Straightforward Thoughts - Antonio Hallage

The Rotary brand and our image The first question we have to ask ourselves is: Is Rotary a brand?

What comes to mind when we see the Rotary wheel at the entrance of a town, weather it is well or not so well taken care of? A nonRotarian writer once said that every time he drove by a Rotary wheel on a highway, he knew that in that city there were good people who worked to support their community.

A brand is identified by a logo, but mainly by its core message, which is a promise promoted and kept by the organization representted by that logo. The Rotary pin is a symbol we display with pride, which makes us unique and carries a message we honor with our behavior.

Another element of a brand is that it needs consumers, among whom it will prosper and grow, promoting the strength it represents. The consumers of the Rotary brand are mainly the Rotarians and the community members benefited by our organization through the clubs actions.

Rotarians are one of the most powerful factors to enhance the Rotary brand. We are over 1.2 million all over the world, and that is the power of numbers. We must always keep the number of well-qualified members increasing, so our brand and our organization can remain vibrant.

We do not simply have members who support the Rotary brand; we have the enthusiasm of these members. They celebrate the great outcomes of projects, they put our core values into practice, they are 101