Why is Rotary Public Image and consistent Branding important? Public Image is the opinion that people have of an organization based on its actions.Rotarians do so much amazing work in their communities: we build houses for homeless; we plant trees to protect the shores from destruction; organize educational camps for low-income families; we fight Polio; we volunteer at senior homes; and so much more. If the majority of public is not aware of the great job Rotarians do in their communities how can we expect them to join and support us in our efforts?
Rotary’s public image is shaped by what and how we talk about Rotary, how we present what we do in our communities, and how often. If we are not telling those Rotary’s stories to the public, their impressions are often made up of half-truths or not made up at all. It’s weakening our brand and harming our public image.
Strong Rotary’s public image motivates public to support our efforts and projects; inspires to get involved; engages new members, volunteers, and partners; attracts new donors; and positively distinguishes Rotary from other servicing opportunities.
Why does my Rotary club or district logo need to look this particular way? Why do I need to follow those guidelines? Why can’t I just go with my own club logo (or the old logo)?
Let’s do this exercise:
- Do I want to motivate people around me to support my club’s efforts?
- Do I want to inspire others in my community to get involved in what we do?
- Do I want to engage new members, volunteers, and partners?
- Do I want to attract new donors?
- Do I want to distinguish my Rotary club in the community from many other humanitarian or service organizations on the market? (In other words, do I want people get involved in my Rotary club, or work with my competitors?)
If you answered “yes” to at least one of those questions, that is exactly the reason why your club logo should be consistent with all the Rotary’s logos in the world. To create consistent recognition, and strong trusting reputation. After all, it’s the face of Rotary. Using creative variations of Rotary logo is like wearing various wigs, fake mustaches, theatrical make-up and expect others to recognize you.
If you have questions or would like help with your club PI, please contact the Public Image Committee or Chair Tim Kelley. Check out PI resources on our website. Please get familiar with Rotary's Brand Center and take advantage of the wonderful Public Images courses in the Learning Center.