Define Your Lodge
Marketing gets much easier when you can explain who your Lodge is in plain language.
The Goal
When you finish this step, you should have a short, consistent description of your Lodge and a clear sense of the stories worth telling.
Start With Six Questions
| Question | What to Write Down |
|---|---|
| WHO? | Your Lodge name and the people/community it serves. |
| WHAT? | What kind of Lodge are you? What activities, traditions or causes stand out? |
| WHEN? | When was the Lodge chartered, and what parts of its history matter today? |
| WHERE? | Where are you located, and how are you connected to that community? |
| WHY? | Why does the Lodge exist beyond holding meetings? Brotherhood, growth, service, tradition? |
| HOW? | How do those values show up in real life through events, charity, education and fellowship? |
Fill In Your Lodge Snapshot
Lodge name: ______________________________________________
City / community: __________________________________________
Charter year: ______________________________________________
Charities / causes: __________________________________________
Three things we want people to know about us:
- ________________________________________________________
- ________________________________________________________
- ________________________________________________________
Example Positioning
Blendon 339 in Westerville, Ohio is a community rooted in Masonic traditions of brotherhood, personal growth and charitable service. The Lodge is part of its local community through fellowship, education, events and charitable work. We do not need to chase people for membership. We need to make our values and our work visible so people who share those values can find us and learn more.
Know Who You Are Talking To
A Lodge does not have one audience. The same story may need to be explained differently depending on who is listening.
| Audience | What They Usually Need |
|---|---|
| Current Members | Clear information, reasons to stay involved, reminders, recognition and a sense of connection. |
| Local Community | Proof that the Lodge is active, useful, approachable and part of the community. |
| Interested Non-Masons | A simple explanation of who you are, what Freemasonry values and how to learn more without pressure. |
Protect Your Name and Voice
Choose the public name you want people to recognize and use it consistently. If the Lodge is “Blendon 339,” do not alternate between several variations unless there is a real reason. Consistency helps people recognize, search for and remember you.
- Use the same name on the website, Facebook, Instagram, Google and event materials.
- Use a consistent logo or square-and-compasses treatment where appropriate.
- Write like a real Lodge, not a corporation. Clear, welcoming and straightforward beats marketing jargon.
- Do not claim things that are not true simply because they sound impressive. Authenticity is the point.
| OUTPUT FROM THIS STEP A short Lodge description, three to five core themes you can talk about repeatedly, and a clear idea of your three main audiences. |
| NEXT STEP Continue to Build Your Strategy & Plan. You now know what you want people to understand; next decide what you want your communications to accomplish. |
Previous: Get Your Lodge Ready | Next: Build Your Strategy & Plan