1. WHERE
LEADERS
ARE
MADE
Toastmasters International Where Leaders Are Made - tagline. Different from a theme, this is an enduring message of who we are. It will not change from year to year.
In order to accomplish our mission, Toastmasters members, clubs and districts must provide one single, consistent message that demonstrates what Toastmasters is and what we offer the world.
It is important that we all understand what this tagline means. It is not intended to summarize the entire member experience; rather, it represents what differentiates Toastmasters. It tells members and potential members what makes Toastmasters different from any other option they could choose to grow their communication and leadership skills.
By consistently implementing this tagline along with the supporting brand positioning messages and imagery, you convey to the world that Toastmasters owns that place where members join and gain confidence in public speaking and communication. That confidence often gives them the strength to lead. Regardless of whether a Toastmaster has chosen to become a leader or not, but the mere fact that they are strong, clear and confident communicators, they are often naturally sought out as mentors, advisors and leaders.

2. WHAT IS A BRAND? www.toastmasters.org
Before we get into specific details about the Toastmasters positioning, lets discuss what branding involves. Most of the time when people hear the word branding they think of logos. Although a logo is a part of the brand it is only a part of an organizations brand. A brand is the essence of an organization or a product. A brand encompasses many things:
Color
Images
Logo
Personality (the words we use, the tone we set)
It’s who we are and what benefit we offer, personified
So what is the definition of a brand?

3. people and experiences.
A brand is an exclusive
and desirable
idea
embodied in products,
places, services,
people and experiences.
A great brand has the power to
change perception, influence preference
and command loyalty.
A brand is an exclusive and desirable idea embodied in products, places, services, people and experiences.
When we say exclusive and desirable idea – it truly means that the brand of an organization is exclusive and people have a desire to attain that brand. In Toastmasters we all know that the organization is unique – however it’s not easy to describe. We need a story to tell about this organization, and the brand refresh gives us this story. Think about the people we are trying to engage in Toastmasters – they vary in many different ways. Having one consistent position will help us to adapt our messaging to these varied audiences.
You can also see in this definition that a brand is embodied in products, places, services, people and experiences. Sometimes when we think of branding we instantly think of a tangible product however it involves much more. Think about Hollywood, Disney World, consulting businesses, your favorite actor or actress – these all have very distinct brands that are exclusive to what they provide.
Now the second half of the definition is: a great brand has the power to change perception, influence preference and command loyalty.
All great brands have changed people’s perceptions – they alter how people think of them. Think of Starbucks. Do you think they have the best tasting cup of coffee? Not necessarily, but we’re buying the experience as much as we are the cup of coffee.
If people prefer us, they join us. People interested in self-improvement won’t just go to any speaking and leadership organization; they’ll go to Toastmasters.
If we all work hard to unite the Toastmasters brand, our organization will position itself in a way where it can truly achieve its mission.

4. THE BRAND HISTORY OF TOASTMASTERS
Toastmasters was founded 87 years ago. In that time, clubs and districts received little information on how to visually and verbally communicate the Toastmasters brand. As a result, over the years, Toastmasters clubs, districts and regions have increasingly distributed conference brochures, meeting materials and other communication with unique messaging and designs that were intended to display their individuality.
By early 2008, we recognized that this customization had evolved to the point where the Toastmasters brand was suffering. And while the Executive Committee determined that a true evaluation of the brand was likely necessary, a temporary text emblem was developed to give leaders an option.
By early 2009, it became clear that the organization needed to not only regain control of the brand, but evaluate how the brand was perceived.
Branding agencies were researched and interviewed. In November 2009, a branding agency was selected to help us conduct research. Innovation Protocol not only specializes in non-profit brand development, but many of its employees are current or former Toastmasters.
Our agency partner spent 4 months researching Toastmasters.
They talked with members, district leaders, board members and potential members
They reviewed our materials
They attended conferences, club meetings and club leader training
They researched the competition
Out of this research, came many significant challenges that face our organization.
One of these challenges is perception control.

5. TOASTMASTERS INTERNATIONAL
WHY A NEW BRAND? WHAT THE RESEARCH SHOWED
TOASTMASTERS INTERNATIONAL
TOASTMASTERS
DISTRICT A
DISTRICT B
DISTRICT C
DISTRICT D
TOASTMASTERS
CLUB 1
CLUB 2
CLUB 3
CLUB 4
CLUB 5
CLUB 16
CLUB 7
CLUB 8
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.
Let me show you an illustration of this perception problem:

6. TOASTMASTERS INTERNATIONAL
WHY A NEW BRAND? WHAT THE RESEARCH SHOWED
TOASTMASTERS INTERNATIONAL

7. PATH TO MEMBERSHIP EXPOSURE INTRODUCTION ENGAGEMENT AUDIENCE
WORD OF MOUTH
BROCHURE
FLYER
EXPOSURE
TM INTERNATIONAL WEBSITE
FIND A CLUB
CLUB MEETING TIME / LOCATION
INTRODUCTION
CONTACT A CLUB
RESPONSE FROM CLUB
1st CLUB MEETING
CLUB GUEST
ENGAGEMENT
AUDIENCE
ORGANIZATION
NEW MEMBER
Let’s talk about the path to membership.
Consider how you heard about Toastmasters. Was it from another Toastmaster via word of mouth? Maybe you were given a brochure or a flier? Typically these are the initial ways the Toastmasters brand is exposed.
Next you may have visited the Toastmasters website, searched for a club, found a club with a time that is convenient, contacted the club, waited for the club to respond and then went to their first meeting and were treated like an honored guest. How many circumstances in your life are you willing to endure nearly a 10-stage engagement process before you even know what it feels like to be a member.
To simplify this process and increase success for potential members, we must be consistent in how they are exposed, introduced and engaged to Toastmasters.
We must capture for them: who we are, and why we matter in the same consistent and desirable way every time.
As you’ll soon see, the rebrand clearly tells that story.

8. HOW DOES THE NEW TOASTMASTERS BRAND IMPACT YOUR ROLE AS A MEMBER?
Increased awareness that your club is a part of a much bigger, globally recognized and respected organization – Toastmasters International.
Club objectives will be easier to achieve because the brand promise is clear.
The benefits of Toastmasters will be communicated consistently and broadly. The likelihood of attracting members you did not expect to reach will increase through positive, consistent word of mouth.
You’re already a proud member of Toastmasters. This rebrand embraces that passion and squarely addresses the value that is uniquely ours. The new brand boldly says “I’m a confident and proud leader because I am a Toastmaster.” The rebrand is you.
The intent of the rebrand is to create a consistent, unified message and personality that will help our clubs and districts to fulfill the mission and offer ever-greater numbers of people the opportunity to benefit from the communication and leadership programs. That’s the big picture. And if we can truly establish consistency, then we can, one day, actually create advertising campaigns to drive traffic to our clubs. Today, Toastmasters cannot advertise because of the inconsistencies.
Today, Toastmasters has name recognition, but if you ask a non-Toastmaster if they know what we do, there’s only a 50/50 chance that they’ll give you the right answer. Did you know what Toastmasters was when you first heard about the organization?

9. BEING A LEADER www.toastmasters.org
Out of proactive research with our membership and in the marketplace a pattern emerged. Leadership development was one of the organization’s best-kept secrets, so we began by identifying some of the common traits of some of the world's most renown leaders.

10. POSITIONING STATEMENT
I wasn’t born a leader. They were all around me though. In the community, at work, at school. Leaders were everywhere. They were the heads of families, coaches of teams, business leaders, mentors, organizational decision-makers.
I admired these leaders. They influenced who I was and who I was becoming because I aspired to walk in their footsteps.
And, so, I committed myself to becoming one.
Finally, it came to me. It wasn’t just what leaders knew that enabled them to lead. They had a voice. They could tell their story. They could listen and answer. They didn’t just accomplish, they communicated.
So I set out to find my voice. Learn to process ideas in the midst of discussion. Train myself to listen attentively. Learn to give feedback – and accept it. I needed to organize, plan, deliver and follow up. I needed a place where all the ingredients were there, and someone would guide me along the way.
I found that place. I found a community of learners and the path to leadership.
I am a leader – and I was made.
TOASTMASTERS INTERNATIONAL
Where Leaders are Made
Read slide.

11. Great communicators? ABSOLUTELY
RENOWNED LEADERS THROUGH THE AGES
Great leaders? YES
Great communicators? ABSOLUTELY
Take a look at these leaders. You know who they are – and it is clear to us that these individuals are leaders.
It also clear to us that these people are great communicators.

12. Give them the voice to be the LEADER in the room
Anyone from any industry or context can be the
LEADER
INFLUENCER
MOVER
of their personal and professional tribes
Give them the voice to be the LEADER in the room
LEADER of my industry
LEADER of a movement
LEADER at my career
LEADER of my family
The world needs great leaders. Great leaders also must be great communicators.
What also became clear in the interviews conducted with members is the unspoken benefit Toastmasters provides: Confidence.
Though members may join for different reasons, all members gain the same thing: Confidence. Maybe you started out afraid to speak in public, or you wanted to polish the skills you already possessed. Perhaps the anxiety over your Ice Breaker speech made you faint, or you earned a standing ovation. Whatever your story, somewhere along the way you – along with most Toastmasters – discovered that developing your communication skills helped you to gain confidence and made others look to you as a leader, coach or advisor. When we talk about leaders, we’re not simply talking about people who run companies or manage others. Leaders are heads of families, members of the community, volunteers, mentors and more.
LEADER of my community

13. TOASTMASTERS: Where LEADERS are Made
LEADER of my family
LEADER at my career
LEADER of a movement
LEADER of my community
LEADER of my industry
What differentiates Toastmasters International from other skill-building programs is the powerful combination of strengthening one’s competence in communication and building leadership skills through participating in Toastmasters – thereby gaining the confidence to lead. Toastmasters truly is where leaders are made.
Toastmasters is the only place that bolsters confidence in communication and leadership. Toastmasters is the place where you can find your voice and it is truly where leaders are made.
No matter what industry, leaders have a strong voice.
Find your voice through Toastmasters.
TOASTMASTERS: Where LEADERS are Made

14. DESCRIBING TOASTMASTERS INTERNATIONAL
For more than 86 years, Toastmasters International has been recognized as the leading organization dedicated to communication and leadership skill development. Through its worldwide network of clubs, each week Toastmasters helps more than a quarter of a million men and women of every ethnicity, education level and profession build their competence in communication so they can gain the confidence to lead others.
The world needs leaders. Leaders head families, coach teams, run businesses and mentor others. These leaders must not only accomplish; they must communicate. By regularly giving speeches, gaining feedback, leading teams and guiding others to achieve their goals in a supportive atmosphere, leaders emerge from the Toastmasters program. The organization answers a new generation’s plea: Where can I go to become a better communicator and ultimately, a stronger leader?
Toastmasters continues to build on its legacy by providing a strong foundation for the future. Its proven educational program continually evolves to address the needs of the world’s communicators and leaders both today and tomorrow.
Toastmasters members learn to tell their story. They listen and answer. They plan and lead. They give feedback – and accept it. Through our community of learners, they find their path to leadership.
TOASTMASTERS INTERNATIONAL
Where Leaders are Made
Describing Toastmasters International
From the Positioning Statement, a description of Toastmasters was developed that can be used as the foundation for your communication.
Read slide.

15. THE TOASTMASTERS INTERNATIONAL BRAND
From this research a positioning statement was born. It differentiates the Toastmasters organization from the rest and articulates the unique place that we claim.

16. LOGO www.toastmasters.org
The Toastmasters logo is the foundation of our visual system – as you can see it is not a complete departure from the globe emblem – but an evolution.
Specifically, continents have been removed to equally represent the 116 countries where Toastmasters meet. The globe implies worldwide presence and the tilt of the latitude and longitude lines implies motion.
We’ve used strong colors intentionally to move away from the more subdued lighter blues and yellows of the past.
This logo can be used in 2 ways – by using the wordmark or the complete logo. Please note that the globe treatment can never be used without the wordmark.
A question you may be wondering is “Are we abandoning the globe emblem?” The answer is no. The globe emblem will always be a part of Toastmasters. It will be the seal – used on the backs of manuals and other official documents.
The new logo and wordmark will be at the forefront of our brand.

17. COLOR PALETTE www.toastmasters.org
The new color palette supports both communication and leadership.
You’ll see the burgundy on leadership materials and district level materials. You’ll see the blue on communication materials as well as club level materials.
In this color system these two colors are the prominent colors. The gray, yellow and red act as accent colors.
The numbers on each color represent values – whether you are working in CMYK or Pantone color printing – these are the numbers to use for the correct color match.

18. TYPOGRAPHY www.toastmasters.org
New font treatments will relay the message in a consistent way on club websites and promotional materials.
Gotham – is Toastmasters primary typeface for headlines and titles. The wide stance and geometric traits of its characters exudes genuine confidence without looking stiff or digitalized.
ITC Lubalin Graph Std is Toastmasters secondary typeface used in subheads, text call-outs and subtitles. The geometric character shapes complement our primary typeface Gotham, while its slab serifs convey a strong, professional look.
Myriad Pro is Toastmasters typeface for body copy in print collateral, such as manuals and brochures. This typeface was selected for it legibility when used in large amounts of copy at a small point size.
Arial is Toastmasters web-safe typeface, selected for its similarity to our primary typeface, Gotham. Usage is for any external communication in MS format (Word, PowerPoint, etc.), website and body copy, headers, charts and navigation. Web-based headlines and subheads only in cases where Gotham cannot be converted into an image.

19. IMAGERY www.toastmasters.org
Newly branded photography showcases Toastmasters audiences participating in meetings and activities as well as utilizing the skills gained through their experience within the organization. When selected and applied correctly, photography can add a valuable dimension to any Toastmasters International communication.
For the first time, Toastmasters has created its own branded photo library. Five separate photo shoots were conducted using a mix of professional models and staff to create branded photos. Here are a few samples. More images can be found on the Virtual Brand Portal for club and district use.
Within these images you’ll find:
A range of ages and ethnicities
Branded items incorporated in the photos, such as banners, badges and pins.

20. BRANDED MATERIALS www.toastmasters.org
Here is a look at the newly branded materials. As a club we can strategize how to incorporate these new elements into our meetings.

21. District and Club Brand Manual (PDF) Letterhead and Stationery
BRAND PORTAL
District and Club Brand Manual (PDF)
Letterhead and Stationery
Meeting Agenda
Training Materials
Videos
Logos
Websites
Visual system elements
Name Tent cards
Banner
Marketing Fliers
PowerPoint
Business Cards
Photo Library
One of the questions Toastmasters often received is “How can clubs maintain their individuality if they must follow the brand?” The short answer is that you can do both. The Virtual Brand Portal provides you with a templates and guidelines for the visual and verbal system to create your materials. Within the system there is a complete color palette, graphic elements and target messaging that you can use how you wish. You can still apply creativity while staying within the brand guidelines.

22. AGENDA www.toastmasters.org
The agenda is the first touch point to our members and potential members each and every meeting. This newly designed agenda is the result of internal research and club leader feedback.
In addition to the color version of the agenda a one-color version was created for those clubs that do not print color agendas.

23. WEBSITES www.toastmasters.org
Websites. FreeToastHost has made it an easy flip to transition club websites. In addition Toastmasters has provide Google and Wordpress themes which you can see above. All websites should be more simplistic and use one of three special club mastheads for their websites. More information about websites can be found on the Brand Portal – toastmasters.org/brandportal.

24. BANNER www.toastmasters.org
Club banners. All clubs are encouraged to purchase a new banner when they have sufficient funds to do so. A 20% discount will be given to clubs that purchase a new banner by December 16, If we decide as a club to raise funds this year, this is what it looks like.

25. LECTERN
Lectern

26. Online Banners and E-mail
banner and signature guidelines. When communicating to members and prospective members via , be sure to include this banner and format your signature to follow these guidelines. You can download these graphics from the brand portal on the Toastmasters website.

27. MANUALS www.toastmasters.org Sample manual covers
Toastmasters has developed a color-coding system so that members can easily identify the education program:
Burgundy – leadership
Blue – communication
In addition, materials for clubs are the blue color, and materials for districts are burgundy.
This system is used across all manuals, badges, pins and other collateral pieces.

28. Past District Governor Pin
PINS AND RIBBONS
CC Award Pin
Membership Pin
Pins and Ribbons
Club President Pin
Past District Governor Pin

29. BADGES www.toastmasters.org
Badges. There are now five different types of badges, depending on a member’s designation.

30. POWERPOINT TEMPLATE www.toastmasters.org
PowerPoint Template. Use this template for your presentations to membership. Ideal for training and open house information.

31. STATIONERY www.toastmasters.org
Stationery. Download newly branded letterhead and business card templates from the brand portal.

32. BROCHURES AND FLIERS

33. THE CLUB’S ROLE www.toastmasters.org
So now that we have seen the new look of Toastmasters – what is a club’s role in the Toastmasters brand refresh?

34. Share your leadership story with your fellow members!
THE CLUB’S ROLE
Apply the new brand through materials across the club – refer to the brand portal, use the new agenda, update the club website, etc.
Reinforce the new brand through consistent application of your club’s messaging and visual communications.
Share your leadership story with your fellow members!
As a fellow member of a club we’ll need to apply the new brand through the materials in our meetings – the brand portal will give us access to a lot of these materials including the new agenda. We’ll also need to update our website.
We’ll want to reinforce the new brand through consistent application in our club’s messaging and visual communications. By following the District and Club Brand manual we’ll be able to determine whether are communications are on-brand.
Also something we’d love to hear is your leadership story. Take time to think about how Toastmasters has helped you and please share it with the club!

35. WHERE
LEADERS
ARE
MADE
Toastmasters International Where Leaders Are Made - will be the tagline moving forward. Different from a theme, this is an enduring message of who we are today. It will not change from year to year.
“In order to accomplish our mission, Toastmasters members, clubs and districts must provide one single, consistent message that demonstrates what Toastmasters is and what we offer the world.” – Toastmasters International President Michael Notaro, DTM
For many years, Toastmasters has been synonymous with public speaking, However the powerful combination of strengthening one’s competence in communication and building leadership skills through participation in Toastmasters is what differentiates Toastmasters International from other skill-building programs. The new official tagline, “Where Leaders Are Made,” reflects this synergy between communication and leadership. Toastmasters training helps members build their competence in communication so they can gain the confidence to speak effectively and lead others.
It is important that we all understand what this tagline means. It is not intended to summarize the entire member experience; rather, it represents what differentiates Toastmasters. It tells members and potential members what makes Toastmasters different from any other option they could choose to grow their communication and leadership skills.
By consistently implementing this tagline along with the supporting brand positioning messages and imagery, you convey to the world that Toastmasters owns that place where members join and gain confidence in public speaking and communication. That confidence often gives them the strength to lead. Regardless of whether a Toastmaster has chosen to become a leader or not, but the mere fact that they are strong, clear and confident communicators, they are often naturally sought out as mentors, advisors and leaders.