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??