2013-10-23 Beyond Your Logo

Thrive. Grow. Achieve.

Beyond Your LogoWhy Good Brands and

Strong Management are Inseparable

Larry Checco, PresidentOctober 23, 2013

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?

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.

Branding Myth #1

“Marketing and branding are one and the same.”

Marketing & advertising are promotional strategies.

Your brand is a reflection of everything associated with your

organization.

Branding Myth #2

“Once we have an attractive logo and catchy tagline, we have our brand.”

Your logo and tagline are simply the banners for your brand.

Your brand drills much deeper into your organization’s core values.

Branding myth #3

“Branding is the responsibility of our communications and marketing

folks.”

If it helps, consider the person who answers your phones your

“Director of First Brand Impressions”

Branding myth #4

“We don’t have a budget to promote our brand.”

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.

One of your worst branding nightmares is a disgruntled

workforce, which is often the result of poor

management and an unhealthy work environment!

Step #1

Conduct a SWOT analysis of your current workplace environment.

• Build on/promote Strengths• Address Weaknesses• Leverage Opportunities• Prepare for any perceived Threats

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

Step #3Accept the “New Normal” with respect to:• Technology• Generational issues• Volunteerism• Funding sources• Expectations of funders, clients, partners and

others

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!

Final Take-Away

The quality of your brand is often a referendum on how you treat your

people.

Page 21

Thank you!

Larry CheccoChecco Communications

Branding consultant/coachMotivational speakerWorkshop 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