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Our Logo and A key part of Rotary's Visual Identity
Famous Logos What are their Brands?
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The Development of the Rotary Logo |
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"If we are actively participating in Rotary club activities, Rotary will work fine and its image will be fine,
but if we are passive and inactive, we have the image we deserve."
Rolf J. V. Klarich, RI President 1980-81
Rotary Convention, Sao Paulo, Brazil, 1981
"An image is not simply a trademark, a design, a slogan or an easily remembered picture.
It is a studiously crafted personality profile of an individual, institution, corporation, product or service."
Daniel J. Boorstin
"A brand for a company is like a reputation for a person. You earn
reputation
by
trying to do hard things well."
Jeff Bezos, Founder, Amazon.com |
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 Online Course "Brand and Rotary"
Rotary's brand resides within the hearts and minds of Rotary members and in the members of the community. It is the sum total of their experiences and perceptions of Rotary, some of which you can influence, and some you cannot. This course is developed by APDG Nancy Gilbert. Nancy has extensive experience in marketing communications and brand.
A strong brand is invaluable. It is important to spend time investing in researching, defining, and building our brand. After all our brand is the source of a promise to our members and to the communities we serve.
Brand and Rotary is a course about brand. Rather than focus on academic theory, the course takes a wide viewpoint. The course first gives an overview of the current theory and ideas related to brand and brand building strategies. In the second part of the course a draft brand strategy for Rotary is put forward.
Each section of the course has a set of slides and accompanying audio files.
 Your comments on the brand strategy for Rotary would be appreciated. Please click on the link at the bottom of this page.
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The Definition of Brand
Brands were originally developed as labels of ownership: name, term, design, symbol. However, today it is what they do for people that matters much more, how they reflect and engage them, how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets, and indeed become the organization's most valuable assets.
Wikipedia
Any brand is a set of perceptions and images that represent an organization, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced. Importantly, brands enable a person to easily identify what an organization like Rotary stands for. Brands are generally developed over time through: |
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Advertisements containing consistent messaging
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Recommendations from friends, family members or colleagues
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Interactions with an organization and its members or its representatives
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Real-life experiences using a product or service (generally considered the most important element of establishing a brand)
Once developed, brands provide an umbrella under which many different services can be offered--providing an organization tremendous leverage and strategic advantage in generating awareness of their offerings in the marketplace. |
Overview of the Brand A presentation developed by PDG Nancy Gilbert. The following slide presentation goes with each of the audio files in the next section.
The following are the audio files to accompany the slide presentation "An Introduction to Brand." Each file is numbered to correspond to a slide, there is not an audio file for every slide. The audio files present the basics of brand and how to build an effective brand for better recognition and a focused organization. These are short presentations in an MP3 format. The files are small for easy downloading. |
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"An Introduction to Brand" By PDG Nancy Gilbert
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Nancy joined Rotary in 1994 after her eldest daughter left for Germany as a RYE student. She was club president in 1999-2000, GSE team leader to eastern India in 2002, and District Governor of D7810 in 2003-04. In 2005 she and her husband Paul moved to Montreal where she was a member of the Rotary club of Westmount, then in September 2007, the family moved to Toronto. Nancy is now a member of the Parkdale-High Park club. The Gilbert's seven children (5 of whom participated in the long-term RYE) have all grown up, so Nancy and Paul are getting used to being empty-nesters! A lawyer by profession, Nancy has worked in the area of brand and marketing since 1993. |
PDG Nancy Gilbert |
A Draft Brand Strategy for Rotary
This slide show is outlines a strategy to develop a brand for Rotary. Each slide is accompanied by an audio file explaining the idea and concept of the development of a Rotary brand.
The following are the audio files to accompany the slide presentation "A draft brand strategy for Rotary." Each file is numbered to correspond to a slide. The audio files present the basics of brand and how to build an effective brand for better recognition and a focused organization. These are short presentations in an MP3 format. The files are small for easy downloading.
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Your comments, feedback, ideas and views a brand strategy Rotary would be appreciated. To leave a comment and engage in an online discussion please
CLICK HERE
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