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| A brand is more than just a logo. It reflects your soul! |
Written by Robyn T Braley
Rotary is all about doing. And, it’s the doing that gives us meaning.
Branding is living out an inner meaning in a way that breathes life into an organization. It provides outward evidence of an internal belief system.
So, how do you define your clubs' brand in a way that's easy to understand? In short, a brand is what others think it is. This is how I explain it in my seminars.
“A brand reflects the soul of an organization. It communicates vision, values and principles. Brands work from the inside out to connect with customers at an emotional level.”
Our Rotary motto is, “Service above
Self.” That implies action; doing whatever it takes to help those who need it
wherever they are and whoever they may be. It is about providing value by
making promises and keeping them. Rotarians are committed to making a
difference by helping others with no expectation of return.
What You Are Known For
As for a belief system, The Four Way Test pretty
well says it. Herbert J. Taylor was asked to take over leadership of a bankrupt company.
The company had failed because of serial dishonesty and broken promises to
customers.
Taylor searched for an
ethics statement that would signal the new direction the company was taking. He
believed that if employees “would think right, they would do right.” He crafted the
statement below and later saw it adopted by Rotary International when he became
president. Read more It begins, “In all
we say and do…”
1. Is it the
TRUTH?
2. Is it FAIR
to all concerned?
3. Will it
build GOODWILL and BETTER FRIENDSHIPS?
4. Will it be
BENEFICIAL to all concerned?
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| Rotarians do media event promoting fund raising for projects. |
A Promise is a Promise
An effective brand makes a promise that people served can believe
in. It communicates who you are, what you stand for, and the unique promise you
deliver on.
To build your
club’s brand, it is helpful to know what others understand it to be. What is the promise you make to those you serve?
What do people in your community think and say about your club? The worst indictment would be that they don’t think or say anything! They may know you exist but not much more.
What do people in your community think and say about your club? The worst indictment would be that they don’t think or say anything! They may know you exist but not much more.
When you think about it, successful brands are
built around a central idea that is compelling and offer real and perceived value to all stakeholders. A distinctive brand positions an
organization and gives it a competitive edge.
The global Rotary brand would not be possible without a
network of strong local brands which are each unique in their own
way. Peter Lougheed, a great Canadian political leader promoted the motto, ‘Think
globally but act locally.’
I feel that works for Rotary. The strength of local clubs provide the human, financial, logistical, creative and practical resources needed to serve internationally.
I feel that works for Rotary. The strength of local clubs provide the human, financial, logistical, creative and practical resources needed to serve internationally.
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| Rotarian Terry Felton shows pic to family in Guatemala |
Soul to Soul
The process of branding is connecting
emotionally with those we serve. We do that. Hundreds of typical Rotary projects qualify as providing a quality experience for our customers by making their lives better. I'll wager your club does at least one of these.
- Eradicating polio, feeding the hungry
- Building houses for the poorest of poor
- Building schools for the poorest of the poor
- Starting micro-credit projects
- Mentoring at-risk youth
- Supporting shelters for victims of domestic violence
- Helping young women leave the street life
- Supporting addictions recovery programs
- Installing water filters in developing nations
- Building parks
- Supporting pretty well anything connected with youth and families
A Great Brand
Whether you are a not-for-profit, small business, large company or a lone wolf entrepreneur, great branding is about telling your story in a way that compels customers to buy what you are selling. For Rotary, translate that into;- Attracting new members
- Appealing to funding partners
- Gaining project sponsors
- Communicating through the media
- Generating government and other support for a project
Marketing tools help spread the
word, but the core is always the quality experience provided to people served. Logos,
corporate colors, media relations, websites, social media, quality programs,
types of service projects, signs – are how we put an outward face on the inner Rotary 'soul.'
Building your clubs' brand may require
innovative thinking. In fact, sometimes it requires more than just thinking outside of
the box. It may require thinking as if there is no box.
Other posts in the Building the Rotary Brand series provide
tips for raising awareness and promoting your club. Defining your club’s brand is
a starting place that will point you in directions you need to go to grow.
Brand Audit
Write a two
sentence answer to each of these questions. Forming them into a final document
will provide a brand analysis of your club.
1.
What
is the first impression visitors have of your meetings? Do they feel your club is
inclusive or exclusive?
2.
Is
your club “up,” fun loving, and positive or a collection of Debby and Donnie
Downers?
3.
Is
your club drawn to big ideas? Do members say “How can we” or “We can’t?”
4.
Does
your meeting location accurately reflect your club’s real or perceived brand?
5.
Do
your programs inspire members to higher levels of professional and personal growth
and service?
6.
How
would you rate the community’s awareness level of your club? (1-10)
7.
Do
your members have a marketing mind-set? Are they satisfied with the status quo?
8.
Do
members feel attracting new members is an ongoing process or an annual “project?”
9.
Are service
projects chosen because of member passion for the cause or convenience?
10. Do your members serve because they can or because they have
to?Robyn Braley is a marketing specialist, keynote speaker and writer. He is also a Rotarian who is passionate about Building the Rotary Brand. Robyn has led two teams that received the Rotary International PR Award. He has also served as the PR Chair for District 5360.
Contact Robyn
Relevant Posts on this Blog
Relevant blogs written by Robyn T. Braley
How to Grow Your Brand in Uncertain Times
How to Build a Multi-Million Dollar Brand
Make Principles and Values the Foundation of Your Brand
Rebranding the Pig and the Cow
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