The Brand Balancing Act: 6 Common Challenges for Greek Organizations—And How to Solve Them

Push10’s Sabrina Pfautz and Lisa Lloyd, and Kappa Delta’s Ashley Kwatinetz recently presented “The Brand Balancing Act” at the 2025 Fraternity Communications Association (FCA) Conference—an energizing breakout session tackling one big question: How can Greek organizations build brands that stand out, feel authentic, and stay aligned from chapter to chapter?

In case you missed it, we’re breaking down the six key takeaways below. And if you want to dive deeper, you can download the full presentation at the end of this post.

1. We’re blending in.

Your org may be mission-driven, but does your brand actually stand apart? If you could swap your name with another chapter’s, and no one would notice… it’s time for a reset.

The Fix: Start with the 4Cs—Culture, Competition, Company, and Consumers. Then craft a bold brand idea and anthem that sparks emotional connection and reinforces what makes your organization distinct.

2. Our brand sounds great—but it doesn’t feel real.

It’s one thing to have a polished mission statement. It’s another to have members who feel those values day-to-day.

The Fix: Pressure-test your values internally. Bridge the gap between what’s written and what’s lived, so your messaging is as authentic as it is aspirational.

3. We want to reach Gen Z—but not alienate alumnae.

Modernize too much, and your legacy members might not recognize you. Don’t modernize, and you risk losing touch with future generations.

The Fix: Develop emotional audience personas, then tailor your brand voice and storytelling to speak to multiple generations—without diluting your identity.

4. Our visual brand is feeling stale.

That crest might mean everything to your founding members—but if the look hasn’t evolved in decades, your brand may be saying “dated” more than “timeless.”

The Fix: Refresh your visuals with reverence. Keep the symbols that matter but express them through a modern, scalable design system.

5. We can’t control what chapters post.

Style guides are only helpful if they’re actually used—and let’s face it, most members aren’t flipping through a PDF before they hit “post.”

The Fix: Empower instead of restrict. Co-create flexible, chapter-friendly brand kits with deep assets that make it easy to stay on-brand, not hard.

6. Our website is dense and uninspiring.

If your homepage reads like a policy manual, your visitors are probably bouncing before they find what they need—or connect with your mission.

The Fix: Treat your site as a brand experience, not a bulletin board. Audit your content, identify key user journeys, and keep the internal docs internal.

Proud Moments & Big Wins

We left the conference feeling especially proud of our client, Kappa Delta, whose award-winning website and marketing efforts continue to raise the bar. (Lisa Lloyd, their Push10 account manager, may or may not have transformed into their unofficial event photographer during the awards ceremony.) We can’t wait to bring more Greek org work to life—and we’ll see you next year in Louisville!