For more than a century, STI/SPFA has supported member companies by advancing standards, technical knowledge, and industry credibility in an evolving regulatory and market environment.
As that landscape continues to change and new audiences engage with STI/SPFA’s work, it is appropriate to periodically assess whether the association’s identity and positioning clearly reflect the value it delivers to members and whether that value is consistently understood across the industry.
In 2026, STI/SPFA will undertake a structured, data-driven evaluation to explore these questions. This effort is focused on research and alignment, not immediate change, and is designed to ensure that the association is well positioned to continue supporting member companies and the industry effectively in the future.
Grounded in objective research, member input, and oversight from the Board of Directors, this evaluation reflects STI/SPFA’s commitment to responsible governance, transparency, and long-term stewardship. Any future decisions will be informed by evidence and aligned with the best interests of the membership.
What Members Need to Know
In 2026, STI/SPFA will undertake a structured, data-driven research effort to evaluate how the organization’s name, identity, messaging, and overall positioning are understood by members and key industry audiences, to ensure STI/SPFA remains well positioned to support member companies and the industry in the future.
- The 2026 work is limited to research and evaluation; no decisions or changes will be made this year.
- Member input will directly inform the findings through surveys, focus groups, and other engagement activities, and will be supplemented by relevant industry, market, and peer-organization research.
- The results will support an evidence-based recommendation to the Board of Directors regarding next steps, if any.
Why STI/SPFA Is Evaluating Rebranding
STI/SPFA has grown significantly in scope, reach, and responsibility over time. As industries evolve and new audiences engage with STI/SPFA’s standards, technologies, education, and advocacy efforts, it is important to assess whether the organization’s brand clearly communicates who it is, what it does, and the value it provides.
Rather than relying on assumptions or anecdotal feedback, STI/SPFA’s approach centers on objective research and stakeholder input to determine whether any brand changes are warranted.
Why Not Evaluating Has Consequences
Choosing not to evaluate STI/SPFA’s brand and positioning would, in effect, be a decision to rely on assumptions rather than evidence as the organization continues to evolve. Without structured evaluation, perceptions of who STI/SPFA is, what it represents, and how it delivers value are shaped informally and inconsistently across audiences.
Over time, this can lead to gradual brand drift, unclear messaging, and missed opportunities to strengthen engagement with members, partners, and future industry leaders. A data-driven evaluation helps the association identify these risks early, providing clarity and alignment before issues become more difficult or costly to address.
Through this evaluation, STI/SPFA can proactively manage risk, preserve organizational credibility, and ensure that future decisions are informed, intentional, and aligned with the long-term interests of its members.
A Transparent, Evidence-Based Process
The rebranding initiative will follow a multi-year framework beginning with evaluation and discovery in 2026. This phase focuses on understanding perceptions, alignment, and readiness — not on implementing changes.
Key elements of the evaluation process include:
- Quantitative surveys distributed to members and other stakeholders
- Qualitative focus groups representing a cross-section of the industry
- Leadership and staff alignment discussions
- Comparative analysis with peer organizations
This approach ensures that any future decisions are grounded in credible data and informed by the voices of those most connected to the organization.
Stakeholder Involvement
Stakeholder input will be gathered from a wide range of groups, including members, volunteers, leadership, staff, partners, and others connected to STI/SPFA’s programs and standards work. All members will have an opportunity to make their voice heard through focus groups, surveys, and other engagement opportunities conducted as part of the evaluation process.
STI/SPFA expects and welcomes a range of perspectives through this process, including differing views on whether any future rebranding is needed. Member participation is central to this effort and will help ensure that findings reflect real-world perspectives across the association. All research activities will be conducted with appropriate data governance and confidentiality safeguards in place.
Decision-Making and Governance
A primary outcome of the 2026 evaluation phase will be a clear, evidence-based recommendation presented to the Board of Directors.
If the Board determines that rebranding is advisable, additional planning and development phases would follow in later years. If not, the findings will still provide valuable insight into how STI/SPFA can strengthen clarity, messaging, and engagement without a full rebrand.
A decision not to proceed with rebranding would represent a successful outcome of the evaluation, providing clarity and alignment while avoiding unnecessary change.
What This Means for Members
This strategic rebranding evaluation is intended to position STI/SPFA for long-term clarity, relevance, and stability while honoring the organization’s history and mission. By taking a deliberate, data-driven approach, the association is ensuring that any future decisions are informed by broad stakeholder input, objective analysis, and responsible governance.
Members will have opportunities throughout 2026 to provide input and stay informed as the evaluation progresses. Updates will be shared throughout the year, where high-level findings and next steps will be discussed.
Members with questions about the rebranding evaluation or the overall process are encouraged to contact STI/SPFA at 847-438-8265 or info@steeltank.com.
