Strategy + Design Tips To Elevate Your Brand

Using our Mercury Method, we guided SABR through a structured process that empowered them to make informed, strategic decisions about their brand and membership growth.

By aligning your brand with your organizational goals, you create a foundation for smarter decision-making, stronger engagement, and long-term sustainability.

Branding touches every part of an organization; from operations and sales to recruitment and leadership. And that’s exactly why it can feel overwhelming.

Essential value is the core truth about your organization that differentiates you, connects with your audience, and provides a clear foundation for decision-making.

Branding is one of the most impactful investments an organization can make, but it can also be one of the most difficult to get approved.

Your brand is more than a logo or tagline, it’s the story you tell about who you are, what you value, and why people should want to be part of it. Talented professionals want to work for organizations with a clear sense of purpose.

Branding isn’t just about marketing—it’s about simplifying complexity. A well-defined brand creates a clear identity, aligns messaging, and helps teams make strategic decisions with confidence.

Branding requires leaders to do something they’re not always comfortable with: trust a process they can’t fully control. It means taking risks, embracing vulnerability, and investing in something that may not show immediate results.

When your brand isn’t clear, your team operates in silos, your messaging feels scattered, and opportunities slip through the cracks. Misalignment isn’t just frustrating—it’s expensive.

Every organization has its own version of “too many cooks in the kitchen.” Board members, leadership teams, committees—each with their own priorities, perspectives, and (let’s be honest) egos. At Mercury, we empower leaders to discover and define their brand collaboratively.

Your brand is more than your logo. It’s the foundation for how your organization operates, connects, and grows. A strong brand strategy aligns leadership teams, clarifies priorities, and creates momentum that extends far beyond marketing.

Many associations fall into a familiar trap: chasing engagement through more programs, emails, and events. But more activity doesn’t always translate into more value for your members. Learn how our Method stops you from trying to be everything to everyone.

You know there is great potential for video to grow your business but you also feel like it can be an expensive risk! We asked

The research is clear! Video is one of the most effective ways to build trust and increase brand engagement. It is one of the best

Website refreshes and redesigns are not the same. They involve different levels of resources and address different levels of needs. Here are questions to ask yourself

Change can be hard, it’s time-consuming and uncomfortable. It’s easy to continue doing things the way you’ve always done them. But, as things change within

Even as things continue to change, one thing remains the same – you need to connect with your current members while attracting new ones. The

Learn how to transition your event to the virtual space as we share our learnings from facilitating the Associations North event online!

Learn how to foster the connections after the event is over and the importance of follow-up and relevant post-event resources.

Learn how to keep your attendees engaged during your events as we share our learnings from facilitating the Associations North event online!

Looking for a way to capture a new headshot without a photographer?

Learn to guide your own communications audit.

Understand, track and manage the cause-and-effect relationships that control the performance of your company.

Focus on creating experiences that attract the right attendees then leave them wanting more.

Have you ever wondered what a brand strategy firm like Mercury does and the value an outside perspective brings? Our founder, Justin, joins the latest

Justin joins The Association Podcast to discuss the importance of finding your “one thing”, navigating organizational change, and other issues facing member-based organizations.

Organizations face a pivotal moment of growth and opportunity as they consider merging with another association. It is an opportunity to craft a new identity

Looking for a hands-off revenue opportunity that adds value for your members? Mercury's newest marketing series is a win-win for associations.

Mercury Founder, Justin Bieganek, celebrated a milestone birthday recently. He shares the seven takeaways he uncovered during this time of reflection.

If we have learned one thing in the past few years, it's that relationships matter more than ever. And not the short-term, transactional kind! We

Finding the right partners to serve our clients alongside us is a continuous quest. Identifying others that share our obsessive attitude toward client service is

Even as things continue to change, one thing remains the same – you need to connect with your current members while attracting new ones. The

The third-largest city in Minnesota, Rochester, was suffering from multiple brand personalities. Although the 15 departments worked in concert to efficiently manage the large, complex

Immersive website discovery sessions with the Terrybear staff to guide the user experience, define the creative direction, and determine the final development needs for a

The Electrical Association, formerly Minnesota Electrical Association, has been proudly supporting electrical contractors for over 90 years. As times have changed, so have the products

Now that the dust has somewhat settled, it’s time to move your mindset from reactive to proactive.