At Rotary, we’re people of action. Rolling up our sleeves on projects and working alongside our partners to make an enduring impact on people’s lives.
This Brand Playbook will walk you through the process of updating the brand of Rotary within your local community and your club. This playbook will give you step by step instructions to implement key aspects of the Rotary Brand assets.
In today’s world, a compelling brand is one of the keys to success for businesses and other organizations. Rotary is taking our rebranding effort seriously, as a way to create more awareness of Rotary, help us attract new members, to share our relevance and to expand our impact. In fact, this rebranding is called the Initiative to Strengthen Rotary!
So what is brand, and how do we build a strong brand for our Rotary Club? When we talk about brand, you might expect to see the logo for Starbucks or for Nike or for Coca Cola. These are examples of organizations that have built very strong branding. In fact, you probably got a visual image of their logo or feeling about their products just by hearing these the company names. The strongest brands have a clear image and create an emotional connection. An emotional connection that results in attraction, trust, loyalty.
So what do you think about when you hear “Rotary”?
The Wheel! Of course. But the problem is that the majority of people do not know our wheel. Research by Rotary has shown that in fact, 4 out of 10 people have never heard of Rotary, another 4 had heard of our name only, and 2 of the 10 knew something about Rotary, although not always accurate or factual.
When you think of Rotary, in addition to the wheel … Do you also think about your friends in Rotary? … How you feel when you are greeted at a Rotary Club’s meeting or event? … How you felt when you handed a Dictionary to a child?
This is all part of our Club’s Rotary Brand and the experience people have when they come into contact with the brand.