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Vppr roman-phoenix toronto toastmasters 16 july2012
 

Vppr roman-phoenix toronto toastmasters 16 july2012

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Roman Smolak led a training session for new VP PR Toastmasters on 16July 2012.

Roman Smolak led a training session for new VP PR Toastmasters on 16July 2012.

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  • Before we get into specific details about the Toastmasters positioning, lets discuss what branding involves. Most of the time when people hear the word branding they think of logos. Although a logo is a part of the brand it is only a part of an organizations brand. A brand is the essence of an organization or a product. A brand encompasses many things: Color Images Logo Personality (the words we use, the tone we set) It’s who we are and what benefit we offer, personified So what is the definition of a brand?
  • Before we get into specific details about the Toastmasters positioning, lets discuss what branding involves. Most of the time when people hear the word branding they think of logos. Although a logo is a part of the brand it is only a part of an organizations brand. A brand is the essence of an organization or a product. A brand encompasses many things: Color Images Logo Personality (the words we use, the tone we set) It’s who we are and what benefit we offer, personified So what is the definition of a brand?
  • Before we get into specific details about the Toastmasters positioning, lets discuss what branding involves. Most of the time when people hear the word branding they think of logos. Although a logo is a part of the brand it is only a part of an organizations brand. A brand is the essence of an organization or a product. A brand encompasses many things: Color Images Logo Personality (the words we use, the tone we set) It’s who we are and what benefit we offer, personified So what is the definition of a brand?
  • A brand is an exclusive and desirable idea embodied in products, places, services, people and experiences. When we say exclusive and desirable idea – it truly means that the brand of an organization is exclusive and people have a desire to attain that brand. In Toastmasters we all know that the organization is unique – however it’s not easy to describe. We need a story to tell about this organization, and the brand refresh gives us this story. Think about the people we are trying to engage in Toastmasters – they vary in many different ways. Having one consistent position will help us to adapt our messaging to these varied audiences. You can also see in this definition that a brand is embodied in products, places, services, people and experiences. Sometimes when we think of branding we instantly think of a tangible product however it involves much more. Think about Hollywood, Disney World, consulting businesses, your favorite actor or actress – these all have very distinct brands that are exclusive to what they provide. Now the second half of the definition is: a great brand has the power to change perception, influence preference and command loyalty. All great brands have changed people’s perceptions – they alter how people think of them. Think of Starbucks. Do you think they have the best tasting cup of coffee? Not necessarily, but we’re buying the experience as much as we are the cup of coffee. If people prefer us, they join us. People interested in self-improvement won’t just go to any speaking and leadership organization; they’ll go to Toastmasters. If we all work hard to unite the Toastmasters brand, our organization will position itself in a way where it can truly achieve its mission.
  • While the mission of Toastmasters International is in part to, “continually expand its worldwide network of member clubs, thereby offering ever-greater numbers of people the opportunity to benefit from its programs,” the varying public's perceptions of the organization impede the clubs’ and districts’ ability to be successful. This image shows the Toastmasters’ communication channel. Here, you see how the flow of messages are sent. Toastmasters International sets the positioning and messaging. Those messages are delivered to the districts to deliver to the clubs. The club perception of Toastmasters impacts the individual member more than any other link in the channel. For organizations that are in control and on-brand at all times, the understanding of its mission, benefits and culture is consistent throughout the entire audience channel. However, for this to happen, there must be continuity in look, feel, message, tone and context. In an organization that is on-brand, the message will remain the same throughout the channels. Top to bottom – left to right. Let me show you an illustration of this perception problem:
  • Here is what the research told us. What do you see here? If you look from top to bottom, does it look like all of these logos represent one organization? This sampling of district and club logos says it all. The Toastmasters brand is lost. How is a member or prospective member expected to identify with the global brand and have a shared perception of the organization without continuity? All of these logos can be found in a simple Google search. Consider how confusing this must be for prospective members looking to find a Toastmasters club to join. Club and district individuality is an important part of what drives our membership and member retention. However, it’s the expression of that individuality that creates confusion and breaks the brand. There have been many requests for global advertising, as a means to help districts and clubs increase membership. Today, an advertising campaign would fail because of the inconsistency. If you look at the different banners, you’ll see that only one actually uses the logo. And three don’t mention Toastmasters at all. How can we advertise for those clubs? Also notice how few of these logos actually say Toastmasters at all. The result is confusion. And it hurts our volunteer leaders’ ability to successfully fulfill the Toastmasters mission. When an individual decides that they want to improve their communication and/or leadership skills, they often think of Toastmasters. However, if (for example) they are looking for a club nearby and find “Triangle” (one of the logos above), how will they know that it’s a Toastmasters club? What potentially could have been a new member is likely going to be a lost opportunity.
  • Websites . FreeToastHost has made it an easy flip to transition club websites. In addition Toastmasters has provide Google and Wordpress themes which you can see above. All websites should be more simplistic and use one of three special club mastheads for their websites. More information about websites can be found on the Brand Portal – toastmasters.org/brandportal.
  • Email banner and email signature guidelines. When communicating to members and prospective members via email, be sure to include this email banner and format your signature to follow these guidelines. You can download these graphics from the brand portal on the Toastmasters website.
  • PowerPoint Template. Use this template for your presentations to membership. Ideal for training and open house information.
  • The Toastmasters logo is the foundation of our visual system – as you can see it is not a complete departure from the globe emblem – but an evolution. Specifically, continents have been removed to equally represent the 116 countries where Toastmasters meet. The globe implies worldwide presence and the tilt of the latitude and longitude lines implies motion. We’ve used strong colors intentionally to move away from the more subdued lighter blues and yellows of the past. This logo can be used in 2 ways – by using the wordmark or the complete logo. Please note that the globe treatment can never be used without the wordmark. A question you may be wondering is “Are we abandoning the globe emblem?” The answer is no. The globe emblem will always be a part of Toastmasters. It will be the seal – used on the backs of manuals and other official documents. The new logo and wordmark will be at the forefront of our brand.
  • The new color palette supports both communication and leadership. You’ll see the burgundy on leadership materials and district level materials. You’ll see the blue on communication materials as well as club level materials. In this color system these two colors are the prominent colors. The gray, yellow and red act as accent colors. The numbers on each color represent values – whether you are working in CMYK or Pantone color printing – these are the numbers to use for the correct color match.
  • New font treatments will relay the message in a consistent way on club websites and promotional materials. Gotham – is Toastmasters primary typeface for headlines and titles. The wide stance and geometric traits of its characters exudes genuine confidence without looking stiff or digitalized. ITC Lubalin Graph Std is Toastmasters secondary typeface used in subheads, text call-outs and subtitles. The geometric character shapes complement our primary typeface Gotham, while its slab serifs convey a strong, professional look. Myriad Pro is Toastmasters typeface for body copy in print collateral, such as manuals and brochures. This typeface was selected for it legibility when used in large amounts of copy at a small point size. Arial is Toastmasters web-safe typeface, selected for its similarity to our primary typeface, Gotham. Usage is for any external communication in MS format (Word, PowerPoint, etc.), website and email body copy, email headers, charts and navigation. Web-based headlines and subheads only in cases where Gotham cannot be converted into an image.
  • For the first time, Toastmasters has created its own branded photo library. Five separate photo shoots were conducted using a mix of professional models and staff to create branded photos. Here are a few samples. More images can be found on the Virtual Brand Portal for club and district use. Within these images you’ll find: A range of ages and ethnicities Branded items incorporated in the photos, such as banners, badges and pins.
  • Let’s talk about the path to membership. Consider how you heard about Toastmasters. Was it from another Toastmaster via word of mouth? Maybe you were given a brochure or a flier? Typically these are the initial ways the Toastmasters brand is exposed. Next you may have visited the Toastmasters website, searched for a club, found a club with a time that is convenient, contacted the club, waited for the club to respond and then went to their first meeting and were treated like an honored guest. How many circumstances in your life are you willing to endure nearly a 10-stage engagement process before you even know what it feels like to be a member. To simplify this process and increase success for potential members, we must be consistent in how they are exposed, introduced and engaged to Toastmasters. We must capture for them: who we are, and why we matter in the same consistent and desirable way every time. As you’ll soon see, the rebrand clearly tells that story.
  • You’re already a proud member of Toastmasters. This rebrand embraces that passion and squarely addresses the value that is uniquely ours. The new brand boldly says “I’m a confident and proud leader because I am a Toastmaster.” The rebrand is you. The intent of the rebrand is to create a consistent, unified message and personality that will help our clubs and districts to fulfill the mission and offer ever-greater numbers of people the opportunity to benefit from the communication and leadership programs. That’s the big picture. And if we can truly establish consistency, then we can, one day, actually create advertising campaigns to drive traffic to our clubs. Today, Toastmasters cannot advertise because of the inconsistencies. Today, Toastmasters has name recognition, but if you ask a non-Toastmaster if they know what we do, there’s only a 50/50 chance that they’ll give you the right answer. Did you know what Toastmasters was when you first heard about the organization?
  • Before we get into specific details about the Toastmasters positioning, lets discuss what branding involves. Most of the time when people hear the word branding they think of logos. Although a logo is a part of the brand it is only a part of an organizations brand. A brand is the essence of an organization or a product. A brand encompasses many things: Color Images Logo Personality (the words we use, the tone we set) It’s who we are and what benefit we offer, personified So what is the definition of a brand?
  • So now that we have seen the new look of Toastmasters – what is a club’s role in the Toastmasters brand refresh?
  • As a fellow member of a club we’ll need to apply the new brand through the materials in our meetings – the brand portal will give us access to a lot of these materials including the new agenda. We’ll also need to update our website. We’ll want to reinforce the new brand through consistent application in our club’s messaging and visual communications. By following the District and Club Brand manual we’ll be able to determine whether are communications are on-brand. Also something we’d love to hear is your leadership story. Take time to think about how Toastmasters has helped you and please share it with the club!
  • Toastmasters International Where Leaders Are Made - will be the tagline moving forward. Different from a theme, this is an enduring message of who we are today. It will not change from year to year. “ In order to accomplish our mission, Toastmasters members, clubs and districts must provide one single, consistent message that demonstrates what Toastmasters is and what we offer the world.” – Toastmasters International President Michael Notaro, DTM For many years, Toastmasters has been synonymous with public speaking, However the powerful combination of strengthening one’s competence in communication and building leadership skills through participation in Toastmasters is what differentiates Toastmasters International from other skill-building programs. The new official tagline, “Where Leaders Are Made,” reflects this synergy between communication and leadership. Toastmasters training helps members build their competence in communication so they can gain the confidence to speak effectively and lead others. It is important that we all understand what this tagline means. It is not intended to summarize the entire member experience; rather, it represents what differentiates Toastmasters. It tells members and potential members what makes Toastmasters different from any other option they could choose to grow their communication and leadership skills. By consistently implementing this tagline along with the supporting brand positioning messages and imagery, you convey to the world that Toastmasters owns that place where members join and gain confidence in public speaking and communication. That confidence often gives them the strength to lead. Regardless of whether a Toastmaster has chosen to become a leader or not, but the mere fact that they are strong, clear and confident communicators, they are often naturally sought out as mentors, advisors and leaders.

Vppr roman-phoenix toronto toastmasters 16 july2012 Vppr roman-phoenix toronto toastmasters 16 july2012 Presentation Transcript