Establishing the Ohio Xi SigEp Brand

While in school, and part of an organization, it's easy to get wrapped up in the politics and party attitude that most fraternities have. I spent this summer in NYC, an internship with MS&L, a top 10 PR firm, and along the way I have learned a lot about myself and agency life, but also about establishing a successful business.

Mark Haas, the CEO of MS&L, gave some advice about brand establishment, and in many ways I feel it is pertinent to how we at SigEp can begin to brand ourselves. We are a diverse group of individuals. We dont really fall into any stereotyped category, we have athletes and musicians, brainiacs, emo kids and preppies. That is how we can truly market ourselves to those we wish to bring in to our community. To me, we are an approachable brand, not the one that wants to turn you away, but the brand that has a place for you.

Here are some comments on brand estalishment from Mark Haas:
"Evolving a brand is a delicate procedure, not exactly brain surgery, but you don't want to plunge in without careful consideration and a skilled practitioner leading the way... (I) would say that the brand should also evolve from what we ARE, our core values and how we view ourselves."

Over my past three years as part of this organization I have seen it blossom from an uncontrolled blob, to a strong unit with successful leadership. From the comments above you can see that it's not just what we do, but what we are that sets us apart from any other organization. Yes we try to get involved with community service and yes we have successful weekend events, but what we are is a solid group of friends who have come to respect eachother for the differences we have and all the things we have done together.

Again from Mark Haas, "We all need to feel that we belong to an organization, to a community, that comes from something and is headed somewhere. Professionally, we should all long for a place where we can fulfill our personal ambitions and find the joy and camaraderie of being part of a proud legacy and compelling future. I know I do."

I believe that last quote really sums up our time with SigEp. As a SigEp you always belong to an organization and community, and we can help eachother through professional endeavors throughout our lives.

Camaraderie and legacy are the two words that stick out most for me, and that's how I'd like to brand Ohio Xi SigEp.