Image Branding Youth Exchange Programs

What is “Branding” A name, term, design, symbol, image or other feature that identifies and differentiates your program from others.

What Brand Image do you want? High Market –Well-known –Trusted –Best Quality and Quality Control –Clearly Identifiable Low Market –Price is main emphasis –Lower quality –Brand names are unimportant Mid Market –Limited recognition –Similar quality –Limited loyalty

Why bother with Brand Image Recruiting Selection and Placement Preparation Performance Retention (Rotex) Membership (Parents and former students)

High Brand Image means Standards We are looking for a small market not a mass market. Don’t focus on numbers. Focus on standards. Use brand and logo often. Link it with your program and standards. Constant focus on maintaining standards. Make standards and expectations high and well- known. Communicate expectations, progress, responsibilities and consequences to students during preparation.

Brand Image Theories Students want to be part of something selective. People generally want what they are told they can’t have. When someone begs people to buy, the common response is to do the opposite. Words are important. Use them effectively to build the image you are creating. Delivering on the image strengthens the brand.

Applying Brand Image to RYE Recruit with the idea of being selective and communicate it. Interview thoroughly. It is part of the branding of your program. You selected the students. They didn’t pick you. Require them to formally accept their placements along with the expectations and requirements. Hold them to due dates. Make consequences for breaking the standards.

Applying Brand Image to RYE Use outside “experts” where possible. Decide what standards you want for language, public speaking and other preparation. Communicate where you want the students to be in all areas. Monitor their progress. Make them accountable. Keep them focused on improving their result by focusing on standards.

Applying Brand Image to RYE Watch the details. They define your brand. Be visible. Monitor departures to make sure standards leave within the students. Visual images are important in standards and brand image. Remember that the students are the walking advertisements of your program.

Applying Brand Image to RYE Without quality experiences, brand image is lost. Support students thoroughly during their exchange. Make them live up to your brand standards but give them the support they need for successful exchanges. Build on successes. Communicate successes within the class, Rotary and communities. Make the experiences of the inbounds special and bring the standards for those experiences up where possible.

Applying Brand Image to RYE Celebrate successes when students return. Give students an “exclusive club” to belong to once they return. Allow them to shine for you. They are the image of your program once they return. Their successes later can be yours. Building the brand includes linking students’ accomplishments after their exchanges to your program.

Branding Takes time. Takes planning. Takes a committee to execute. Takes strength of conviction. But, it improves programs.