TOASTMASTERS Club

Editor's Notes

1. Welcome to the Toastmasters refreshed brand! Toastmasters International unveiled a new logo, tagline and positioning on Wednesday, August 17, 2011; the first day of International Convention. The rebrand is a significant step forward in achieving the mission of Toastmasters International. By creating a consistent identity across the globe, we ignite efforts to build membership and increase recognition of the organization. This consistency will inform prospective members, regardless of location, that Toastmasters is the leading organization dedicated to helping them become the speakers and leaders they want to be. While this is not a radical change, the rebrand will take a concerted effort to make the transition across all districts and clubs. In this presentation I’m going to share with you: An overview of branding. The reasons why a rebrand was necessary. The results of the research conducted to identify Toastmasters’ in the market place and in the minds of members and prospective members. The Toastmasters brand position and visual system. Our club’s role in the brand refresh.
2. 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’s a subset to the other pieces of an organizations brand. A brand is more than a logo. It’s 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?
3. Toastmasters was founded nearly 87 years ago. In that time, clubs and districts received little information on how to visually and verbally communicate the Toastmasters brand. As a result, over the years, Toastmasters clubs, districts and regions have increasingly distributed conference brochures, meeting materials and other communication with unique messaging and designs that were intended to display their individuality. By early 2008, we recognized that this customization had evolved to the point where the Toastmasters brand was suffering as a result. And while the Executive Committee determined that a true evaluation of the brand was likely necessary, a temporary text emblem was developed to give leaders an option. By early 2009, it became clear that the organization needed to not only regain control of the brand, but truly evaluate how the brand was perceived. Branding agencies were researched and interviewed. In November 2009, a branding agency was selected to help us conduct research. Innovation Protocol not only specializes in non-profit brand development, but many of its employees are current or former Toastmasters. Our agency partner spent 4 months researching Toastmasters. They talked with members, district leaders, board members and potential members They reviewed our materials They attended conferences, club meetings and club leader training They researched the competition Out of this research, came many significant challenges that face our organization. One of these challenges is perception control.
4. Toastmasters was founded nearly 87 years ago. In that time, clubs and districts received little information on how to visually and verbally communicate the Toastmasters brand. As a result, over the years, Toastmasters clubs, districts and regions have increasingly distributed conference brochures, meeting materials and other communication with unique messaging and designs that were intended to display their individuality. By early 2008, we recognized that this customization had evolved to the point where the Toastmasters brand was suffering as a result. And while the Executive Committee determined that a true evaluation of the brand was likely necessary, a temporary text emblem was developed to give leaders an option. By early 2009, it became clear that the organization needed to not only regain control of the brand, but truly evaluate how the brand was perceived. Branding agencies were researched and interviewed. In November 2009, a branding agency was selected to help us conduct research. Innovation Protocol not only specializes in non-profit brand development, but many of its employees are current or former Toastmasters. Our agency partner spent 4 months researching Toastmasters. They talked with members, district leaders, board members and potential members They reviewed our materials They attended conferences, club meetings and club leader training They researched the competition Out of this research, came many significant challenges that face our organization. One of these challenges is perception control.
5. Now if you noticed during this presentation Toastmasters has been increasing its emphasis on leadership and becoming a leader through the educational programs. Out of proactive research with our membership and in the marketplace a pattern started to emerge. Leadership development was one of the organization’s best-kept secrets, so we started to look at renowned leaders and what the common features of these leaders are.
6. Now if you noticed during this presentation Toastmasters has been increasing its emphasis on leadership and becoming a leader through the educational programs. Out of proactive research with our membership and in the marketplace a pattern started to emerge. Leadership development was one of the organization’s best-kept secrets, so we started to look at renowned leaders and what the common features of these leaders are.
7. Welcome to the Toastmasters refreshed brand! Toastmasters International unveiled a new logo, tagline and positioning on Wednesday, August 17, 2011; the first day of International Convention. The rebrand is a significant step forward in achieving the mission of Toastmasters International. By creating a consistent identity across the globe, we ignite efforts to build membership and increase recognition of the organization. This consistency will inform prospective members, regardless of location, that Toastmasters is the leading organization dedicated to helping them become the speakers and leaders they want to be. While this is not a radical change, the rebrand will take a concerted effort to make the transition across all districts and clubs. In this presentation I’m going to share with you: An overview of branding. The reasons why a rebrand was necessary. The results of the research conducted to identify Toastmasters’ in the market place and in the minds of members and prospective members. The Toastmasters brand position and visual system. Our club’s role in the brand refresh.
8. Welcome to the Toastmasters refreshed brand! Toastmasters International unveiled a new logo, tagline and positioning on Wednesday, August 17, 2011; the first day of International Convention. The rebrand is a significant step forward in achieving the mission of Toastmasters International. By creating a consistent identity across the globe, we ignite efforts to build membership and increase recognition of the organization. This consistency will inform prospective members, regardless of location, that Toastmasters is the leading organization dedicated to helping them become the speakers and leaders they want to be. While this is not a radical change, the rebrand will take a concerted effort to make the transition across all districts and clubs. In this presentation I’m going to share with you: An overview of branding. The reasons why a rebrand was necessary. The results of the research conducted to identify Toastmasters’ in the market place and in the minds of members and prospective members. The Toastmasters brand position and visual system. Our club’s role in the brand refresh.
9. Welcome to the Toastmasters refreshed brand! Toastmasters International unveiled a new logo, tagline and positioning on Wednesday, August 17, 2011; the first day of International Convention. The rebrand is a significant step forward in achieving the mission of Toastmasters International. By creating a consistent identity across the globe, we ignite efforts to build membership and increase recognition of the organization. This consistency will inform prospective members, regardless of location, that Toastmasters is the leading organization dedicated to helping them become the speakers and leaders they want to be. While this is not a radical change, the rebrand will take a concerted effort to make the transition across all districts and clubs. In this presentation I’m going to share with you: An overview of branding. The reasons why a rebrand was necessary. The results of the research conducted to identify Toastmasters’ in the market place and in the minds of members and prospective members. The Toastmasters brand position and visual system. Our club’s role in the brand refresh.
10. Welcome to the Toastmasters refreshed brand! Toastmasters International unveiled a new logo, tagline and positioning on Wednesday, August 17, 2011; the first day of International Convention. The rebrand is a significant step forward in achieving the mission of Toastmasters International. By creating a consistent identity across the globe, we ignite efforts to build membership and increase recognition of the organization. This consistency will inform prospective members, regardless of location, that Toastmasters is the leading organization dedicated to helping them become the speakers and leaders they want to be. While this is not a radical change, the rebrand will take a concerted effort to make the transition across all districts and clubs. In this presentation I’m going to share with you: An overview of branding. The reasons why a rebrand was necessary. The results of the research conducted to identify Toastmasters’ in the market place and in the minds of members and prospective members. The Toastmasters brand position and visual system. Our club’s role in the brand refresh.
11. Welcome to the Toastmasters refreshed brand! Toastmasters International unveiled a new logo, tagline and positioning on Wednesday, August 17, 2011; the first day of International Convention. The rebrand is a significant step forward in achieving the mission of Toastmasters International. By creating a consistent identity across the globe, we ignite efforts to build membership and increase recognition of the organization. This consistency will inform prospective members, regardless of location, that Toastmasters is the leading organization dedicated to helping them become the speakers and leaders they want to be. While this is not a radical change, the rebrand will take a concerted effort to make the transition across all districts and clubs. In this presentation I’m going to share with you: An overview of branding. The reasons why a rebrand was necessary. The results of the research conducted to identify Toastmasters’ in the market place and in the minds of members and prospective members. The Toastmasters brand position and visual system. Our club’s role in the brand refresh.
12. From this research a positioning statement was born. This positioning statement differentiates the Toastmasters organization from the rest and gives us a the unique place to claim.
13. From this research a positioning statement was born. This positioning statement differentiates the Toastmasters organization from the rest and gives us a the unique place to claim.
14. From this research a positioning statement was born. This positioning statement differentiates the Toastmasters organization from the rest and gives us a the unique place to claim.
15. Banners Club banners. All clubs are encouraged to purchase a new banner. A 20% discount will be given to clubs that purchase a new banner by October 31, 2011. If we decide as a club to raise funds to do so, this is what it looks like.
16. Lectern
17. Sample manual covers The color system: Burgundy – leadership Blue – communication This system is used across all manuals, badges, pins and other collateral pieces.
18. Pins and Ribbons
19. Badges – there are now five different types of badges, depending on a member’s designation.
20. Toastmasters International Where Leaders Are Made This 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. 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 makes Toastmasters unique in the eyes of our members and prospective members. 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 yes, leaders.