The Strength of Sigma
Understanding the Sigma Brand
Brother John E. White
Facilitator
Your
Sigma Leadership Academy
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
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Our Objectives
• What is Branding?
• 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
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5
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
Reflect
Refocus
Rise
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Brand examples
What is brand?
A brand is an identifiable entity that makes
specific promises of value.
What is branding
“It takes a lifetime to build a reputation and
only 15 minutes to destroy it.”- Warren Buffett
“Safeguard the reputation of the organization
with the best in conduct”
What build a brand/tears
down
What Builds
What Tears down
The SIGMA Experience
Poor image/experience
Investment into the brand
No investment of time,
Talent, Treasure
Responsiveness
Non- Responsiveness
What is the Sigma Brand?
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we are men of vision
men of history
men of culture
men of leadership
men of courage
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
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 Signature
Program Logo
Fraternity Shield
Our Crest
The Fraternity Stationary
Logo
The new logo, uses a bold but clean type face to draw attention of the design. The
Greek column is design to uplift Phi Beta Sigma along with the three stars
standing for our founders.
The Sigma Leadership Academy tag line emphasizes Sigma’s commitment to our
mission and values in leadership and the logo tag line should be used whenever
possible on externally visible items.
Co-Branding - Other Design Concepts
Co-Branding - Other Design Concepts
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 docume
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 for adoption.
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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
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What Are Sigma Standards?
Over the past decade the Fraternity has taken
steps to define standards through policies
and documents that include….
• Chapter Self Assessment Tool
• Program Implementation and Assessment
(PIA)
• Chapter Reporting Standards
• Membership Intake Process
• Fraternity Awards & Recognition Criteria
Guide
Chapter Reporting Standards
• Program Implementation Assessment (PIA)
On-Going After each completed community
program
• Annual Chapter Report – February 9, 2011
• Chapter Self Assessment Final Report
(CSAF) – February 9, 2011
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.
What is Fraternity Protocol?
Protocol is defined as the code of ceremonial forms
and courtesies, or precedence accepted as proper
and correct in official dealings, as between heads of
state or diplomatic officials. The expected outcome
is uniformity efficiency in accomplishing goals by
applying tenets of protocol in communications.
The Guide to Fraternity Protocol specific purpose is
to clarify the procedures that enable the
membership to execute and promote consistent
protocols throughout the Fraternity. All Brothers of
Sigma are encouraged to become a Fraternity
Protocol Ambassador.
Source: Fraternity Protocol Manual – Adopted Conclave Memphis 2003
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.
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
•Director of Standards, Protocols and Rituals
•Director of Communications
•Sigma International Leadership Academy (SILA)
•Corporate Headquarters Staff
•Fraternity Guide to Fraternity Protocol – 2003 Edition
New Production of Manuals
and Guides
• Our Journey
The Strength of Sigma
Understanding the Sigma Brand
Brother John E. White
Facilitator