Branding
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Presentation for Alpha Chi Omega at Vanderbilt University about branding and developing their organization's image. Audience: over 100 18-22 year old college women
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Branding
- 1. Alpha Chi Omega Vanderbilt University Krystal Clark, M.Ed. September 3, 2012
- 6. What is a Brand? • Brand: name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. – American Marketing Association
- 8. What is Alpha Chi Omega’s brand? • Real.Strong.Women. • Together let us seek the heights. • Scarlet & Olive Green • Lyre
- 9. @VandyAlphaChi • What is your brand on campus?
- 10. What is Alpha Chi Omega’s story? • Tell me 5 things that make AXO AMAZING! • How are you showing/telling this to people on an everyday basis? In your passive and active programming? • If someone asked you why you picked AXO over the other 9 chapters on campus. What would you say?
- 11. What is a brand according to Alpha Chi Omega? • A brand is a promise, and an experience. It’s how others perceive us, and how we perceive ourselves. It’s a way to focus on what makes us special, and how to communicate by how our organization presents itself (how it looks – the logos and colors), how our organization sounds (our tagline, the way we communicate with each other and the outside world), and how our organization acts (our decisions, choices and actions – this is the most important part!). The strongest brands are consistent, relevant and walk their talk.
- 12. Brand Questions 1.How do you think others perceive you? 2.How do you perceive yourselves? 3.What makes you special? 4.How does your chapter present itself? 5.How does your organization sound? 6.How does your organization act? 7.Are you consistent, relevant, and congruent?
- 14. Next Steps • Answer those questions honestly. • Look at your existing branding materials including the behavior of your members. How is everyone doing thus far? What items do you have that are consistently promoting your brand on campus? • Look at your calendar of events. How are you marketing those programs to the community? • How can you promote your brand during upcoming Recruitment PR events and Panhellenic Preview Day? • Work on developing/telling the story of Alpha Chi Omega. Examine how you talk about the chapter.
Editor's Notes
- Hey! My name is Krystal Clark and I am super excited to be here with you all today. Dani asked me to come over and do a little workshop with you all so here I am. I’m only going to take up about 45 minutes of your time today so please hang in there and I hope that you find it fun and informative. The presentation really centers on the concept of branding. You have one whether you know it or not so it would be wise to be in charge of managing that brand as much as possible. But first I want to tell you a bit more about me simply because I this woman who sits in an office and some of you know who I am and others of you wouldn’t know me from any other person on this campus. Many of you might even think I’m a student if you saw me walking around.
- So, this is me and that’s me but really I’m still just her and that my brother. At times I wish I was her but really I just want to have her wardrobe because I think I was born in the wrong fashion era. If you’ve never mad men’d yourself please do that at AMC.com.
- I am from here. Went to undergrad here. Grad school here. While there I lived here became a member of DDD and worked here for four years before making my way to Vandy. I’m obsessed with Nashville and so I’ve gotte n really involved in the community.
- These are all the things I do when I’m not at work. I think you can tell a lot about people from the music they listen to…so here is a slide of many of the concerts I’ve attended since moving to Nashville in June 2011. This does not include the entire roster of CMA Fest .
- And, I told Dani that I would only do this program on the condition that it did not interfere with me seeing HER tonight at Bridgestone. I’m jacked about this show.
- Alright, so let’s get into it. What is a brand?
- How do you know these brands? What do you think of when you look at each of these pictures? What feelings do these brands convey? A brand is repeated. A brand is on everything that it represents. Brands are consistent. Do sororities have brands? I would say that every organization has a brand and on top of that every person has a brand. There is a huge self branding movement going on –online presence, resume/cover letters, networking Yes, AXO certainly has a brand and a story behind that brand. When people think AXO they feel something similar to how you feel when I show you the Chanel symbol. Me? I feel poor.
- AXO’s brand nationally consists of the following items: Now how many of you joined AXO because of these items? Probably not many of you, correct? But you joined because every brand has a story and that story is told everyday by the people within the organization. Those people’s actions are a bigger part of the brand than the motto, slogan, or symbol. People’s actions are the most central to your organizations sustainability and growth. Your brand, in essence, is what you do.
- What is your brand on campus? Who can summarize that for me? What elements make up your campus brand? Programming, events, symbols, slogans, colors…How do people know that this is AXO? What are your core values? Do you think those play a role in your brand?
- There are 10 Panhellenic sororities on Vanderbilt’s campus and to the untrained eye you all look alike. My goal is not for you all to compete because in reality all 10 of you are not after the same women. My goal is for the PNMs to know that you are an option. You are an option that might be the perfect sorority home for them. My goal is for the campus community Greek/Non Greek to understand all of the amazing things you do. My goal is for each and every one of you to be proud to represent AXO as you make your way through life on and off campus during your time at Vanderbilt and long after you have graduated. A strong, positive brand that tells your story can help accomplish all those goals. This is not a move to have you bash another chapter. Only those who are fearful mention others in their branding. Pepsi always mentions Coke. Coke never mentions Pepsi. Other phones mention the iPhone in their ads. The iPhone could care less about some Samsung knockoff. You encourage people to pursue other options while letting them know that your brand is top quality. Always have a cocktail party version available of your AXO story ready to go…--Activity! I’m going to give you 1 minute…turn to your neighbor and tell them why you joined AXO…
- A great question to answer is Who is the Alpha Chi Omega woman? Remember, your members make your chapter. If you have a vision for your chapter then you must recruit women who are going to help that vision come to life. Ex. Urban Outfitters v. Lilly Pulitzer Ex. PETA front desk worker v. FurrierI love the last line…walk their talk…Super important that your actions back up the story you are verbalizing, the one that you have put on a t-shirt. If you are delivering the brand real.strong.women but are doing the complete opposite then you credibility is destroyed no matter how often you wear the t-shirt. We want to start delivering the message of “you are always wearing your letters” to our new members but I know we have to keep doing so with our active women as well. Because you are! We don’t just say that be cause we like to hear ourselves speak. The public will quickly call you out when they catch you engaging in actions that are different from your words. Make sure they can’t do that. I don’t mean just things like how you act in Tin Roof or Sam’s or all those places I don’t go for fear that you all will be there. It is also when your faculty members see you in class, when you hold the door for a campus visitor, when you pick up after yourself after eating in Rand. I don’t want you all to change. I like you. I hope you like you too. I think you all need to focus on enhancing and expressing. Enhance. Express.
- Some of you need to Engage. As members get older—who are my seniors in the room? We sometimes think that we don’t have to engage as much, we’ve done our part and we’ll just wear our regular clothes on the day we are supposed to wear our recruitment shirt—I mean, I’ve put in my time.—first sorority membership isn’a jail sentence and second you pledged for a lifetime not for 3.5 years and unless you are one of those creepy hologram TUPACs your time isn’t up.. I just want to think about real life now…the sophomores can do all the work because they’ll be doing the heavy work during recruitment anyway. I won’t even really take time to get to know our new members in the spring because I am all about graduating. Senior Apathy is common but I want my seniors to reflect on their AXO experience. Do you really love it less? Have you thought about what it will be like to not have AXO be an active part of your everyday life in the very near future? AXO won’t be in your immediate bubble everyday unless you choose to make that happen. Believe me, you will miss it. So before you start this whole detachment thing—not coming to chapter, not showing up for events that you now think are beneath you, not buying in an enhancing and expressing the brand of AXO and deciding to take actions that go against that brand I want you to think about what that might have felt like when the previous seniors did that to you and always think about how much you care about the people in the chapter. My hope is that AXO means something to you and that when you see an AXO sticker in 5 years on the back of someone’s car of when you read on a resume when you’re hiring someone that she too is an AXO or when you a nearby chapter needs a chapter advisor that you’ll have a flashback of good times. Times that helped make you the Real. Strong. Woman. That you have become. Everyone needs to be on board. Everyone needs to be All In to make this work.