1. Fraternity Branding and Positioning Fraternity Brand Visibility
Presenter: Brother John E. White

2. 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
Say: Our objectives are as follows
First we want to paint a the big picture starting with the “Link”, YOUR LINK TO PBS…. We will take a look at our BRAND IDENTITY, what is it? What is our BRAND?
Next we will take a look at our Branding Journey and our building blocks in this process. We will take a look at where the mandate and charge for the branding of PBS stemmed from.
We will look at what our marching orders were and how we prioritized items to key goals
We will look at the 10 items we need to continue to focus on to ensure we are successful in this journey, including our STRATEGY for BRAND IMPLIMENTATION.
We will take a look at the items that we worked hard to complete for this general board
After several months of work we will provide some recommendations to this general board to help us in this process
TRANSITION: Let’s take a look at our Brand more specifically our Brand Identity

3. 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

4. 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
Say: Review the slide

5. What is the Sigma Brand? We are……. men of vision men of history
men of culture
men of leadership
men of courage
Say: What is the Brand of Phi Beta Sigma??
First… Let me dispel some myths pertaining to BRAND. ARE YOU READY?
Our Brand is not just a LOGO…It is more than a product…. It is more than our Greek Letters… It is more than our BRAND IDENTITY
WHAT IS IT?
It is a persons GUT FEELING about a service, product or organization. Why a PERSON’S GUT FEELING? Because a BRAND are defined by individuals, not companies, the public.
In other words…
IT’S NOT WHAT WE SAY WE ARE… BUT RATHER WHAT THEY SAY WE ARE!
SO AS WE CONTINUE FORWARD WE ARE TO HAVE TO EXCELL IN KNOWING WHO WE ARE AND ALLOWING OTHERS SEE WHO WE ARE…
WE ARE MEN OF VISION
MEN OF HISTORY
MEN OF CULTURE
MEN OF LEADERSHIP
MEN OF COURAGE
SAY: Let’s take a look at our journey

6. CULTURE CHANGE/ INTERGRATION
Our BRANDING Journey
Building the pipeline
Embedding our Brand internally and externally
Leveraging the Brand to grow the organization
PROVIDE CONSISTENCY/ BRAND VISABILITY WITH BRAND ELEMENTS:
CONSISTENT BRAND IDENTITY AND GRAPHIC STANDARDS, BRAND POLICY, SIGMA LOOK,
Phi Beta Sigma Began a journey to provide a consistent brand for it’s members and the community
BRAND CONSISTENCY
Say: Our Journey began in 2007 when the branding committee consisting of (Name the names) started a journey to provide a consistent brand image for our members and the community at large…
CULTURE CHANGE/ INTERGRATION
POSITIONING
INFASTRUCTURE
2007
2011

7. Deliverables and Expectations of Brand Management & Communications Team
Develop holistic marketing and branding solutions for the Fraternity to further our Brand.
Develop and implement strategies for brand consistency
Review all approved visual branding components to ensure effective use for providing the look that shares the spirit of the Fraternity.
Implement Strategic Brand Elements from Vision 2010 document
Develop strategies for electronic marketing.
Develop Plans and strategies for implementing Fraternity Uniform Standard of Dress
Provide report that includes recommended strategies to General Board and Conclave for adoption.

8. 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

9. 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
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

10. 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/Branding Elements Structure
Accountability
Measurement System
Chapter Involvement
Phi Beta Sigma’s strategy is focused on ten key elements, many of which are similar to those implemented by other organizations. What differentiates Phi Beta Sigma from other enteties is how these elements are combined and measured to create systemic culture change.
The key elements include:
commitment from the top
strong business case for Branding
clearly articulated integrated branding strategy
resources/ Branding Element and structure
grass roots or Chapter involvement
measurement system
accountability system
partnerships to produce brand elements
recognition for compliant chapters 10

11. Branding strategy at-a-glance
Be the Leading proactive community service organization
Produce differentiated value for our members and community
Member Excellence
Operational Excellence
Business Excellence
PROCESS
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
Sigma, as an organization, has set an expectation to be the leading proactive community service organization focusing on issues and strategies that proactively impact young males in our community. The strategy for branding has to align and help us achieve that expectation.
As part of our road map, there were 6 key to helping Phi Beta Sigma achieve our branding strategy, also called levers,: Communication, Standardization, Excitement, Technology, Diversity and Professionalism.
When these keys are properly implemented the result will be a solid brand as evident through Member Excellence, Operational Excellence and Business Excellence. Thus producing a differentiated value for members and our community.
What do we want? We strive to become the leading proactive community service organization focusing on issues and strategies that proactively impact young males and our community.
GOALS
communication
Standardization
Excitement
Technology
Diversity
Professionalism
STRATEGIC ELEMENTS/KEYS
Our Core Values: Brotherhood, Scholarship & Service 11

12. 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.

13. Fraternity Name and Logo

14. The Fraternity Seal

15. Fraternity Shield
Our Crest

16. THE OFFICIAL SIGMA LOOK

17. Fraternity Initiatives & Signature Program Logo

19. 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.

20. 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.

21. 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

22. 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.

23. New Production of Manuals and Guides
Our Journey

24. 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.

25. QUESTIONS??