Branding And Positioning – Presented By Brother John E White, MBA
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Fraternity Branding and Positioning Fraternity Brand Visibility Presenter: Brother John E. White
Our Objectives • Gain Better Awareness and Understanding of Fraternity Standards and Protocols • Review Fraternity Communications Standards • Review Brand Identity and Graphic Standards • Recruit and Retain Fraternity Brand Ambassadors
Norms Be Open Treat others with RESPECT Honor Confidentiality Listen Actively Participate at own comfort level OUCH AND EDUCATE Ask Questions Share Talking Time Have Fun
Our Brand Identity? The Phi Beta Sigma Fraternity, Inc. brand is an important asset to our Fraternity. Consistency in branding and imagery builds brand equity, which in turn supports a strong foundation for organizational growth.
Effective branding creates and supports instant recognition and value for each of our chapters and the fraternity at large. Brand equity provides us with a value base from which we can more effectively work together to achieve our goals as one recognized organization Source: Fraternity Policy on Brand Identity and Graphic Standards – Adopted by General Board – 1/10
What is the Sigma Brand? We are……. •men of vision •men of history •men of culture •men of leadership •men of courage
Our BRANDING Journey Building the pipeline PROVIDE CONSISTENCY/ BRAND VISABILITY WITH BRAND ELEMENTS:
Phi Beta Sigma Began a journey to provide a consistent brand for it’s members and the community
CONSISTENT BRAND IDENTITY AND GRAPHIC STANDARDS, BRAND POLICY, SIGMA LOOK,
Embedding our Brand internally and externally Leveraging the Brand to grow the organization
CULTURE CHANGE/ INTERGRATION
Deliverables and Expectations of Brand Management & Communications Team 1.
Develop holistic marketing and branding solutions for the Fraternity to further our Brand.
Develop and implement strategies for brand consistency
Review all approved visual branding components to ensure effective use for providing the look that shares the spirit of the Fraternity.
Implement Strategic Brand Elements from Vision 2010 document
Develop strategies for electronic marketing.
Develop Plans and strategies for implementing Fraternity Uniform Standard of Dress
Provide report that includes recommended strategies to General Board and Conclave for adoption.
GOAL 5 Branding and Marketing: Sigma’s brand strategy is a key part of the overall marketing strategy for the Fraternity. Brand strategies deliver on the Fraternity goals by enhancing the brand culture. The following is a systematic four-step process that the Fraternity will use to tailor strategies to enhancing our Brand: • Identify goals and elements that branding can address • Map the existing brand culture • Analyze competition and environment to identify branding opportunities
• Design the Strategy
Implementing Strategic Brand Elements Communications
Create a message of engagement
Uniform appeal designed for special occasions
Generate interest, growth & development
E-Based capabilities & resources
Promote internal & external diversity
Strategic Business approach
Feature and functionality presentations, videos, and other types of demonstrations
Training and Development
Driving Change at the Comprehensive Local & Website Global Level
Increase Multi-Cultural Awareness
Exemplary Service Behaviors
Press release and associated materials
Creating a Branding and Marketing Team
Consistency of Branding
Fill communication gaps
Ten key elements to integrating our Brand Commitment from Board and Body at large Recognition Internal & External
Strong Business Case for Branding
Strong Supplier/ Vendor & Partnerships
Articulated Branding Strategy
Resources/B randing Elements Structure
Branding strategy at-a-glance
Be the Leading proactive community service organization
Produce differentiated value for our members and community
Member Excellence Sustain & Enhance Fraternity commitment to our Brand
Increase exposure, recruitment and retention of Sigma Men
Embed Official Sigma Branding elements into all levels/functions to foster a “Culture of Sigma”
Make the Sigma Brand a competitive advantage and cultivate growth organizationally
Our Core Values: Brotherhood, Scholarship & Service
Brand Visibility Overview
The main visual components of the Fraternity’s Brand Identity include the Fraternity Logo, Crest, Seal and program and initiatives co-branding elements. When used effectively, these elements unite to visually provide the look that shares the spirit of the Fraternity.
Fraternity Name and Logo
The Fraternity Seal
Fraternity Shield Our Crest
THE OFFICIAL SIGMA LOOK
Fraternity Initiatives & Signature Program Logo
Fraternity Websites and Web pages • Fraternity websites include, but are not limited to, officer-, regional-, state-, and/or chaptersponsored websites that are created for the purpose of communicating, promoting and/or advancing the ideals, activities, programs and/or growth of the Fraternity. • Each Fraternity website must conform to Fraternity brand identity standards in organizational references. No Fraternity website may utilize descriptive references (such as ‘death chapter’ and similar types of references) other than the official chapter.
Co-Branding With Our Sisters Co-branding with our sisters of Zeta Phi Beta Sorority (the Sorority) must be done appropriately. Please refrain from utilizing Zeta Phi Beta Sigma. When co- branding please use the Fraternity’s and Sorority’s full names.
TOOLS AND RESOURCES •Policy on Fraternity Communications •Policy on Fraternity Brand Identity and Graphic Standards •Chapter Reporting Guidelines •PIA •Chapter Self Assessment Tool •Awards & Criteria Guide •International Standards and Awards Committee •International Membership Committee •Director of Standards, Protocols and Rituals •Director of Communications •Sigma International Leadership Academy (SILA) •Corporate Headquarters Staff •Fraternity Guide to Fraternity Protocol -2012
Protocols, Rites and Traditions How we communicate and interact with our leadership is very important element in Brand Identity. Protocols, Rites and Rituals are Must Haves in Fraternity Life. Best Implementation of these elements provide us a competitive advantage.
New Production of Manuals and Guides • Our Journey
Chapter Brand Ambassador Chapter Sigma Brand Ambassadors was adopted at Conclave 2011 in Atlanta. Each chapter is asked to appoint a Brand Ambassador to ensure compliance with all brand elements within the fraternity.