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Countdown to the American Fraternal Alliance

On January 3, 2011 – less than one month from now – your trade association will officially become the American Fraternal Alliance.  The Fraternal Alliance’s staff is working hard on the million and one details that go in to ensuring that the transition to a new brand is seamless for all our member societies.  The Board has approved a new logo for the Fraternal Alliance, and we are in the process of transforming everything – our Web site, promotional materials, business cards – to reflect the organization’s new name and “look.”  I think you’ll be as thrilled as we are with the results.

The American Fraternal Alliance name provides all of us with a unique opportunity to increase not only the brand awareness of fraternals with our key audiences, but to build a real brand “identity” around who we are and what we do.  Building that identity with state and federal public policymakers is one of the association’s primary strategic objectives in 2011.  We hope that every member society will participate in this initiative.

In the next three weeks you’ll be receiving a variety of information from us that will help you promote awareness of the American Fraternal Alliance name to your staff, your members, and state and federal legislators and regulators with whom your society has a relationship.  We want public policymakers to understand that your society is a Fraternal Alliance member – a key player in one of the nation’s most important providers of financial security and community service.  We’ll provide you the tools to update or create a link to the Fraternal Alliance’s new Web site from your own society’s site, as well as those to help identify yourself, your society, and your state fraternal alliance as a proud member of the American Fraternal Alliance.

We’ve been given a tremendous gift this holiday season – the gift of opportunity to create a new identity for the fraternal system so that we can prosper for another 125 years.  In 2011, let’s resolve to take advantage of that opportunity and work together to reinvent, repackage, and aggressively promote the concept of fraternalism to the next generation of members.

We’ve got lots of promotional activities and events planned for 2011 – from media tours to a Capitol Hill reception announcing the new name that will be held in conjunction with the Presidents and Secretaries/HR Sections Mid-Year Meetings.  I welcome your thoughts and suggestions as to how the Fraternal Alliance and its individual members can work together to build our brand identity with public policymakers, the news media, and prospective members.  Share your thoughts with the fraternal community by posting a comment here…

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