Fraternity Branding and Positioning Fraternity Brand Visibility Presenter: Brother John E. White
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Transcript of Fraternity Branding and Positioning Fraternity Brand Visibility Presenter: Brother John E. White
Fraternity Branding and PositioningFraternity 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 OpenTreat others with RESPECTHonor ConfidentialityListen ActivelyParticipate at own comfort levelOUCH AND EDUCATEAsk QuestionsShare Talking TimeHave 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
Phi Beta Sigma Began a journey to provide a consistent brand for it’s members and the community
INFASTRUCTURE
CULTURE CHANGE/ INTERGRATION
BRAND CONSISTENCY
POSITIONING
PROVIDE CONSISTENCY/ BRAND VISABILITY WITH BRAND ELEMENTS:
CONSISTENT BRAND IDENTITY AND GRAPHIC STANDARDS, BRAND POLICY, SIGMA LOOK,
Building the pipeline
Embedding our Brand internally and externally
Leveraging the Brand to grow the organization
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 engagementUniform appeal designed for special occasions
Generate interest, growth & development
E-Based capabilities & resources
Promote internal & external diversity
Strategic Business approach
Press release and associated materials
Consistency of Branding
Benefits Promotion
Feature and functionality presentations, videos, and other types of demonstrations
Training and Development
Consistent Image
Awareness advertising
Driving Change at the Local & Global Level
Comprehensive Website
Increase Multi-Cultural Awareness
Exemplary Service Behaviors
Creating a Branding and Marketing Team
Fill communication gaps
Global Expansion
Community Integration
Ten key elements to integrating our Brand
Strong Business Case for Branding
Articulated Branding Strategy
Resources/Branding Elements Structure
Chapter InvolvementMeasurement
System
Recognition Internal & External
Commitment from Board and Body at
large
Strong Supplier/ Vendor &
Partnerships
Accountability
Branding strategy at-a-glance
Our Core Values: Brotherhood, Scholarship & Service
communication Standardization Excitement Technology Diversity Professionalism
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
Member Excellence
Operational Excellence
Business Excellence
Produce differentiated value for our members and community
Be the Leading proactive community service
organization
STRATEGIC ELEMENTS/KEYS
GOALS
PROCESS
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 ShieldOur 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 chapter-sponsored 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??