UST Education

The Best of the Best: Brand Strategies in Action
2026-01-27 13:00 - 14:00 (America/New_York) | zoom.us/j/95677431816
Course Description:
Even the best associations sometimes struggle to communicate their true value. In this session, we’ll roll up our sleeves and put proven brand frameworks into action. Using real-world examples from association “Join” pages, we’ll explore how StoryBrand, Jobs to Be Done, and other strategy models can transform messaging from informative to irresistible. You’ll see how small, intentional shifts—clarifying your narrative, tapping into behavioral insights, and leveraging AI tools—can dramatically change how members connect, engage, and decide to act. Expect an energizing, practical, and occasionally provocative hour designed to challenge your assumptions and equip you with techniques you can apply the very next day.

Learning Objectives:
By the end of this session, participants will be able to:
Compare four proven brand frameworks—StoryBrand, Jobs to Be Done, And–But–Therefore, and Behavioral Design—and identify when each is most effective for association marketing.
Apply these frameworks to strengthen clarity, emotional connection, and conversion across member and stakeholder communications.
Translate member motivations (“what job they hire the association to do”) into messages that resonate and inspire action.
Use behavioral insights to refine calls to action and reduce friction in member engagement.
Explore how AI tools can support faster idea generation and message testing while maintaining authenticity and strategic intent.

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