Lessons in Branding at the John D. O’Bryant African American Institute
One Saturday morning last month, The John D O’Bryant African American Institute hosted its second annual Black Student Organization Retreat, an event that helps all Northeastern University Black student-operated organizations access the resources and tools needed to excel on campus. Additionally, the event hopes to inspire and guide student leaders by helping them develop the skills necessary to thrive in their elected positions. The BSO Retreat consisted of a series of workshops, team-building exercises, and network activities.
Denise Reid MBA, CPS Associate Director of Communications, Social Media, and Brand Management and Double Husky (Master’s in Business Administration, 2023), hosted a workshop centered on effective marketing and communication as part of the event. Reid, who also owns Purple Mango Company, a boutique marketing agency providing marketing strategy, content development, communications, campaign planning, social media strategy, and website development services for small and mid-sized businesses, provided professional guidance on how students can access marketing tools readily available to all students. She also facilitated a workshop that reviewed big brand strategies and then had students simulate a real-world brand strategy.
“I reviewed real corporate and professional practices that well-known companies employ in their brand and marketing strategy and distilled that in a format that made the approach relatable. I loved working with the students; they were so motivated, engaging and really eager to understand branding and marketing. It was inspiring to see the future leaders of tomorrow.”, she said.
Reid’s dual perspective as both a university administrator and business owner brought practical, real-world insights to the workshop. Students learned not only theoretical concepts but also how these strategies are actually implemented in professional settings.
The John D. O’Bryant African-American Institute, as a part of student affairs, has positioned itself within Northeastern to play a significant role in supporting African-American students and providing services and programs to increase opportunities for academic success, civic engagement, and social inspiration.
“The institute is a home away from home for our black students. It’s a big part of their student affairs experience and I think hosting this retreat really helps them feel understood and supported. It helps to set their confidence for success during their time at the university.”
-Denise Reid, CPS Associate Director of Communications, Social Media, and Brand Management
“A lot of the students didn’t know about the resources they already have just by being enrolled here, like the branding center, or like just through their email account they can access basic Canva and Adobe to create their designs, posters, flyers, and more. So that’s an immediate value to them.”, she said.
For Reid, participating in the retreat held special personal significance. “I know that when I was a student, the Institute was so helpful to me, and I’m so happy to come full circle and help continue its tradition.”
The workshop equipped student leaders with both practical branding skills and knowledge of available resources, tools they can use to strengthen their organizations and enhance their leadership capabilities throughout their time at Northeastern.
For any student who wants to connect with a Northeastern student organization, visit Student Life.
