ALA Academy: learn how to be a branding advocate for the ALA

Posted On: Sunday, 03 February 2019

Brand and branding are more than proper use of our emblem and logos. It is our reputation based on our behavior while serving our mission.

Branding is more than just wearing American Legion Auxiliary apparel and pins.

Branding is about the opinion people form of the Auxiliary based on the experience they have when interacting with you. When people enjoy their experience interacting with you, they want to join or support the ALA. THAT is building brand loyalty. How the public experiences us constitutes how they view the Auxiliary as a brand.

North Carolina members

North Carolina members are well branded with their vests and signs, easily showing the community who they are.

The ALA brand is not what we tell people; it is what people tell each other about us based on their experiences with members.

In the newest ALA Academy course, Branding and Why it Matters to Me, the course covers a handful of objectives:

  • How to build brand loyalty through living our motto: Service Not Self, for God and Country.
  • Branding involves not only proper use of our emblem and trademarks, but also living our brand promise to deliver our mission in a positive way.
  • The importance of the ALA brand and why building brand loyalty is critical to our future.

The course includes a sample of the ALA Branding Game, a fun and interactive activity that helps get members to better understand brands and why Auxiliary branding matters to both current and future members.

ALA Academy Banner

The ALA Academy has a handful of classes to help you!

The brands for the organizations featured in the game each spend millions of dollars to build awareness through a consistent look and consistent message. While we do not have millions of dollars to raise awareness about the ALA brand, we do have countless opportunities for word-of-mouth awareness. Every day, hundreds of thousands of Auxiliary members in communities across the country represent the Auxiliary brand by how they look and how they act.

To see an extended version of the branding game, check out the ALA website at The game can be played by individuals, units, or departments.

The American Legion Auxiliary Academy launched in May 2017. It is a free, professionally developed online training program that was created as an initiative from the ALA Centennial Strategic Plan to help us achieve our five goals. The academy allows for self-paced learning, peer sharing, peer mentoring, and opportunities for ongoing training.

It is designed for both new and seasoned Auxiliary members. For new members, it will give participants a chance to learn even more about the organization at their own pace; for seasoned members, the courses are a good refresher.

In addition to this newest course, there are other ALA Academy courses also available:

  • ALA 101
  • Communication Methods 201
  • ALA Leadership: Living our Motto of Service Not Self
  • Establishing an ALA Culture of Goodwill

The courses don’t have to be completed all at once. You can complete them at your own pace and at your own convenience.

To learn more, visit, log in, and get started!

ALA Flashmob

A flash mob of American Legion Family members wear shirts with the ALA emblem displayed on the front.

ALA Mission

In the spirit of Service, Not Self, the mission of the American Legion Auxiliary is to support The American Legion and to honor the sacrifice of those who serve by enhancing the lives of our veterans, military, and their families, both at home and abroad. For God and Country, we advocate for veterans, educate our citizens, mentor youth, and promote patriotism, good citizenship, peace and security.