When you see “the golden arches,” what’s the first thing that comes to your mind? That is the power of consistent branding. Toastmasters International and members want potential members, visitors, and corporate club leads to have that same experience when they see our logo. We all want them to immediately think of Toastmasters as the leading source for high-quality communications and leadership training.
Proper branding for Toastmasters can include:
- Using the correct colors and fonts
- Having a current banner displayed at your club meeting
- Following the Toastmasters agenda for meetings (small changes for theme meetings, special meetings, etc. are allowed)
Cathey Armillas shared the following in a recent issue of the Toastmasters Magazine:
“Branding is one of the easiest concepts to understand, yet it’s one of the hardest to execute. A brand consists of two active parts: how it’s represented and how it’s experienced. The one presenting the brand controls how it looks, the messaging it delivers and the consistency of those two things. Consistency is the single most important factor in creating a strong and recognizable brand. It’s more important than the quality of the design or the eloquence of the tagline. It’s the most important thing there is, in fact. When there is consistency in the look of a brand—and in the message that it sends about the organization—people not only know what to expect, they expect what they know.
And then there is the one receiving the presentation of the brand. This relates to how the brand is experienced. The way people absorb the brand is how they feel about what they see, hear, touch and read. How they process those sensations and ideas is their experience. And from that experience they form a judgment, good or bad. Creating a positive experience is the most overlooked factor in creating a strong and recognizable brand.”Cathey Armillas
It is important for us all to model best practices when it comes to the proper use of the Toastmasters brand. Use the resources that Toastmasters has provided all of us on the brand portal. It is your source for all the properly formatted and branded material, most of which is free to download.