Presentation on theme: "Zonta Brand Training Creating a Branded Look. What is Branding ? A brand is more than a logo and a set of marketing materials. promise. A brand is a promise."— Presentation transcript:
What is Branding ? A brand is more than a logo and a set of marketing materials. promise. A brand is a promise. A promise that supports your core values and delivers on your mission and vision.
Zonta International envisions a world in which women's rights are recognised as human rights and every woman is able to achieve her full potential. In such a world, women have access to all resources and are represented in decision making positions on an equal basis with men. In such a world, no woman lives in fear of violence.
Zonta’s Brand Core Purpose To reflect the New Zonta Theme Empowering Women Through Service and Advocacy
Brand Identity Objectives Memorable – increase recall, recognition and awareness Consistent more unified global image Meaningful and stronger impact – increase Zonta’s relevance on a global scale Contemporary Warm – show caring, compassion and trust
Zonta – A single brand standing for a single ideal But, we don’t always look it….
Logo Guidelines Use the appropriate logo for activities that are developed by headquarters, district, area, club The block logo without the tag line can only used when space is limited Z and Golden logos
Logo Guidelines Minimum space for full logo is 25.4 mm Clear space is = to the height of the letter Z Tagline should always be legible, if not then use the block logo Do not alter logo in any way Clear Space
Visual Identity Keep visuals strong and consistent with a unified look in print and electronic communications Use templates created by headquarters www.zonta.org/BrandRefresh.aspx MahoganyMahogany line is used to symbolise connectedness, strength and unity Photos showcase the profound impact Zonta has one the world
Colour Palette Lato font download www.latofonts.com
Collateral Examples Name Title Heading Subheading. Body Supporting Zonta clubs
Web and Social Media Examples In a digital world it is critical to maintain a consistent and strong brand identity across all communication platforms. Who We Are What We Do District Clubs Member Resources News and Updates Contact Us Website Banner Facebook Page Twitter Page
Branded Merchandise Use full version of logo with tagline unless space is limited then use block logo. Formats .eps – printed materials .jpg – web based
Brand Implementation Now – all digital and social media pages with new logos, Mission, Vision and Theme, new member badges June 30th 2015 – printed materials with old logos Toolkit – www.zonta.org/brandrefreshwww.zonta.org/brandrefresh Brand Identity Guidelines Dropbox link for logos Future web portal – customise printed club materials Draft press release to announce new brand refresh New Zonta and membership brochure New folders Options for use of yellow rose
Branding 101 It is a relationship Defined by a promise Symbolised by an identity Expressed by communications And delivered through performance To create a seamless set of experiences That strategically shape the perceptions and behaviours of key stakeholders To create value
Zonta Brand Pyramid Essence Personality Values Attributes Positioning Vision Image Best service club making an impact for women First choice for women and men who choose to provide service in their local and global communities. Best choice for busy professional women and men to make a difference for women, within a supportive and challenging environment International service Advocacy for women Scholarships Local fundraising events Local service projects UN consultative status Trust IntegrityCare Respect Leadership Empowering Women Through Service and Advocacy Professional Active Intellectual Knowledgeable HonestResults-Oriented Trustworthy