Rotary is about doing. And it’s doing that gives Rotarians meaning.
The challenge often comes when explaining Rotary to someone with little knowledge about the organization. There are many layers to consider when describing what Rotary is, who Rotarians are, and what we do.
What’s My Brand?
Before you can explain any brand, you must understand what it is. What is a brand? A brand is what others think it is. It doesn’t matter what you or other members of your club think it is.
What do people in your community think and say about your club? The greatest indictment would be that they don’t think or say anything! They may know your club exists but not much more.
High Trust Relationships
In the post-COVID world, shrinking membership is a reality for many clubs.
Branding Rotary is about establishing relationships that become friendships. If relationships are the core of the Rotary brand, what can we do differently to reverse the trend? We must ask the obvious questions.
- Why would prospective members join your club?
- Why will they stay?
- Why do some leave?
Branding 101
When you think about it, successful brands are built around a compelling idea that offers real value. A distinctive brand positions an organization using a unique set of characteristics that expand on that idea.
In the collective sense, branding is the process of living out an inner meaning in a way that breathes life into an organization. It provides outward evidence of an internal belief system.
In other words, 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.
In other words, 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.
An effective brand makes a promise that people and communities served can believe in. It communicates who you are, what you stand for, and the unique promise you deliver.
Core Values
As a belief system, The Four-Way Test pretty much says it all. The fact that it stands up as well in today’s digital world as when it was first created is a testimony to its clarity and meaning. There is no doubt about what it says.
To fully understand its relevance, reviewing why it was created helps us understand the power of the words.
A company called Club Aluminum Products (CAP) was about to declare bankruptcy. In desperation, the board searched for a new leader who could perform corporate miracles.
They found Herbert J. Taylor, a young leader on the fast-track to success. He’d received offers from other companies, and his friends told him he was nuts to accept this one. Despite their warnings, Herbert accepted the invitation to become President and C.E.O.
CAP had failed because of the unethical behaviour and lack of standards of it’s executive team. Their example trickled down to its employees, who left a trail of broken promises to its customers. Herbert Taylor Bio
Right Thinking
Herbert knew he needed to change the culture of the company radically. He believed that if employees ‘would think right, they would do right.’
He began crafting an ethics statement that would be easy to understand by employees and customers alike. It had to signal a radical change in a no-nonsense way. The attitudinal shift would be the foundation of the company's new reputation would be built on. Click for Full Story
The Four Way Test
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?
Consider the Brilliance
I have written many TV and radio commercials. One of the most difficult assignments is to write a 30 or 60 second ad that communicates the client’s brand while motivating listeners to buy, think, change, go, come, or do whatever you want them to do.
I voiced the Four Way test while writing this as a point of interest. The 24 words take 10 seconds to perform with a slow read. That’s it!
It is little wonder that Rotary adopted it in 1943. Herbert Taylor later served as the 44th President of Rotary International in 1954 - 1955.
Our Motto
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.
The ideal of service is making a difference with no expectation of return. That sums up our brand.
Local Power
The global brand would not be possible without a network of strong club brands which are each unique in their own way. Peter Lougheed, a great Canadian political leader had the motto, ‘Think globally but act locally.’
I feel that works for Rotary. The strength of local clubs provides the human, financial, logistical, creative, and practical resources needed to serve locally and internationally.
I feel that works for Rotary. The strength of local clubs provides the human, financial, logistical, creative, and practical resources needed to serve locally and internationally.
Soul to Soul
Our brand is defined by what we do. If branding is a process of connecting emotionally with those we serve, we do that. We make the lives of others better.
- Eradicating polio
- Feeding the hungry
- Building houses for the poorest of the poor
- Building schools for the uneducated
- Supporting micro-finance projects
- Mentoring at-risk youth
- Supporting shelters for victims of domestic violence
- Helping young women leave the street life
- Supporting addiction recovery programs
- Installing water filters in developing nations
- Building parks
- Supporting pretty well anything connected with youth and families
Defining your club’s brand is a starting place that will point you in the direction you need to go to grow. Building your club’s 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.
Telling Your Story
I’ve described the inner workings of defining a brand. Next comes the process of telling stories in a way that compels listeners to take some kind of action. 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
The Tool Box
You’ll notice I haven’t written about logos, corporate colors, media relations, websites, social media, speaker programs, types of service projects, signs or any other marketing tool.
That comes later. The outer elements are how we put an outward face on the inner Rotary 'soul.' Marketing tools help spread the word, but the core is always the quality experience provided to people served.
Brand Audit
Write a two-sentence answer to each of these questions. Writing them into a final document will provide a brand analysis of your club.
- What is the first impression visitors have of your meetings? Do visitors feel your club is inclusive or exclusive?
- Is your club “up,” fun-loving, positive, or a collection of Debby and Donnie Downers?
- Is your club drawn to big ideas? Do members say “How can we” or “We can’t?”
- Does your meeting location accurately reflect your club’s real or perceived brand?
- Does your speaker programs inspire members to higher levels of professional growth, personal development, and ways to serve?
- How would you rate the community’s awareness level of your club? (1-10)
- Do your members have a marketing mind-set? Do they want to grow? Are they satisfied with the status quo?
- Do members feel attracting new members is an everyday process or an annual fall campaign?
- Are service projects chosen because of members' passion for the cause or for convenience?
- Are projects realistic in size and scope based on the availability and capacity of club members?
The End
Robyn is a Rotarian, brand specialist, writer, and speaker. Building the Rotary Brand is published by the District 5360 Learning Committee. Each month, we'll share ideas and tips for growing your local club. Contact Robyn Braley