2013-10-23 Beyond Your Logo
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2013-10-23 Beyond Your Logo
- 1. Beyond Your Logo Why Good Brands and Strong Management are Inseparable Larry Checco, President October 23, 2013 Thrive. Grow. Achieve.
- 2. What is a brand, anyway? A good brand answers the following… • Who are we? • What do we do? • How do we do it? • And why should anyone care enough to support us?
- 3. MY GOAL To demonstrate to you that successful branding is far less about logos, taglines and marketing…and far more about: • Quality leadership and staff • Accountable and ethical behavior • An organization’s willingness, ability and commitment to live up to whatever it says about itself.
- 4. Branding Myth #1 “Marketing and branding are one and the same.”
- 5. Marketing & advertising are promotional strategies. Your brand is a reflection of everything associated with your organization.
- 6. Branding Myth #2 “Once we have an attractive logo and catchy tagline, we have our brand.”
- 7. Your logo and tagline are simply the banners for your brand. Your brand drills much deeper into your organization’s core values.
- 8. Branding myth #3 “Branding is the responsibility of our communications and marketing folks.”
- 9. If it helps, consider the person who answers your phones your “Director of First Brand Impressions”
- 10. Branding myth #4 “We don’t have a budget to promote our brand.”
- 11. If you leverage your current resources—i.e. your staff, board members, volunteers, clients, etc.—you won’t need much of a budget to promote your brand.
- 12. One of your worst branding nightmares is a disgruntled workforce, which is often the result of poor management and an unhealthy work environment!
- 13. Step #1 Conduct a SWOT analysis of your current workplace environment. • • • • Build on/promote Strengths Address Weaknesses Leverage Opportunities Prepare for any perceived Threats
- 14. Step #2 Evaluate your management leadership: • • • • Hire/appoint well Place the right people in the right job Create a “hero’s journey” for everyone Understand the difference between what’s legal and what’s ethical
- 15. Step #3 Accept the “New Normal” with respect to: • • • • • Technology Generational issues Volunteerism Funding sources Expectations of funders, clients, partners and others
- 16. Step #4 Create a healthy work environment: • Allow staff to speak their truth to your authority • Understand that kindness is not a weakness • Set appropriate and realistic goals • Beware of mission creep • Lighten up!
- 17. Final Take-Away The quality of your brand is often a referendum on how you treat your people.
- 18. Thank you! Larry Checco Checco Communications Branding consultant/coach Motivational speaker Workshop presenter Helping organizations clearly define who they are, what they do, how they do it—and why anyone should care! www.checcocomm.net 301-384-6007 Page 21
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