Learning Exchange: Branding your Association

January 29, 2013 – Rotman School of Management, University of Toronto

“Very informative and energetic session with lots of information that can be applied to my association” – Participant

Organizational branding proved to be a popular topic, despite the winter weather. On January 29, 2013, TRIEC held a Learning exchange for PINs association leaders and partners on branding.

At this evening session hosted by the Rotman School of Management, a full house of 30 people were in attendance on representing 10 immigrant associations and four partners.

Guest speakers:

Loiee Pangan – Creative Director, AV Communications

Gautam Nath – PINs association leader, Jobs in Canada


Loiee Pangan from AV Communications (a PINs partner) gave a visually engaging and informative presentation on the basic elements of branding identifying the importance of an organization’s logo, colours, tagline, and brand essence. He noted “your brand is talking to people and it needs to connect to your intended audience.”

Following Loiee, Gautam Nath shared his experiences as a PINs association leader, and as one of the first leaders involved the PINs program. Through an interactive group activity, participants worked on branding concepts for a fictitious new association and presented their plans back to the group.

Participants left with new connections, ideas and plans to take back to their associations on organizational branding. PINs leader Beatrice Kohlenberg said it “was one of the best seminars PINs has organized,” adding that she “learned many things that will be beneficial to the Association of Romanian Engineers in Canada (AREC).”

We thank the participants, the presenters, and our venue sponsor, PINs partner – Rotman School of Management at the University of Toronto.


  • A brand is a culture, an asset and branding is an on-going process.
  • Each brand is unique, don’t follow others. Be creative and find your own brand.