Be open to advice. As project leader or president or treasurer, don’t rush to approve a proposed design, especially for any permanent installation, without consulting a brand champion.

Article by PP Roslyn Teirney, Assistant Regional Public Image Coordinator

The notion of spending money on branding and marketing resources for a Rotary club goes against the grain for some Rotarians. Even though Rotary research shows that the wider community will respond positively when offered the opportunity to be exposed to stories about Rotary service, some board members will argue when the Public Image director puts up a proposal for fresh brochures, club shirts or caps, banners, signage in the community or paid advertising on social media.

Is it fair for all concerned that Rotary invests money on such items? Yes, as long as we do not spend the funds we promised would go to local or international community needs.

Work as a board to make provision for the causes that mean the most to your local community and the wider global community, but include a line item in your budget for promotion and communication as well and don’t apologise for it.

The Public Image Director and the Membership Director can work together to develop marketing resources in support of the survival of your club and presenting your organisation as a thriving, confident, professional community group. You can be compassionate and still maintain respect for the image of Rotary. You can honour the past contributions of your long-serving members while being aware of current People of Action guidelines.

Go to the Brand Center and see all the various options for promoting Rotary’s values and vision. Check the templates there for getting out the message that we are here to be of service and to make a positive difference in the world.

Check the photos for diversity and positivity. NO big cheques or people lined up. Authentic emotion and purposeful action that is obviously service. Show the reward of belonging to Rotary.

Prepare a wish list of branding possibilities and discuss on your committee or with the whole board what the priorities are for your community.

Take down non-compliant signs in your meeting room, even if they were hand made for the club by a member. Brand confusion is very damaging to organisations, including Rotary.

Commit to educating yourself as a Rotary leader on the brand elements and don’t become defensive if a member who has taken the Public Image course on the My Rotary Learning Center suggests a resource that costs money.

Be open to advice. As project leader or president or treasurer, don’t rush to approve a proposed design, especially for any permanent installation, without consulting a brand champion.

All Rotarians respect the concepts of sustainability and stewardship of our resources.

If you are not trained in Rotary branding and marketing requirements, simply allow a few extra days to consult a district or zone volunteer who is.

That way any public image resources you produce will be compliant, do the job and be a source of pride for Rotary members everywhere.