This Is Who We Are!

1. This Is Who We Are! Defining Your Brand Identity Interdistrict Membership Seminar June 26, 2005

2. Food for Thought Products are created in the factory. Brands are created in the mind. Walter Landor, founder, Landor Associates

3. What Business Are You In? • What do you stand for? • How do you communicate that to the rest of the world?

4. What Is Branding? • “Branding” conjures up the image of a ranch logo! • Corporations & organizations also “brand” their goods & services

5. 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

6. Brands Must Be • Consistent • Relative • Distinctive

7. 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

8. 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?

9. Position Your Club • In shaping your message you need to understand four things about your club: • What you do • Who your target audience is • Who your competition is • How the community benefits from your work

10. Explaining Zonta • Founded 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.

11. 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

12. 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

13. Your Brand Is a Personality • Each club has a distinctive ‘personality’ • Club exercise • Brainstorm a list of adjectives that describe that personality • Boil the list down to 10 • Then down to 2 or 3

14. 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

15. 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”?

16. Distinctive • Understand the benefits we bring to the marketplace • What are the benefits of joining and supporting Zonta? • How do we share that information

17. Mission-driven • Focus on the mission • Service sells • Consistency is a plus

18. How To Brand Your Club • Service Projects • Public Relations • Consistent use of the logo

19. Logo • A logo is the point of entry to the brand. • Milton Glasser, designer

20. Zonta International Tools • Check the website for samples and policies on the correct logo usage. • www.zonta.org

21. More Tools • For local club use • More resources available on the web site

22. Even More Tools • Newsletter • Web site • Displays • Public Relations Vehicles • News Releases • Content Experts

23. 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

24. For More Information • Karen A. Macier • 607.844.8222, x 4366 (work) • 315.253.5843 • kmacier@aol.com