Branding Beyond Your Logo

Why Good Brands Make for Successful Fundraising

Presenter

Larry Checco Checco Communications

Sponsored byAssociation Foundation Group

January 15, 2014

What funders want to know:

• Who are you?• What do you do?• How do you do it?• And why should I care enough to

support you?

What is a brand, anyway?

McDonald’s versus

Frank’s Home-Style Cooking

What is a brand, anyway?

McDonald’s versus

Frank’s Home-Style Cooking

MY GOAL To demonstrate 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

Focus on your people and your values:• 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

Your organization’s brand is nothing less than its DNA—

And your best fundraising tool!

Thank you!Larry Checco

Checco 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