Building Rotary s Brand Strategy Take-with Book. As of April 16, 2012

Transcription

1 Building Rotary s Brand Strategy Take-with Book As of April 16, 2012

2 How to use this book Use other book (workbook) to write all your notes on the essence statements. Use this book for reference during breakout sessions and after the meeting to share draft concepts. 2

3 Table of contents + About brand 4 + Building Rotary s brand strategy 10 + Voice 12 + Values 17 + Essence statements 21 + Bringing brand strategy to life 29 + What s next 38 3

4 About brand 4

5 A brand is A discipline for the way an organization thinks, acts and communicates. A sum of an organization s parts. A promise to deliver. 5

6 Brand strategy serves as a lens for the way we think, act and communicate Voice Values Essence 6

7 Building blocks of the brand strategy VOICE VALUES ESSENCE Our expression Our beliefs Our reason for being 7

8 Brand strategy example: Mini knows how to embrace fun Mini s voice is + Feisty + Playful + Energetic Mini s values are + Fun + Legacy + Individuality + Performance Mini s essence is + Delivering a fun, fresh driving experience that s distinctly you 8

9 Brand strategy example: Nike strives for authentic athletic performance Nike s voice is + Driven + Inspiring + Authentic Nike s values are + The infinite potential of people + Athletic performance and achievement + Diversity that inspires innovation Nike s essence is + Empowering athletes regardless of age, ability and interest to reach their potential 9

10 Building Rotary s brand strategy 10

11 Building blocks of the brand strategy VOICE VALUES ESSENCE Our expression Our beliefs Our reason for being 11

12 Building blocks of the brand strategy VOICE VALUES ESSENCE Our expression + What we say + How we say it + How we look 12

13 Our voice Smart We look at problems from different angles and apply our expertise to solve social issues in ways others cannot. Our communications are insightful and discerning. We sound: Knowledgeable Perceptive Confident But not: Obscure Disconnected Arrogant 13

14 Our voice Compassionate Tackling the world s toughest challenges requires empathy. Our communications champion real people, stories and conversations that are relatable and universal. We sound: Thoughtful Sincere Engaging But not: Lofty Sentimental Weak 14

15 Our voice Tenacious We are relentless in our pursuit of lasting solutions to systemic problems at home and abroad. Our communications express our perseverance when we speak with clarity and conviction. We sound: Bold Purposeful Courageous But not: Reckless Close-minded Stubborn 15

16 Our voice Inspiring Motivated by the enduring connections and positive change we bring to communities and the world, we encourage others to take action. Our communications convey hope, enthusiasm and passion. We sound: Upbeat Hopeful Visionary But not: Hyper Zealous Impractical 16

17 Building blocks of the brand strategy VOICE VALUES ESSENCE Our beliefs + What we do + How we act 17

18 Consistent themes in our guiding principles* Fellowship and Global Understanding Ethics and Integrity Diversity Vocational Expertise, Service and Leadership *The Object of Rotary; Avenues of Service; The Four-Way Test; Mission; Diversity and Rotary; Core Values 18

19 Activated values (in our voice) Fellowship and Global Understanding We build lifelong relationships. Ethics and Integrity We do what s right. Diversity Vocational Expertise, Service and Leadership We connect diverse perspectives. We apply our leadership and expertise to solve social issues. 19

20 Activated values (defined) We build lifelong relationships. When we join Rotary, we become part of something bigger than ourselves. Beyond enriching our own lives, the relationships we build foster understanding across communities and cultures around the globe. We do what s right. We embody integrity in Rotary, in business and in all areas of life. We set a positive example for our peers, families and communities. We connect diverse perspectives. Like the communities in which we live, we represent different cultures and points-of-view. By uniting diverse perspectives, we see the world differently. We apply our leadership and expertise to solve social issues. As leaders from a broad range of professions, we re committed to creating sustainable solutions for our communities and persevere to see them through. 20

21 Building blocks of the brand strategy VOICE VALUES ESSENCE Our reason for being + What we stand for + How we re different + Why it matters 21

22 Research uncovered three ways to lead our story Distinct Approach Personal Connection Measurable Impact Note: EyeOpener research uncovered the above motivators for giving time and/or money 22

23 Direction 1: Distinct approach 23

24 Draft direction 1: Distinct approach Rotarians are innovators, problem-solvers, entrepreneurs and leaders. Above all, we re friends united by a sense of responsibility to improve the communities in which we live. We come from many cultures, many disciplines and many businesses. These differences allow us to make a difference. Tenacious in our resolve, we take on the world s greatest challenges, tireless in our search for enduring solutions. Shake the hand of one Rotarian and you are well within reach of over a million more. Together, we re working to enrich youth, ensure health, develop communities and promote peace. 24

25 Direction 2: Personal connection 25

26 Draft direction 2: Personal connection When a Rotarian extends a hand, more than a million more are well within reach working tirelessly to better each other, our communities and the world. As a global community of leaders, we connect every day to enrich youth, ensure health, advance communities and promote peace around the world. Together, we apply our talents and expertise for the common good, determined to do what is right even when it s not easy. Motivated by the enduring friendships we make and the positive change we create, we inspire others to take action in their communities around the globe. 26

27 Direction 3: Measurable impact 27

28 Draft direction 3: Measurable impact For more than a century, innovators, problem-solvers and entrepreneurs have joined together as Rotarians to create lasting change in communities around the world. As a global network of leaders, we apply our expertise to solve the world s most pressing challenges. United by our compassion and tenacious in our resolve, we work tirelessly to enrich youth, improve communities, enhance health and promote peace. One Rotarian can change a community. Connect more than a million, and we can change the world. 28

29 Bringing the brand strategy to life (sample applications) 29

30 Our brand strategy will serve as a lens for the way we think, act and communicate Voice Values Essence 30

31 Voice Values Essence 31

32 Membership brochures (sample application only) Today: How I join Tomorrow: Why I join 32

33 Membership brochures Has a clear call-to-action Voice is inspiring and smart Balances local and global Speaks to the intersection of business and service Imagery is compassionate, relatable and conveys human connections (sample application only) 33

34 Fundraising pamphlets (sample application only) Today: How I give Tomorrow: Why I give 34

35 Fundraising pamphlets Is tenacious and inspiring Demonstrates Rotary s collective impact Focuses on the why Imagery is relatable, emotional and focuses on impact (sample application only) 35

36 Progress reports (sample application only) Today: Input Tomorrow: Outcome 36

37 Progress reports Champions real people and stories Imagery balances smart with compassionate Translates inputs into impact Demonstrates transparency, reinforcing our value, we do what s right (sample application only) 37

38 What s next While this is a work-in-progress, please feel free to share the contents of this book during your conversations. We ll reconvene in October to share research results and finalize the brand strategy. 38

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