The Father’s Club Brand: Why Brand Consistency is the Heart of Our Success

By Jeff Johnson, Director of Compliance/Board Secretary for Father’s Club

The Father’s Club is evolving into an organization whose mission is to be recognized as a catalyst for positive influence around the world.  With this evolution comes the unique opportunity to reimagine the way we present ourselves to the world we want to impact.  As we capture this opportunity, it is important that we take a moment to recognize the widespread impact we make when we put others first, do everything with excellence, live with integrity, work together, hold ourselves accountable, and lead courageously.

The article explains how we bring our brand to life with every internal and external contact.  Along with other organizational foundations such as our mission, core values, and code of ethics and conduct, our brand provides the heart of our success.

WHO WE ARE

Ultimately, we want a dad-led and community-focused group to be intentional about sharing with other dads, loving kids, and nurturing character development.

• We promote involvement among fathers.
• We are dads just like you who are connecting to make a difference and providing opportunities to support our kids, our families, and our community.
• We use many different approaches like social media, showing up to school functions, partnering with organizations, and promoting community events.

OUR BRAND PYRAMID

Our brand pyramid is a crucial for defining and maintaining a strong brand identity, ensuring that every aspect of the Father’s Club is strategically aligned to create a cohesive and impactful presence to those we encounter.  The right side of the pyramid explains each attribute.

BRAND PROMISE
• Engaged dads and community focused

BRAND PERSONALITY
• Locking arms with men
• Carry our shields and engage in life’s daily battles
• One body with many members

BRAND BELIEFS
• Putting others first
• Personal Excellence
• Integrity
• Working together
• Accountability
• Leading courageously

EMOTIONAL BENEFITS
• Positive influence
• Making a difference
• “I didn’t know I needed this”

CORE DIFERENTIATORS
• Create simple ways for dads to be intentional with kids, other dads, and in their community
• Dad-led
• Fathers making a difference
• Committed to strengthen families

THE INTENTION BEHIND BRAND POSITIONING

Brand positioning should be the guide for all pieces of internal and external facing communication.  Everything we create as a brand should aspire to reflect the sentiment of our brand positioning.  The Father’s Club brand is our identity. Many are familiar with our organization and our logo.  However, our brand goes beyond what people see to include a comprehensive image of our organization that includes our character, why we exist, and why others want to be involved with us.  The Father’s Club brand extends to every aspect of our image and communications, including verbal, written, and electronic means. It comprises the images and feelings we want to evoke in all who encounter us when they think, hear, and see our name.

STATEMENTS OF IMPACT

As we move from being an organization that tells stories about what we do to one that tells stories about the impact we make, we must ensure the articulation of our messages feel as big as the impact we make.  Through our function in the areas of mental health, school relations, community promotions/partnerships, and fatherhood support, the Father’s Club is making a positive impact in our communities.  When the opportunity arises, we need to humbly proclaim our impacts. Not with the goal of patting ourselves on the back, but with the goal of ensuring that every father, kid, and donor understands we are there for them.

OUR VISION, TARGET, INSIGHT, AND PROMISES

VISION: Every father is engaged with their kids, other dads, and in their communities around the world

TARGET: All male fathers

INSIGHT:
Every father is unique, yet we all share the joys, triumphs, fears, and concerns of being a father
We desire to be loving and impactful in our communities
We want to help kids, dads, and communities be everything that they can be
We are about fathers making a difference
We are fathers and we are supportive of fatherhood
We have the desire to do anything we can to strengthen families and we are committed to it

PROMISES: Resolve, Humility, and Love

OUR VOICE AND TONE

Voice and tone are essential to the Father’s Club brand because they directly influence how our brand is perceived, how our brand builds trust and authenticity, and how it creates emotional connections.  Maintaining a consistent voice and tone ensures that all communication feels interconnected and recognizable.  Over time, this consistency will help us build our brand identity that people can easily identify and trust.  Below is the voice and tone of the Father’s Club:

OUR FOCUS IS GOODNESS AND LOVE

Goodness is at the core of everything that we do.  Our voice should be bold, impactful, and above all, evoke love and goodness.  Our tone should reflect what fathers offer: positive influence, love, humility, courage, honor, and integrity.

WE ARE HERE FOR ALL FATHERS

Not every fatherhood journey is the same, and we should be mindful of that in our communication. We help fathers from a multitude of backgrounds and are compassionate to every situation.  We believe that all fathers deserve the same level of respect regardless of where they came from.  We all share a common bond – we are dads, we care about our kids, and our community.  This passion should be reflected in our voice.

WE ARE DADS

We are dads, like all dads, who are connecting to make a difference and providing opportunities to support our kids, our families, and our community.  Our tone should never reflect that we are experts or have all the answers.  We are a community of flawed men with the desire to make a difference and do everything with excellence.

THE FATHER’S CLUB IS NOT

• An abbreviation like “FC”.  We should always spell out our name – Father’s Club.  We are worth the extra letters.
• The “Dad’s Club”.  The word “Father” is much more meaningful and signifies a more honored position in our community.
• Plural.  We adhere to the apostrophe in the name “Father’s Club”.  It’s much more than a group of fathers.  We are one body with many members.

OUR LOGO

THE STORY BEHIND THE LOGO

In 2018, the founding members began using an image of Navy Seals “locking arms” to represent the Father’s Club. One of the tests these men endure requires them to sit in the cold water and link themselves together by locking arms with one another. Through this process of locking arms, the men were able to encourage one another and add support to the entire team. This physical bonding created a special emotional bond.

The Father’s Club wanted to embody this idea and apply it to fathers. Our logo represents a modern and simplified symbol of courage using interlocking shields and locking arms to face the daily battles we endure in our lives.

When we lock arms:

• We become an unbreakable force
• We stand together against the things that attempt to destroy us
• We are able to encourage one another
• We add support to all fathers
• We create a physical and emotional bond with one another

NOTE: The logo should never be modified in any way. The Father’s Club Branding Guidelines will be the authority for all Father’s Club related communication and images.

HOW YOU CAN CONTRIBUTE TO THE SUCCESS OF OUR BRAND

Our brand is not just a logo or a tagline; it is the embodiment of who we are and what we stand for.  As an organization of fathers, we are committed to positively impacting our families, our communities, and the world.  As we embrace this opportunity, it’s essential to reflect on the profound impact we make when we put others first, strive for excellence in everything we do, live with integrity, work collaboratively, hold ourselves accountable, and lead with courage.

The members of the Father’s Club play a crucial role in the success of our brand.  Here’s how each YOU can make a significant impact:

Embodying Our Core Values

Every member of the Father’s Club has the power to bring our core values to life—whether it’s putting others first, striving for excellence, acting with integrity, working together, holding oneself accountable, or leading courageously.  By consistently demonstrating these values in daily actions and decisions, members reinforce the essence of our brand.

Consistent Communication

The way members communicate, both internally and externally, directly affects how our brand is perceived.  Consistent use of our voice and tone in emails, meetings, presentations, media, and social interactions helps build a unified brand identity.

Delivering Excellence

Excellence in every task and interaction is a key driver of the Father’s Club.  Whether it’s leading a chapter, interacting with kids and other dads, delivering a fist-bump, or engaging with the community, we need to prioritize excellence in everything we do.

Creating Positive Experiences

Every interaction with kids, dads, and members of our community is an opportunity to create a positive experience that aligns with the Father’s Club mission.  By being intentional, caring, and solution-oriented, members can turn everyday interactions into powerful moments that reinforce our brand’s commitment to making a positive impact around the world.

Leading by Example

When we lead with courage and integrity, it inspires others to follow suit.  Leadership at every level sets the tone for the Father’s Club brand identity and values.

Accountability and Integrity

Holding ourselves accountable ensures that our brand remains trustworthy and respected.  By taking responsibility for actions, maintaining transparency, and upholding our code of ethics and conduct, we can contribute to a brand that is set up for long-term success.

Acting as Brand Ambassadors

Every member of the Father’s Club is a brand ambassador.  By consistently representing our brand values in the community, on social media, and in our networks, we help extend our brand’s reach and influence.

The success of the Father’s Club is a collective effort that depends on the daily actions and decisions of every member. By embracing our core values, communicating consistently, delivering excellence, and leading with integrity, each person contributes to a brand that is not only recognized but also respected and admired.  Together, we bring our brand to life and drive the positive influence we aim to have on the world.