This document provides guidelines for building the Lions Clubs International brand. It recommends defining the brand's positioning around serving communities in key areas like diabetes, vision, hunger, environment, and childhood cancer. It stresses that the brand must serve the communities and adapt communication to different target groups. Finally, it emphasizes that developing the brand requires conveying clear values and image through consistent communication that is understood and supported by members.

1. Topic:
Simple Ways To Build Our Brand
Speakers
PID Alexis Vincent Gomes
PDG, BA Monica Segura
Leo Lion Kyle Boutilier
Lion Anand Mehta
Hosted by
PID AP Singh
PID Sangeeta Jatia
Eastern India Lions Leadership Academy Webinar Series

2. Simple ways to build our brand
By PID Alexis Vincent Gomes
PAST INTERNATIONAL DIRECTOR 2013-2015

3. Here are five guidelines to build our brand
A brand is not created on a whim.
You have to define its positioning and identify the marketing text that goes with it.
Definition : Serve communities (We Serve)
Positioning : Serving our communities around five axes : Diabetes, Vision, Hunger,
Environment, Childhood Cancer
Value and Strategy : (We Serve with integrity) & Where there is
a Need, there is a Lion.

4. The origin of our brand is based only one scenario : The
Service. In our case, our brand will have to respond to a
perpetual identification of the needs of the communities
we serve.
We must continually innovate and find new
actions

5. If our service was sold in a store among other services, we would talk about differentiation.
In our case, we are the only ones about a permanent Service to our communities in
several countries. So we can talk about INNOVATION in a leadership position.
What we offer as part of Lions Clubs
International is innovative.

6. Another important aspect to be considered while building a brand is the target
groups which our offer must address on priority : Geography, age, gender, social
condition...
This definition of our target groups will contribute to preparing communication,
positioning, and a suitable commitment. We do not address women, elders,
workers, children in the same way...
In our case: We serve people of all social categories in more
than 210 countries and adapt our communication to each
target.

7. Some tend to forget: The brand must serve the communities we serve (satisfy them) and not satisfy
the ego of the Lions.
"The brand must be simple, legible, precise and consistent over time” (Since so many years…)
Our Logo (Brand) is simple, legible, precise and consistent over time (Since so many years…) :

8. Developing our brand is not easy.
It must convey an image, values and a status. All communication that will be developed from
the brand must be aligned with its constituting elements. “This clarification of the offer is also
shared with communities, our members and our employees.
The LCI’s members must also understand and adhere to our brand: as they are its first
ambassadors. Don’t be afraid to test our brand names with our Members or/and our
employees: their corporate culture makes them front-line experts.

9. Building Our brand is also knowing how to be "noticing". Let's know how to get out
of the beaten path and ideas, without falling into excess. To do this, we have to
detect the "little trick" that must mark the people we Serve and also our future
members.
Our brand needs to differentiate also in time. The challenge is to reinvent
ourselves and to be part of the daily routine.

15. WE SERVE

19. &
Brand Building

26. &
Brand Building

27. FB LIVE demo Insta upload

36. Stay connected!

54. Eastern India Lions Leadership Academy
Webinar Series
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