resources and push the limits of their skill sets. That’s where an outside agency offers crucial advantages.

Agencies offer an outside perspective that no in-house designer is equipped to deliver. They don’t have pre-existing relationships with stakeholders, and they aren’t tied to internal politics, history, or biases that inhibit new ideas. They have decades of experience helping clients like you. With access to multi-disciplinary teams, they can create and manage everything your project needs and deliver these items on time.

When you hire a specialist agency they have solved your problem many times, in many different ways. They have built a creative team full of individuals who bring different talents and experiences to the table. You didn’t have to hire them, train them, or manage these unconventional employees. You get to hire them to drop in and solve your problem.

Downsides to Partnering With an Outside Agency

Agencies are nimble and scalable. They have access to a broad rolodex of talent to serve your needs, including designers, strategists, writers, and developers. But all that expertise and reliability costs money. 

One-off smaller design jobs aren’t cost-effective for an agency to produce and are often beyond the scope of the services they provide. If your organization has a limited budget, you should work with an agency for only your biggest, most important projects. 

It can also be challenging to identify the right agency to work with. Especially if you’ve had a bad relationship in the past. When selecting an agency we suggest a QBS process over the older RFP model.

The Ideal Mix: Partnering With an Agency for a Hybrid Approach

Combining an in-house designer with an outside agency offers the best of both worlds. When you use a staff designer, these individuals can handle the day-to-day demands of your marketing department. Then, for larger projects, you can turn to an agency to provide the outside perspective combined with the advanced skills and experience you need.

An outside agency offers a boost of creative horsepower. To stay competitive, they have to remain informed of the latest design trends and technologies. Plus, they offer a critical perspective that will challenge “the way we’ve always done it” and find real solutions to your marketing needs.If this sounds like a relationship that will benefit your member-driven organization, we should talk. We’ll make sure your next project has the right talent on hand to create the results you need.

When your organization needs to connect with new and prospective members, your brand is the most powerful resource at your disposal. A strong and cohesive brand provides more than a useful framework to streamline the development of your organization’s marketing and its collateral. It codifies the details of your organization’s story and the value it provides to a critical audience — your current and future members.

Though you need a highly flexible and specific visual language to develop a strong brand, one of its most important components is also its fastest communicator: Color.

The colors associated with your organization are much more than aesthetic preferences. They’re a strategic decision that impacts how current and future members perceive your organization. As you work to ensure your brand delivers the clearest picture of who you are, you need to consider the impact of the colors you choose and what they say to your audience.

Your Brand’s Color Choices Communicate Beyond Words

The core building blocks of your brand are derived from a long list of visual and messaging components that extend well beyond a logo and a tagline. One of these building blocks is your color palette, which can greatly influence how your members perceive your organization.

According to one recent study, color influences up to 90% of our initial impressions of the environment while impacting our behavior, mood, and stress. For example, red evokes passion, aggression, and urgency. Blue inspires feelings of reliability and tranquility.

In marketing and advertising, brands tap into these unconscious responses to demonstrate who they are. For example, healthcare and security brands frequently use blue to communicate stability and trust. Or, the food industry often uses yellow to stimulate appetite and create positive associations with the brand.

Color Enhances Organizational Identity and Improves Retention

For your organization, the right color choices draw a deeper connection with members and demonstrate your organization’s personality. Is your brand associated with innovation? Approachable and collegial? Or more professional and academic? The colors you choose underscore those values and add to your brand narrative

Plus, a unique and memorable color palette sets you apart from competitors, which adds to your presence in the marketplace. When implemented strategically, your organization’s color choices improve brand recognition while nurturing a close connection with your members. Consistently using select colors can be a strong cue for invoking loyalty and pride in your organization. If I say red, white, and blue, what do you immediately associate with that color combination? Next, think of sports fans. You’ll never see them wearing the wrong colors on game day. Color is a very powerful tool in building loyalty and defining your identity.

Color choices carry great power but they also require great responsibility. A department may be tempted to adopt new colors to energize a special project, add flair to a landing page, or provide a fresh look to an upcoming event. But you have to ensure every color you choose is consistent with your brand or risk diluting your impact and undermining the brand equity you’ve built up.

Your brand should work with a variety of colors, but your visual presentation has to remain cohesive. A consistent use of color provides another way to build trust and loyalty among your membership. With these attributes in place, your organization gains improved member retention.

Colors Impact Website Usability

Your organization may have a long history with its current color palette, but you have to ensure those choices work effectively across your digital channels. For example, colors on your website can be used to establish a visual hierarchy. A bold, contrasting color draws attention to call-to-action buttons, guiding your website users to the right next steps. A well-considered color palette enhances usability by incorporating specific colors to highlight navigation menus and other links to get around your website.

However, not every user will view your website’s color choices the same way. When used together, some colors lack contrast and violate ADA Guidelines, which can expose your organization to legal risk. When you’re working with the right agency partner, you can ensure your website offers an inclusive experience for all users.

How to Choose a Memorable, Flexible Color Palette

Your brand is too important to rely on personal tastes to inform its color choices. By collaborating with a design partner, your organization gains a robust set of options through the following steps:

• Focus on the primary palette: These central colors should reflect your brand’s personality. Choosing a recognizable primary color palette plays a crucial role in how well your brand is remembered.
• Develop a secondary palette: These colors should complement the primary colors but provide your brand with more range. Establishing the right tones, tints, and neutrals to pair with these secondary colors will further ground your brand’s overall color palette.
• Ensure your palette has a balanced tonal range: Your creatives should have enough color options to add emphasis and guide focus. At Position, we often convert palettes to grayscale to ensure a wide tonal variety.
• Consider ADA compliance: Test color pairings for appropriate contrast or optical strain. Your color choices should not compromise readability or usability.
• Strike a balance between too few and too many options: Sophisticated member-driven organizations should have a palette consisting of 12 to 16 colors, including neutrals and tones. More limited palettes are distinct and bold, but larger palettes are more flexible.

If your organization hasn’t considered the impact of its color choices, we should talk. We’ll ensure your brand has the right palette in place to serve your members and their needs.

For member-driven organizations, a brand is among the most complex yet valuable initiatives you can undertake. When navigated successfully, your organization enriches its bond with current members while establishing new connections with the next generation.

However, without the proper support, even the most well-executed branding efforts will fall flat. Your CEO or Executive Director (we’ll use CEO in this article) plays a pivotal role in ensuring a brand rollout is effective and embraced by your members and organization. But what is the right level of involvement from your CEO?

The answer sounds a little like Goldilocks: Not too much, and definitely not too little. Ultimately, you need your leadership engaged with a branding project at specific times for its success and the long-term stability of your organization.

Why Branding Is Essential for Member-Driven Organizations

Even the most recognizable brands in the world shift with the times and their audience’s expectations. Your organization is no different. By 2025, Millennials will make up 75% of the workforce. While your new audience still needs the resources your organization provides, they engage with your brand in distinctively different ways.

Millennials are digital natives who prioritize strong design as a means of evaluating the services they use. Strategic branding ensures you tell the full story of your organization in a way that clearly communicates all you have to offer. 

Plus, good branding doesn’t just build a stronger connection with prospective members. It inspires and revitalizes your organization and the membership it serves.

Steps for a Successful Branding Project

Securing just the right level of involvement of your CEO is key to a successful and smooth branding initiative. When you work with a skilled agency partner, a branding project progresses through the following stages:

• Discovery: Collaborative research into your brand, its history, and what it should communicate.
• Design: Conceptualizing your visual identity and bringing it to life. 
• Refinement: Collaborating with your design agency to ensure the best possible outcome.
• Execution: Delivery of a new brand system and all related collateral.
• Roll Out: Evanglizing your organization’s new brand internally and externally.

For the best results, you need your CEO to be fully engaged during the discovery phase of the project and then advocate for the branding after the work is complete. Apart from weighing in at key checkpoints, your CEO needs to allow you and your team to do what they do best.

How CEO Involvement Impacts a Branding Project

If your branding process doesn’t strike the right balance with your leadership, it can impact your project in the following ways:

The Disengaged CEO

If your CEO isn’t involved in key points of a branding project, they won’t be invested in its results. Rather than enabling the branding to act as a transformative undertaking that benefits the whole organization, a disengaged CEO will see it as just a marketing project. 

As your communications reflect your new branding, members grow confused as your leadership fails to deliver consistent messaging. Soon, your organization is back where it started.

The Over-Involved CEO

CEOs are busy and consistently pressed for time. If they insist on remaining involved with every step of the project, your schedule will slip as meetings are delayed to accommodate your CEO’s crowded schedule. Plus, CEOs are not branding experts and lack the expertise to micromanage each stage of the project. 

4 Tips for Striking the Right Balance With Your CEO for a Branding Project

A strong brand acts as a guide for how your organization verbally and visually expresses its identity. With these four tips, you can ensure your CEO remains aligned with your branding project at key steps.

1. Secure CEO Investment Before the Project Starts

Gaining buy-in from your leadership for a branding project encompasses more than budget approval. Underscore that the issues with your brand are an organizational problem — not a marketing issue. Your CEO should understand that a robust brand platform provides the solution by communicating the full story of your organization and its value.

Ultimately, you’re coming to an agency like ours because we solve problems with your brand. We’re not decorators. We’re rebuilding your brand from the ground up so it serves your unique challenges.

2. Ensure Engagement From Leadership as Work Begins

During the Discovery stage, you need to maintain involvement from your CEO, leadership team, and board. These people have passion, history, and vision for your organization that your creative team will translate to the building blocks of an engaging brand platform.

Your CEO needs to feel heard in a way that allows them to feel invested and trust the branding project is in good hands. It is critical that they sign off on all strategy documents, as they will be used as the foundation throughout the process.

3. Consult Your CEO for Key Decision Points

As the project progresses, bring your CEO back to review messaging and concept presentations from your design agency. Make sure you provide the correct context for feedback, buy reviewing the strategy documents from the discovery stage. Incorporating feedback from your leadership is crucial to ensuring the work reflects your organization. Plus, these meetings enable your CEO to remain invested in a focused way throughout the branding process.

4. Bring Your CEO to the Front for the Brand Rollout

As marketing director, you’re responsible for much of the hard work that goes into a successful branding project. To reflect that involvement, your CEO may want you to present the project’s results to your organization. Instead, your CEO should act as the face of the rollout. Enabling your organization’s brand to come from the CEO positions the project as an organization-wide initiative—not a marketing campaign.

Leadership sets the tone for how your internal teams view the results of a branding project. During the rollout of the rebranded Associated General Contractors of California (AGC-CA), the CEO had a vision for breathing new life into the brand to celebrate its centennial. By offering his full support of the project which included presenting the new brand to the organization, AGC maximized the impact of its rebranding effort.  

During the rollout of our branding project for Visit Sacramento, the organization’s leadership engaged us to present the new brand to their staff, board, and partners. To emphasize the importance of the initiative, the CEO introduced it as crucial for everyone in the organization to embrace. With that kind of support, the new brand was in the right position to reach its full potential.

Branding Projects Thrive When Organizations are Unified 

Your CEO acts as a manifestation of the brand and the organization they are steering. Engaging your leadership throughout a branding project gives you a critical advantage in ensuring its success. 

But conversations dictating the right role for your boss can be challenging. As you begin pursuing a branding project, you don’t have to navigate these potentially rough waters alone. When you’re working with the right design agency, you gain an expert third-party opinion on how involved your boss should be to secure a successful project. If this sounds like the kind of work that would benefit your organization and its future, we should talk.