One of the most common descriptions of our brand awareness that I hear is that we are the world’s best-kept secret. So it’s no secret that we should to work together to show the world all we have to offer.
I have to say I love a communications strategy. I once led a digital marketing implementation for a global software house and had lots of fun shaping the systems, processes, and messages to deliver results. From my change management life, I know communications strategies are vital to enable key messages to be shared and to enable two-way engagement and consultation.
When it comes to our brand awareness, here are some key strategies that come to mind.
Update our brand
Hard to believe, but it’s been almost 15 years since we updated our brand, so let’s look at ways of modernising and energising the logo, colours, and our messaging. Let’s investigate if a more informal approach will appeal more to wider audiences, including younger people who grew up in the digital world.
Digital campaigns
We should make use of current technology to attract younger viewers. For example, intensify the promotional campaigns with a constant flow of themed messages on platforms like TikTok, YouTube, and Instagram. Include speeches, speaker tips, and member journey stories to engage and inspire. This creates opportunities for members all over the world to not only contribute content, but to be recognized for it.
Align global and local
We can engage global and local markets by creating campaigns that are shared not just globally but have adapted content for local audiences across different parts of the world. By aligning messages, tags, and search engine optimisation, we can unify our messages globally, celebrate our diversity, and amplify our impact. Harness the power of merchandising
Let’s empower local Toastmasters and license more vendors to create Toastmasters merchandise that is aligned with a reenergized brand. Encourage variety that is aligned with the brand, showing the power, community, and fun side of Toastmasters. Encourage enthusiastic members to wear and show branded products in their lives. Use the Toastmasters magazine to showcase members wearing the brand to generate interest in proudly showing the world we are Toastmasters.
Strategic partnerships
Let’s work together with other organisations and associations to raise awareness of what we can achieve together. Consider online learning platforms, youth organisations, corporates, as well as social media influencers that align with our purposes and values as possible partners.
Working with strategies such as these will help us put our brand to work and raise awareness of the powerful impact of Toastmasters on our lives. What are strategies that you suggest to make Toastmasters a household name?
