Brand FAQs
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District leaders, club leaders and members – how to prepare
To prepare for the exciting update in August, please read the Toastmasters Brand FAQs.
Why did Toastmasters update 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.
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.
Who did you interview and what research was completed to justify rebranding the Toastmasters organization?
In late 2009, World Headquarters and its branding partner conducted research to better understand Toastmasters' position in the market. The research comprised 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 public's varying perceptions of the organization often impede the clubs' and districts' ability to be successful.
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.
Is it acceptable for districts and clubs to create custom themes, pins and logos? Will we have a new organizational 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 and visual identity. The benefits and our mission do not change, yet having a theme in your district or club that changes each year implies a change in mission or direction. In addition, creating custom logos and pins causes brand confusion among the membership that blurs the image of and ties to the international organization.
Although districts and clubs should no longer create custom themes and logos, they are encouraged to develop conference- and club-specific themes that relate to the educational materials, speakers and topics that will be presented during the event or meeting.
In August 2011, "Where Leaders Are Made" is to be used as the enduring brand message 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’ 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?
Begin using the newly branded materials in your district and throughout your clubs. Be sure to visit the brand portal for free resources to refresh these materials. 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 you have sufficient funds to do so. This includes banners, lecterns, ribbons and other promotional materials.
Do I have to replace my educational manuals and certificates with newly branded materials?
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.
How can I learn more about the Toastmasters rebrand and who do I contact if I have more questions?
To learn more about the rebrand, visit www.toastmasters.org/WhereLeadersAreMade. International directors, appointed brand ambassadors and 2011 - 2012 district and club leaders are an excellent resource and can answer many of your brand-related questions. If you have additional questions regarding the rebrand, 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 can access a complete Brand Manual on the Toastmasters International website. The manual includes both verbal and visual guidelines to help you understand how to use the new brand elements.
Should club and district websites be updated to reflect the new Toastmasters International brand?
Yes, clubs and districts should rebrand their websites. FreeToastHost (FTH) has launched a FreeToastHost 2.0 platform so each club and district can update the design and software of their website to match the new brand of Toastmasters International; three branded templates are available.
Those clubs and districts that do not use FTH can use Toastmasters-approved Wordpress and Google themes. If the club or district website is
customized or hosted on a different provider, apply the verbal and visual guidelines in this manual and incorporate the visual elements from the brand portal.
Please remove all references of the old globe emblem and expire all outdated club and district websites.
I don’t see the material I am looking for on the Virtual Brand Portal. Can I create custom materials for my club or district?
Yes, if you cannot find the materials you need on the brand portal, you may wish to create custom materials with the Toastmasters logo. Before you begin, please review these three steps to ensure that you communicate the brand properly and protect the Toastmasters trademarks.