Branding And Positioning – Presented By Brother John E White, MBA

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

INFASTRUCTURE

CONSISTENT BRAND IDENTITY AND GRAPHIC STANDARDS, BRAND POLICY, SIGMA LOOK,

Embedding our Brand internally and externally Leveraging the Brand to grow the organization

BRAND CONSISTENCY

CULTURE CHANGE/ INTERGRATION

POSITIONING

Deliverables and Expectations of Brand Management & Communications Team 1.

Develop holistic marketing and branding solutions for the Fraternity to further our Brand.

2.

Develop and implement strategies for brand consistency

3.

Review all approved visual branding components to ensure effective use for providing the look that shares the spirit of the Fraternity.

4.

Implement Strategic Brand Elements from Vision 2010 document

5.

Develop strategies for electronic marketing.

6.

Develop Plans and strategies for implementing Fraternity Uniform Standard of Dress

7.

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

Standardization

Excitement

Technology

Diversity

Professionalism

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

Benefits Promotion

Feature and functionality presentations, videos, and other types of demonstrations

Training and Development

Consistent Image

Driving Change at the Comprehensive Local & Website Global Level

Increase Multi-Cultural Awareness

Exemplary Service Behaviors

Global Expansion

Community Integration

Press release and associated materials

Awareness advertising

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

Accountability

Measurement System

Chapter Involvement

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

communication

Operational Excellence

Increase exposure, recruitment and retention of Sigma Men

Standardization

Excitement

Business Excellence

Embed Official Sigma Branding elements into all levels/functions to foster a “Culture of Sigma”

Technology

PROCESS

Make the Sigma Brand a competitive advantage and cultivate growth organizationally

Diversity

GOALS

Professionalism

Our Core Values: Brotherhood, Scholarship & Service

STRATEGIC ELEMENTS/KEYS

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.

QUESTIONS??