1st June Meeting

Toastmasters Re-Branding

Hello Friends,

Toastmasters is undergoing a re branding exercise. Hence, expect a different logo, colors scheme in months to come. The letter below explains the re branding and what it means to you.  Please also find the FAQ below to answer your questions with regards to the rebranding.

Qns such as these would be answered:

• Why is Toastmasters updating its brand?
  
• When will the new Toastmasters brand be made public?
  
• How does the rebrand impact me?
  
• Will districts still have unique themes? Will we have a new organization theme?
  
• Are all materials being rebranded?
  
• I have a large inventory of club/district materials that have the old logo. Will I have to discard everything in August?
  
• Do I have to replace my educational manuals and certificates with newly branded materials in August?
  
• I am currently progressing through my manuals and will receive an educational achievement award in the next few months, will the rebrand affect my progress?
  
• When should I place my club/district orders for the 2011-2012 year?
  
• How can I learn more about the Toastmasters rebrand and who do I contact if I have more questions?
• Who are the appointed brand ambassadors?
• Will there be guidelines for incorporating the new Toastmasters brand into our district and club materials?
• Should club and district websites be updated with Toastmasters International new branding in August?

Regards,

Ridzuan

The Toastmasters
Brand Refresh

We’re in the midst of an exciting time in the history of Toastmasters International – on Wednesday, August 17, 2011, the first day of International Convention, Toastmasters International will officially unveil its refreshed brand!
This project began more than two years ago at the request of the Board of Directors. Since then we’ve gone through many phases, including research, development, feedback, refinement and finally production of materials. More than simply a logo and colors, our brand is the identity of our great organization. Although the mission of the organization and what it represents has not changed since Toastmasters was founded in 1924, the needs and ideals of our members and prospective members have evolved. The refreshed brand symbolizes that evolution.
In late 2009, World Headquarters and its branding partner conducted research to better understand Toastmasters’ position in the market. The research was comprised of interviews with members and prospective members from around the world, club and district leaders and board members; attendance at conferences, club meetings and club leader trainings; analysis of the competition and a thorough review of our materials.
Out of this research we learned that our organization faces many challenges, but the most significant challenge is perception control. A clear and consistent brand tells one story of an organization. An ineffective brand tells many stories, the majority of which are inconsistent and inaccurate.
While the mission of Toastmasters International is in part to, “continually expand its worldwide network of member clubs, thereby offering ever-greater numbers of people the opportunity to benefit from its programs,” the varying perceptions of the organization are an impediment to our ability to successfully fulfill the mission. To do so, we must create consistency in the story we tell. The primary objective of the rebrand is to communicate one consistent Toastmasters’ identity that is recognizable wherever you may be and accurately symbolizes the benefits of this great organization we are all proud to be a part of.
Because the brand launch is still a few months away, all of the details are not yet available. You can find answers to your brand-related questions by visiting the Rebrand FAQs. This document will be updated periodically, so check back often.
In the months leading up to the rollout, you may find that items you are hoping to purchase through the online store are unavailable as a result of inventory levels becoming depleted. We apologize for the inconvenience and are committed to replenishing all products by August 17, 2011.
We are excited as we look to the future of Toastmasters International and our strategic initiative to create a consistent look and feel for our organization worldwide. It will soon be a brand that is recognized in countries around the world by the color, the content and the symbol used to advertise us.
Sincerely,

Pat Johnson                                                     Daniel Rex
International President                                   Executive Director

Rebrand FAQs

District leaders, club leaders and members – how to prepare

To prepare for the exciting update in August, please read the Toastmasters Brand FAQs.

Why is Toastmasters updating its brand?
Toastmasters International has long been known as an organization that helps people improve their public speaking skills. Over the years, Toastmasters clubs and districts have increasingly created websites, conference materials, meeting materials and other communications that displayed their individuality. In early 2008, it became clear that this customization had evolved to the point where the Toastmasters brand was suffering from a lack of consistent perception and recognition among members and prospective members.

In late 2009, World Headquarters and its branding partner conducted research to better understand Toastmasters’ position in the market. The research was comprised of interviews with members and prospective members from around the world, club and district leaders and board members; attendance at conferences, club meetings and club leader trainings; analysis of the competition and a thorough review of our materials.

Out of this research we learned that our organization faces many challenges, the most significant being perception control. While the mission of Toastmasters International is in part to, “continually expand its worldwide network of member clubs, thereby offering ever-greater numbers of people the opportunity to benefit from its programs,” the varying public's perceptions of the organization impede the clubs’ and districts’ ability to be successful.

A clear and consistent brand tells one story of an organization. An ineffective brand tells many stories – some of which are accurate and consistent, but the majority of which are inconsistent and inaccurate. In order to realize our mission, we must create consistency in the story we tell. Therefore, the primary objective of the rebrand is to create and deploy one consistent Toastmasters.

To achieve this objective, we have developed a set of tools to help clubs and districts around the world consistently share this identity. Through the consistent use of the new visual system and positioning, we will successfully:

• Accurately set and maintain the public’s perception of Toastmasters.
• Expand the organization's reach into emerging markets.
• Reduce the volunteer leaders’ workload by providing brand guidelines to use when creating materials.
• Garner more recognition and media coverage.
• Become the consistently recognized world leader in leadership and communication development.
• Create a more consistent member experience, regardless of geography.

When will the new Toastmasters brand be made public?
The refreshed brand will be launched on the first day of International Convention, Wednesday, August 17, 2011.

How does the rebrand impact me?
More than simply a logo and colors, the brand is represented through everything we do. Each of us will interact with the new brand in different ways, from how we communicate with prospective members, to building new clubs, to the materials used for district conferences and club meetings, to how we communicate the mission of Toastmasters International.

Will districts still have unique themes? Will we have a new organization theme?
One of the drivers behind this brand refresh is the need to strengthen the Toastmasters International brand by creating a unified global perception of the organization through consistent messaging. The benefits of membership and our mission do not change, yet having a theme that changes each year implies a change in mission or direction.

At the start of 2011, the organization sent an email to all district leaders notifying them that there will no longer be an International or President's theme. Districts were also encouraged not to create a year-long theme for 2011. Although districts should no longer create year-long themes, they are encouraged to develop conference-specific themes that relate to the educational material, speakers and topics that will be presented during the event.

In August 2011, a new and enduring brand message will be introduced for use across all levels of the organization. This message, when used consistently across club, district and International communications, will reinforce the benefits of Toastmasters membership while creating unified awareness for members and prospective members alike.

Are all materials being rebranded?
Yes. This is the first complete rebrand in Toastmasters’ 86-year history, and as a result, all materials are being redesigned to match the new visual system.

I have a large inventory of club/district materials that have the old logo. Will I have to discard everything in August?
As of August 17, we ask that you begin using the newly branded materials instead of using materials that have the blue text emblem or current look and feel. It is not Toastmasters intention to place undue financial hardship on clubs and districts and we recognize that you cannot simply discard materials that you have purchased. We therefore ask that you phase them out as quickly as possible and purchase the newly branded materials when your existing supply has been exhausted.

Do I have to replace my educational manuals and certificates with newly branded materials in August?
No, the content of Toastmasters educational manuals and certificates will remain the same. In August the design of these materials will be updated with Toastmasters new branding.

I am currently progressing through my manuals and will receive an educational achievement award in the next few months, will the rebrand affect my progress?
No, the rebrand will in no way impact your progress. If you complete your manual after August 17, 2011 you will receive a newly branded certificate of completion.

When should I place my club or district orders for the 2011-2012 year?
To ensure that you do not spend your valuable funds on materials that will be obsolete in a few short months, certain products will be removed from the store until the rebranded products are available. The branding on all materials and products currently offered on the Toastmasters online store will be out of date August 17, 2011.

Following are key dates to prepare for:

Badges

• District Badges. Orders cannot be placed from April 21 – June 30. District leader lists will be accepted June 15 and orders will re-open July 1 with the new look and feel. Orders will be processed and delivered before the International Convention training and will be rebranded for the 2011-2012 district leadership team.
• Club officer and member badges. Orders cannot be placed from May 1 – June 30. Orders will re-open July 1 with the new look and feel.

Banners

• District and Club banners. Orders cannot be placed from April 21 – June 30. Orders will re-open July 1 for banners with the new look. All districts and clubs are encouraged to purchase a new banner. A 20% discount will be given to clubs and districts that purchase a new banner by October 31, 2011.

Lecterns

• Orders cannot be placed from April 21 – June 30. Orders will re-open July 1 with the new look. All clubs are encouraged to purchase a new lectern. Clubs that purchase a new lectern by October 31, 2011, will receive a 20% discount.

All other store items will be available throughout the rebrand process until the current supply is exhausted. Detailed notification for each product will be available on the Toastmaster Online store. On August 17, the full product line will be available.

How can I learn more about the Toastmasters rebrand and who do I contact if I have questions?
International directors, appointed brand ambassadors, district leaders and club officers will be invited to attend orientation sessions created especially for them. During the session, they will learn more about the brand research, as well as the methodology behind the rebrand. They will be introduced to the updated Toastmasters International positioning and have a first look at the new look and feel. They also will be introduced to the tools created to guide them in the purpose and usage for Toastmasters' new brand.

The training schedules are as follows:

• International Directors – May 11
• Brand Ambassadors – May 23 and 25
• District Leaders – June 22, 23 and 27
• Club Officers – July 6, 7 and ongoing

Recordings of the district and club leader webinars will be posted in July on the Toastmasters website for the leadership to prepare for this exciting launch.

If you have questions or would like additional information, please contact brand@toastmasters.org.


Who are the appointed brand ambassadors?
Brand ambassadors include past international presidents, past international directors, 2010-2013 region advisors, active accredited speakers and world champions of public speaking, 2010-2011 district governors and other influencers in Toastmasters International.


Will there be guidelines for incorporating the new Toastmasters brand into our district and club materials?
Yes, district and club leaders will have access to a complete Brand Manual on the Toastmasters International website. The manual will included both verbal and visual guidelines to help you understand how to use the new brand elements.


Should club and district websites be updated with Toastmasters International new branding in August?
Yes, the rebrand will impact the design of club and district websites. On August 17, 2011 FreeToastHost (FTH) will post a widget for each club website to automatically update its design to match the new brand of Toastmasters International; three branded templates will be available. In addition, those clubs that do not use FTH will be given guidelines and the visual elements necessary to refresh their club websites. These resources will be available on a new virtual brand portal.