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??