Rotary International Public Image Project · PDF fileit does, why it does it, how it does it, the values of the organisation ... • Rotary makes a positive lasting change in communities

Rotary International Public Image Project

Understanding and Articulating Unified Narrative for Rotary in Australia

Regional Membership Conference

©2015 – 2017 Literally Brilliant Pty Ltd 1


Your Logo is not Your Brand!

• Logo is just a memory hook for brand• Brand is the narrative that surrounds your company

• Incorporates mission • Incorporates culture

• How your employees talk about your company• Mainly a consolidation of the stories your customers are telling about your

company

• You must take control and develop a well-articulated narrative around your company, who it is, what it does and why

• This is your “Brand Story”


What is a “Brand”?


External

What’s OwnedThe Narrative of the CustomerConsolidation of what customers say about your organisation, what they believe and their experience with your organisation

What’s ImportantThe Focus of NarrativeKey attributes that will be important in the future

Internal

What’s ClaimedThe Narrative of CultureWhat we are saying about ourselvesWhat employees say about organisation: what it does, why it does it, how it does it, the values of the organisation, cohesiveness of the employees to the mission, & attitude of the employees to the organisation

What’s DesiredThe Narrative of MissionBoard (or equivalent) articulates a mission and develops a strategy for delivering that missionThe reputation we want

Present Future

Real Life Example

Member of the general public:“So you are a member of Rotary; what do you do?”

Member of Rotary:“We get together for breakfast each Wednesday ….”


Rotary a Complex Organisation

Rotary International (USA)

Gen

eral

Pub

lic


Rotary a Complex Organisation

• New Club Presidents each year• New District Governors each

year• New International President

each• New Rotary Foundation Trustees

each year (one quarter changes on a rotational 4 year term)

• New local and international initiatives each year

Change is not necessarily a bad thing … but it is a thing!

Constant change in leadership is likely to result in a constantly changing set of

messages


Brand Story Development

4 to 6 “Key Message Strings”

Summary Paragraph “Brand Story”

Tag Line





1. Mentoring the Action Team: • (Wendy Gaborit, Andrew Kelly, Andreina

Adames and Carolyn Stephens)2. Discovery:

• Content Analysis of Rotary Resources3. Research:

• Individual enquiries of people inside and outside of rotary

4. Narrative Development:• Comprehensive process of

understanding, articulation, summarisation and consolidation

5. Testing:• That’s why we are here ….





Key Message Strings

• Rotary makes a positive lasting change in communities at home and abroad (43)

• Rotary gives you an opportunity to make a difference (30)• Rotary fosters friendship & fellowship to advance peace in our homes and

in our world (22)• Rotary gives us as ethical framework to help us live our lives everyday (11)• Rotary provides networking between business, professional and

community leaders (9)• Rotary, like any enduring organisation, has rituals and they are important

to us (5)


Key Message Strings





to us (5)


Key Message Strings





to us (5)


Millennials Want to Make a Difference

• “Millennials do want to make the world a better place – 84% consider it their duty” Rosamond Hutt, What do young people value?, World Economic Forum, 20th Jan 2016

• “Many millennials feel unable to exert any meaningful influence on some of society’s biggest challenges ….” Apprehensive millennials: seeking stability and opportunities in an uncertain world; (2017); Deloitte Millennial Survey, p 13.

• “… millennials consider themselves to have a fair degree of accountability for many of the world’s largest challenges, even though they feel their influence has limitations.” Apprehensive millennials: seeking stability and opportunities in an uncertain world; (2017); Deloitte Millennial Survey, p 14.


Key Message Strings





to us (5)


Brand Story

For positive lasting change, promoting peace and working with other leaders within an ethical framework; Rotary gives

you an opportunity to make a difference!


Brand Story – Personalised

If you want to make positive lasting change, promote peace and work with other leaders within an ethical framework;

Rotary gives you an opportunity to make a difference!


Tag Line

RotaryMake a Difference!


How we use Brand Story


Brand Story

Tag Line Message Strings

Evidences the Brand StoryTells the Brand Story

People of Action

becomes

People who chose toMake a Difference

How we use Brand Story


Make a Difference

The empowerment that Rotary give to the member

The impact we have on the community

Documents

Rotary International Public Image Project · PDF fileit does, why it does it, how it does it, the values of the organisation ... • Rotary makes a positive lasting change in communities