When a coalition, association or any membership organization has a clear brand, the brand of every member is also made stronger. A coalition’s crystalized clarion call shines an even brighter light on the work of its members.

Take the launch of one of our most recent clients. Village Movement California is a coalition of grassroots community organizations called villages. Together with their partners, they seek to revolutionize the experience of aging.

They needed a brand to help them do three things well:

  1. Encourage villages to formally join the movement
  2. Set an inspiring communications standard for members to emulate
  3. Raise visibility of the Village Movement as a whole

Their name, their tagline, and their powerful visual identity immediately signal that there’s a better way to age…and it just might have something to do with Village Movement California.

Village Movement California leads the way for this movement with proven tools, connections and visibility so that villages—and in turn Californians—can thrive. Because when villages join forces, they ensure that all Californians have access to vibrant communities that enhance and expand the ways people can age well.

With the clarity of its messaging and other communication tools, Village Movement California makes local villages stronger every time it hosts a convening, sends a newsletter or meets a funder.

It’s no wonder that, even as a fledgling organization, nearly half of all villages in the state joined Village Movement California within a month of the organization’s brand launch.

As Village Movement California told its own members: “Together we can make so much more progress than we can ever achieve alone.”

I’m sure that’s why your membership organization exists, too: To strengthen your members and make them more effective.

If you’re a membership-based association or nonprofit considering rebranding, we invite you to take a look at some of our resources on how to do it well:


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About the Author

Sarah R. Moore, our Director of Brand Strategy, joined Mission Minded from a career that has spanned both the private and nonprofit sector.
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