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Lodges Avoiding Branding Mistakes & Getting Noticed

Blake Bowden

Administrator
Staff Member
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Branding is something that affects our lives every day, even if we don’t think about it. What is branding? Simply put, it’s an image or perception about something. In business it’s the image conveyed about a company, a product or service. However, in lodges or other fraternal organizations, it’s made up of various components. Some of those components are the principles and perceptions of the organization, the lodge officers/members, lodge programs and stimulating events, modern lodge communications, and public activities.

Unfortunately, many local lodge officers are perplexed about or even avoid the development of a positive “lodge brand.” Yet, an effective lodge brand is essential to keep our lodges growing by communicating to our own members and more especially to the public at large, regarding who and what we are, as well as, what we do as Masons. Quite often we hear comments such as how do we develop a local lodge brand without sounding self-important, how can our lodge brand be considered as authentic or why work on a local lodge brand? However, whether we realize it or not, our lodge actions and attitudes are constantly communicating a lodge brand or perception. With the use of the internet and social media, information is transmitted rapidly around the world. There are some lodges that are very successful but others that need constant improvement about what others think about them. I.E., there’s no need to join “Lodge A” because it doesn’t do anything but “Lodge B” is active, has simulating programs and events for members and families, uses various means of keeping its members informed, shows interest in its membership, and is always a friendly local lodge to visit.

Many local lodge officers, left to their own devices, are very confused, and that results in concocting a specific lodge brand that actually isn’t a lodge brand. In reality, it is only a description of something they may have some experience with. However, it doesn’t tell anyone what sets one lodge apart from another. In fact, we often see lodge websites that haven’t been updated on a monthly basis or even lack sufficient information to attract their own members or potential members. Thus, it is important to develop a positive local lodge brand in conjunction with a general “Masonic Focus” so that the lodge brand speaks in a positive way to everyone. There are too many misconceptions or uninformed interpretations about Masonry which need to be clarified to the general public.

Therefore, we need to consider an important question, even if it’s not expressed, as to whether or not a specific lodge is worth the effort, time, and money to join. Does “Lodge A or B” really have consistent appeal to members or potential members? In this 21st Century, we need more constant motivational programs to keep our members attending and becoming active lodge participants and/or leaders. It doesn’t matter if they are side liners, committee members or lodge officers. Making lodge attendance interesting is a make or break situation and that is reflected in getting noticed. In other words, it is developing a stronger local lodge brand. Therefore, all lodges need to keep tweaking their lodge brand to everyone, thereby making attendance or participation memorable.

Here are just a few tips to make sure our lodges are authentic, have a positive brand or image, and are not committing what can be termed as lodge suicide:


1-Not making things up but create a strong summary section with relevant key words for media communications.

2-Determine what you do in Masonry, for your lodge members/families, and for your community. I.E., list some tangible achievements and photos, especially on a lodge website or Lodge Facebook Page.

3-Make sure that the lodge officers have the necessary skill sets to lead the lodge by training them to be effective leaders. Strong and innovative leadership conveys a stronger perception of a local lodge and Masonry.

4-Consistently analyze the lodge, the lodge officers, and committee member strengths and weaknesses for addtional improvements.

5-Determine the results (positive and negative) that the lodge achieves through its corps of officers, motivation of its members, activities for the members, their families, and the community because they are all component parts of local lodge branding. This is just Sales Management & Marketing 101.


Often, the core of the lodge brand remains the same so that it is only necessary to tweak parts of it. What is important to consider is that a local lodge brand is multi-faceted. We need to remember that even when we don’t uncover our own lodge brand and properly take care of it, we already have a publicly noticed lodge brand perceived by others. It is up to the local lodge and lodge officers to make that noticed brand positive and not negative.

Furthermore, it is essential to remember that when we use the term lodge brand, we are actually describing how others perceive our individual lodges, members, and Masonry. Therefore, local lodge brands are really all about perception. Members and non-members will always have an opinion about Masonry and specific Masonic Lodges no matter what is done by the members of an individual lodge, and within a specific community. Thus, when each local lodge discovers its own brand and becomes comfortable communicating this to the world, it is directing how others perceive that local lodge.

Ideally, the local lodge should come up with something that it consistently does, something that it is known for, and has value to the local lodge, the community, and Masonry. The local lodge officers or what is on a lodge website pertaining to the local lodge shouldn’t be a problem or sound pompous or self absorbed because whatever is stated, is all about facts. Thus, the local lodge brand is based on itself and its track record. Actually, it is letting the world know some great things about Masonry and the local lodge that may be valuable to members and non-members alike.

Successful lodges invite others to connect with them by making a positive first and lasting impression. Therefore, the success of any local lodge depends on thoughtful lodge leaders who understand and consistently communicate a strong lodge brand or image through all its component parts and avoids misconceptions or negative perceptions by others.

Source:
John Loayza, Assistant Grand Chancellor
Grand Lodge of Illinois, A.F. & A.M.
 

dfreybur

Premium Member
We all submitted our petition because we had a positive opinion of Freemasonry.

That is what "branding" MEANS. If you don't know what "branding" means that's it.

If you're confused about what a positive brand is, you weren't when you asked for that petition.

What can we do to depict to the public about Freemasonry? That's branding to outsiders, outside public relations.

My example - When I petitioned Masonry it was because I wanted some sort of civic activity/service that was not political and I knew of the rule against discussing politics. We do non-political service.

What can we do to depict our lodge in our district and region? That's branding to insiders, inside public relations.

My example - When I petitioned my current local lodge it was because the wives included my wife in dinner discussion at the family dinners. We actively engage with visitors.
 

Warrior1256

Site Benefactor
If you're confused about what a positive brand is, you weren't when you asked for that petition.

What can we do to depict to the public about Freemasonry? That's branding to outsiders, outside public relations.
Great article and response.
 
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