Even an industry-leading organization can be left in the dust if it doesn't have a recognizable brand. For VEBA's current members, it was setting new standards that improved the cost and quality of health care. However, its awareness among prospects was limited, due in part to its lack of a marketing campaign. Our successful marketing makeover--including developing consistent branding and graphics that were integrated in a new website, collateral materials, and publicity efforts--helped to increase membership by more than 30 percent. These efforts earned us a Gold Quill Award from the International Association of Business Communicators.