This Is Who We Are!
Defining Your Brand Identity
Interdistrict Membership Seminar
June 26, 2005
Food for Thought
Products are created in the factory. Brands are created in
the mind. Walter Landor, founder, Landor Associates
What Business Are You In?
What do you stand for?
How do you communicate that to the rest of the world?
What Is Branding?
“Branding” conjures up the image of a ranch logo!
Corporations & organizations also “brand” their goods & services
A Promise
Your brand is the promise you make about your work---a guarantee of quality
As with any promise, it implies a relationship (between you & your potential audiences)
It tells what to expect
Brands Must Be
Consistent
Relative
Distinctive
Defining Your Brand Means
Being clear about who you are, where you want to go, how you’re going to get there, & with whom
It means being direct about attracting those who will value your work
You have the power to define yourself to the world
Your Core Essence
Zonta – Improving the Status of Women
How do you do it in your community?
What makes you different than other service organizations?
Position Your Club
In shaping your message you need to understand four things about your club:1.What you do
2.Who your target audience is
3.Who your competition is
4.How the community benefits from your work
Explaining ZontaFounded in 1919, Zonta International is a global service organization of executives in business and the professions working together, across political and social boundaries, to
advance the status of women worldwide. Zonta International members volunteer their time, talents and money to local and international service programs, as well as scholarship and award programs aimed at furthering women's education, leadership and youth development.
Elevator Speech
The Zonta Club of Any City is part of Zonta International
Zonta International is a worldwide service organization of executives in business and the professions working together to advance the status of women. Nearly 33,000 individuals are members of more than 1,200 Zonta Clubs in 67 countries and geographic areas
How
Zontians volunteer their time, talents and energy to local & international service programs and projects aimed at advancing the status of women worldwide.
Internationally
Locally
Your Brand Is a Personality
Each club has a distinctive ‘personality’
Club exerciseBrainstorm a list of adjectives that describe that personality
Boil the list down to 10
Then down to 2 or 3
Consistency of Message
Your brand must be consistent and clear
If you know who you are, what you want, and why you want it, you bring focus to your action
Ask why!
Repeat, repeat, and repeat
Relative
Who is your intended audience?
Why should they care about Zonta?
What do they need to hear about Zonta?
What are we trying to “sell”?
Distinctive
Understand the benefits we bring to the marketplace
What are the benefits of joining and supporting Zonta?
How do we share that information
Mission-driven
Focus on the mission
Service sells
Consistency is a plus
How To Brand Your Club
Service Projects
Public Relations
Consistent use of the logo
Logo
A logo is the point of entry to the brand.
Milton Glasser, designer
Zonta International Tools
Check the website for samples and policies on the correct logo usage.
www.zonta.org
More Tools
For local club use
More resources available on the web site
Even More Tools
Newsletter
Web site
Displays
Public Relations VehiclesNews Releases
Content Experts
And…
“Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand.”
David Ogilvy, famous ad legend
Recommended
