The LGBT Greek community has existed since the mid 1980’s but has seen its greatest influx of growth beginning in 1999. While our community is seemingly overflowing with organizations, it is still a very small and developing one. We sit now on the cusp of larger scale relevancy and this is when it is most vital that identity be solidified and protected. Yet, rather than having spent this time cultivating individual branding, many of our community members feel there is nothing wrong with simply appropriating what has already been done. Slight tweaks to colors and materials do not make a new style, a new piece of marketing, a new identity.

This topic has been hashed over countless times with accusations and recriminations littering the battlefield. When the smoke settles, no change to methodology comes. Perhaps this statement will be no different but I must try because this issue will only grow in scale, importance, and negative impact if left unchecked. And perhaps part of the problem has been the approach to the message. So rather than saying “You’re stealing from us.” Spin Doctor is advising, “You’re shortchanging yourself.”

We are a part of a community of secret societies. When the world looks at anything assigned Greek letters or using the term fraternity, sorority, or society, there is the assumption that what you do and say and present to the world should and does have deeper meaning. This is not commentary on every single act or statement. And this is partially where we get into the shades of grey. How is one supposed to know what is significant, what is relevant to an organization? How does one evaluate if there is meaning behind a particular stance, specific attire, statements, etc?

Well, if you look at those questions, those shady spots which are so subjective, and feel they negate anyone the right to demand respect for their branding, you are likely an active practitioner of appropriation. However, if you look at those questions as something to inspire closer inspection before acting, then you are probably one of the small percentage of us who understands the value of their branding and marketing. Oh, I can hear the protests now. “We can’t very well ask orgs to spell out the meaning behind everything so we can determine what they want exclusive rights to!” And that’s absolutely true. But what I want you to realize is when you value YOUR brand, when you understand that your BRAND is the image that you present to the world at large, the image that is supposed to set you APART from the 70+ other LGBT GLO’s, taking a little time to look at what organizations are presenting to the public before deciding on your next visual move becomes a very worthwhile effort.

Yes, I understand that some things are just powerful symbols that many people will be drawn to (I mean, come on, there are literally 20 lions roaming our LGBTGLO yard), but the same symbol doesn’t have to mean the same branding.. Taking time to generate custom imagery, or at the very least to scroll past page two of the Google search image results, makes it possible for their to be 20 lions and the org each is associated with, to be distinguishable. In conjunction with that is taking a moment to look at the history of your orgs branding and assess whether the idea you are considering (after having looked at someone else’s video or marketing flyer) fits in with the bigger puzzle picture your organization is putting together.

Too many times I’ve seen one-off marketing that clearly reflects the piece that inspired it but is in no way relevant to the organization appropriating it. Not only is it frustrating, it’s baffling. So many of us adamantly insist we are different, we stand out, we aren’t here to compare ourselves and that’s great. But wise marketing understands that the rest of the world is comparing. Wise organizations understand that we are families AND we are businesses. Businesses (especially in the early stages) grow from word of mouth and outside perceptions, as much as they do from solid foundations and member satisfaction.

If you don’t cultivate your marketing, you’re devaluing your brand and you are risking undermining your success. Allowing yourself to meld with the collective rather than wrestle out your own identity subjects you to lost opportunities based on impressions made by individuals who aren’t even apart of your family business because you both use the same pictures, the same website platform and design template, the same clothing style; more same than original.

So please, please…stop hurting yourselves.

By Frat Intellect/Spin Doctor