What is a Brand?
It is the idea, perception, expectation, and/or belief triggered by any physical, visual, or auditory interaction with an icon or associate representing an organization.
It is our Identity!
Products are Branded by the satisfaction and appeal delivered to target audiences.
Services are Branded by the quality of services delivered to target audiences.
Non-profits and Charitable Foundations are Branded by the altruistic benefit delivered to target audiences.
Personal Service Organizations are Branded by the satisfaction and appeal delivered to target audiences.
Strong Brands Differentiate by Occupying Distinctive Positions With their target audiences.
Rotarians, Rotary clubs, • and Rotary International • Are Branded by, Identified by • Who We are, • & • What We do.
Rotary’s Branding Triangle Stake-holders Rotary Club Club Associates R. I. Associates Beneficiaries Rotary International
Rotary’s Branding Triangle Stake-holders The Public The Public Rotary Club Club Associates R. I. Associates Beneficiaries Rotary International
Who are We? • & • What do We do?
Who Are We? • Who we think we are. • Who others think we are. • Who we actually are. • Who Rotary leaders at various levels think we should be.
Back to Basic Fundamentals Standard Rotary Club Constitution Rotary International Constitution
What do We do? Whatever it is must Relate to whom?
Strong Brands Differentiate Target Audiences ? Rotary Club What is distinctive about your Rotary club that would cause your target audience to be interested in becoming a stakeholder?
Strong Brands Differentiate Target Audiences ? Rotary Club ? What distinctive intellectual asset (brand promise) does your club own that delivers thoughts, feelings, and images that would cause your target audience to make the final decision to become a stakeholder?
Strong Brands Differentiate This image, this logo, should make a BRAND promise that Differentiates a Rotary club from competition seeking our stakeholders time, talent, and treasure.
The Object of Rotary is to encourage and foster the ideal of service as a basis of worthy enterprise and, in particular, to encourage and foster: FIRST. The development of acquaintance as an opportunity for service(Club Service); SECOND. High ethical standards in business and professions, the recognition of the worthiness of all useful occupations, and the dignifying of each Rotarian’s occupation as an opportunity to serve society (Vocational Service); THIRD. The application of the ideal of service in each Rotarian’s personal, business, and community life (Community Service); FOURTH. The advancement of international understanding, goodwill, and peace through a world fellowship of business and professional persons united in the ideal of service (International Service).