Society brand efforts coming together to engage, energize, and inspire
Look for a member survey in the coming days.
If you asked a roomful of barbershop singers from across the world how they would describe the brand of the Barbershop Harmony Society, you’d (hopefully) hear a lot of similarities. You’d also hear differences, based on personal experiences and what an individual wants the Society to be.
That same situation would occur if talking with Society Board members, staff, chorus members and directors, or quartet members — all of whom come from varied backgrounds, with varied demographics and views.
And yet, as a global organization that’s changing lives and communities with fresh momentum, the Society needs an overarching brand that connects all barbershop singers above and beyond their differences.
Formalizing the BHS brand has been on the radar for more than a year. Interim CEO Steve Denino, staff members and about three dozen barbershop representatives have been engaged this summer and fall with the brand experts at The Storyhaus Agency. Such shared insights from across the Society, including from an upcoming member survey, will lead to an official BHS brand promise.
“Good branding will engage all of us — all barbershop singers, everywhere. It will mobilize us and inspire further commitment and care among all of our members and communities,” Denino said.
“A cohesive brand will unite us around a shared love for barbershop,” he said. “Knowing who we are, collectively, is essential as the Barbershop Harmony Society achieves a level of energy and growth beyond what we’ve seen in more than a decade,” he said.
By the end of this year, StoryHaus will present recommendations, including a brand positioning statement that will become the foundation for messaging and creative work going forward. Work also will be underway on ways to leverage the brand among BHS members and use it to expand barbershop singing.
Their work, in the form of a brand package, is expected to be voted on by the Society Board during its meeting at the 2025 Midwinter Convention in San Antonio, January 28 through February 2.
“This work is an opportunity to clarify who the Society is as an organization and why it exists,” Denino said. “Ultimately, the BHS brand will forge common ground and united momentum, building on the unique identities of individual singing communities. It’s about being a part of something bigger than ourselves. It’s about the impact of barbershop across the world.”
StoryHaus will send a short, eight-question survey in the next few days to all BHS members. It is designed to gather thoughts, sentiments, and traits for consideration in the brand development process.