The Process of Rebranding an Association Along With an Industry

By: Richard White

When one association realized people outside its industry didn't understand who or what the organization represented, it decided it was time for a complete overhaul. Meet the newly rebranded and relaunched Auto Care Association.

In late April 2014, our association changed its name from the Automotive Aftermarket Industry Association to the Auto Care Association. OK, granted, this isn't headline news in and of itself. But we ventured far beyond just an association name change and a new logo and tagline. We spent a year and a half on an extensive rebranding initiative that would ultimately change the name of our industry from the "automotive aftermarket industry" to the "auto care industry."...