In today’s marketplace every organization needs to distinguish itself from the competition. In an age of infinite choices and an abundance of causes (but diminishing funds and limited time) an organization needs to stay current, vital and relevant. One of the best ways is to engender feelings of ownership among your members.
If they are going to invest their time and money, people need to know who you are, what you are, why you are. Corporations have huge departments dedicated to keeping their brand name out there. But even the smallest agency – or synagogue or sisterhood – needs to brand itself.
So what is branding? Branding is really about managing two factors:
What do you need to be successful at branding your sisterhood? You need a committee of women who know your product: what your sisterhood is all about. Look for women who are:
Where to start? There are five basics to marketing/branding:
A consistent look and style identifies your sisterhood
Focus on one or two driving forces/themes for the year. Obviously not everything you do will be tied to the theme, but you can always add the information to whatever you’re doing.
Is this the year your sisterhood is going for membership numbers? Possible taglines:
Is this the year your sisterhood is going green? Possible taglines:
Is your sisterhood committed to social action? Possible tagline:
Is your sisterhood stressing physical health? Possible tagline:
Is your sisterhood stressing intergenerational programming? Possible taglines:
If you use the same tag line, similar color palette and fonts, logo, and Women’s League affiliation notice, you will have begun to brand your sisterhood. Members and potential members can identify what you do, feel allegiance to your cause, and strengthen your sisterhood’s impact in your community.
We aren’t corporate America, but we can learn from them. And we do have an important message to convey to our audience. You want members and potential members to know who you are, why you are, and what’s in it for them as often and as positively as possible.
*indicates graphics available from Women’s League
With great thanks to Karen Kaufman (Central Great Lakes Region), who designed the original Distance Workshop on branding.
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