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Morehouse School of Medicine Department of Psychiatry & Behavioral Sciences
HBCU-Center for Excellence in Behavioral Health
Behavioral Health Webinar Series
Your Brand and Your Message: Keys to Sound Leadership
Presented By Mr. Christopher Cathcart
Founder, OneDiaspora Group
Through a Cooperative Agreement with the Substance Abuse and
Mental Health Services Administration’s (SAMHSA) Center for
Substance Abuse Treatment, (CSAT) and Center for Mental Health
Services, (CMHS) Morehouse School of Medicine established the
Historically Black Colleges and Universities Center for Excellence in
Behavioral Health (HBCU-CFE), funded as Grant No. TI-0205590.
HBCU - Center for Excellence
Overview
•Promote student behavioral health to positively impact student retention
•Expand campus service capacity, including the provision of culturally
appropriate behavioral health resources
•Facilitate best practices dissemination and behavioral health workforce
development
Goals of the HBCU - CFE
...about Chris
Founder/President, OneDiaspora Group
Howard University grad, 1986 BA, Communications
30-year Public Relations and Marketing Pro (CNN, Motown Records, Warner
Bros. Television, Hidden Beach Recordings)
Public Speaker
Adjunct College Professor (Syracuse University; California State University,
Northridge)
Published Author
Your Brand and Your Message Keys to Sound Leadership
Presented by Christopher D. Cathcart Founder, OneDiaspora Group
Tuesday, May 23, 2017
Published Work
... about the books
“HBCU Experience – The Book” is a Collection of
Essays Celebrating the Black College Experience (co-
edited with Howard University professor Dr. Tia C.M.
Tyree; published in 2015; Vol. 2 is under construction
NOW!)
“The Lost Art of Giving Back” is a guide to encourage
volunteerism (published in 2006; Chris is a 17-year mentor
for Big Brothers/Sisters of Greater Los Angeles and
volunteer advocate)
Main Goals of this presentation
Are to help participants ...
Understand how to develop and control a clear
personal and group “Brand”;
Better Grasp the importance of constructing a
message that resonates with a targeted audience;
Become familiar with such concepts as “passive vs
active” Brand, “the 4A’s of Marketing” and “the
communications process,” among others;
And, most importantly, become ACTIVELY
engaged in all the above.
Main Goals of this Presentation
Are to help participants ...
Two words to keep in mind
Campaign - “an organized course of action to achieve
a particular goal”
Leadership - “the action of leading a group of people
or an organization”
What is a Brand?
A logo is NOT a Brand!
A logo tells you “where” something is ...
... A “Brand” will tell you “what” it is.
Brand Definition
For this discussion, we will define brand as:
“The Characteristics that Distinguish You”
Not what makes you better or worse, per se,
but different, unique, special, etc.
Quick assignment
On the next few slides are the images of three people I’m
sure you are familiar with – please take a moment with
each one to jot down a few words or short phrases that
come to mind when you think of them.
Consider the things that make them “distinguishable” in
general and in context to the areas/professions they are
most known for.
“Da King”
“Da Queen”
“Da Prez”
Did any of these come to mind?
Hardworking
Talented
Strong
Assertive
Winner
Leader
Here’s a few more Brands
to consider ...
Again, jot down a few words or short phrases that
come to mind when you think of them.
Volvo
Whole Foods
Black Lives Matter
Oprah
Starbucks
Here ...
Brand Perception Matters
Passive vs Active Brand
Again, for the sake of this discussion, I’ve divided
Brands into two key areas -
a Passive Brand and an Active Brand.
Passive Brand
Simply put, in the absence of a strong brand that
you establish for yourself (or for a group), this is
the brand that we (those around you) assign to
you.
Consider this, when was the last time you asked someone for approved
guidelines before you described them to someone else? You simply
relayed what you perceived that person’s brand to be. The same thing
happens to you.
Active Brand
This is the brand that you establish, control, dictate. If and
when it evolves, it does so in ways that reflect the brand
attributes that you want to be know for; folk perceive what
you actively and consciously project.
Quick question: If your best friend was blind, how would they describe you to someone
else, and would they use the same words that you would use to describe yourself?
What are your “Brand” Attributes?
Here’s a little help ...
My Active “Brand” attributes:
Public Speaking
Teaching on the College Level
Writing/Publishing
Volunteer Advocate
HBCU Advocate
Communications Specialist
You must act on your Brand, not just wish for it.
Know The “10 C’s” of Branding
by William Arruda
Competent
Credible
Clear
Compelling
Consistent
Constant
Confidant
Connected
Committed
Current
The Life Graph
Often, Your “Brand” will emerge at the point
where your Passions and Skills Connect
Again, what are your “Brand” Attributes?
Jot them down, and think more about skill sets and
interests than personality traits.
Message is King
After your brand, your messaging is
the key element in any campaign.
But it is just one in a 4-step process when it
comes to reaching your audience(s).
The “4 A’s” of Marketing
by Brian Norris
Audience
Attention
Acceptance
Action
Whenever you are trying to engage your audience, be it to sell a product, support an
event, adopt an idea, take up a cause or vote for a candidate, you essentially go through
this process.
Now I want you to be actively aware of these steps.
The first “A”- Audience
Nothing is more important than knowing who you are trying to reach. Most of
the mistakes made in any kind of campaign can be traced to either not knowing
enough about your audience, or assuming “everyone” is your audience; here is
where efforts are lost and money and time is wasted.
Take the time to know as much about your audience as possible; break it into
pieces (students, faculty, surrounding community, the media, etc.). Tier it from
the most important to the least - which helps you allocate time and resources
appropriately.
If you can, hold focus groups, extend surveys, etc. to find out such things as how
they like to receive information, feel about your mission, view related issues, etc.
This is the most important “A” – all else is lost if this is wrong.
The second “A”- Attention
Once you know who your audience is, now you can efficiently grasp how best to
reach them. You can determine which methods – social media, traditional media,
special events, etc., is best suited for max impact.
And if you have broken your audience into sections, some outreach techniques
may work better than others for certain portions of the folk you are targeting. If
your audience is comprised of various diverse groups, a one-size-fits-all approach
won’t cut it.
The Third “A”- Acceptance
For the sake of this discussion, this “A” is crucial. Acceptance is
essentially your “MESSAGING.” What is it about your offer, promise,
pledge to your audience that compels them to “accept” that what you put
forth is the best option for them; that your efforts are worth their time and
attention? Since, for the most part, you and your organization won’t be
the only ones vying for their support.
Take a second and think why you choose to support certain products like
Apple and Nike, or movements like “Black Lives Matter.” Or frequent a
certain barbershop or salon. Simply put, they – the group or business or
movement - trying to reach you 1) knows their brand attributes and 2)
understands you (its audience) and thus tailors the messaging to impact
you in ways that you find important or valuable.
Your messaging to you audience must underscore your brand attributes’
inherent value to them, not to you. When this occurs, acceptance
happens.
The fourth “A”- Action
This one is easy to understand, but very often overlooked. Once you
know who your audience is, mastered the best ways to get its
attention and got your messaging down so they accept your offer as
the best option (or one of the best options), what do you want them to
do?
Once you have cleared all the hurdles to this stage, be clear about the
“ask.” Do you want them to get a health screening, donate funds or
time, participate in a social media campaign, join your group, etc.?
What action do you want them to take? During the course of a
campaign, you may require your audience to commit to a number of
different actions, but it should always be clear what you want them to
do, every step of the way.
Audience - Who are you trying to reach? (Break into pieces if possible.)
Attention - What methods are you using to reach them?
Acceptance - How does your messaging convince them that they
should accept what you propose?
Action - What action(s) do you want them to take?
The “4A’s” of Marketing Recap
A few general points on messaging
and social media
Note: The process of conducting the mechanisms of social
media change daily, however, the role of a powerful message
has been a constant for generations.
The Communications Process
Be an active participant
Here’s the deal, we can’t all be accountants, scientists, engineers,
doctors, professional athletes, lawyers, teachers and so on, but we ALL
are communicators to some degree, and we can all be better at it.
Quick Tips on Social Media Toy vs Tool concept
Without a doubt, social media will be the main way
you will connect with your audience ... but be wary.
When it’s a Toy
It’s about “YOU!”
When it's a Tool
It’s about your “Audience!”
Message “Trumps” Method
In social media and beyond - Content is KING.
Fight the desire to elevate form over substance when
communicating to your audience – the message, not the method,
is key; social media is merely a tool, albeit a strong one. Content
is king.
Sister Harriet Tubman led slaves to freedom, often by communicating messages
via coded hymns and Negro Spirituals; today, she might use other methods but
the core message – or content – was and is what’s most important.
Observe the “3 M’s” of Social Media
Manage when and how long you are “social networking” for the group –
the suggestion is three days a week/fifteen minutes per day, but see what
works for you and adhere to a schedule;
Monitor what's going on the social media you use, stay involved/stay
aware (you don't have to post something each time you check your social
media);
Measure how many likes, new subscribers, website visits,
friends/followers, email open rates, click throughs, survey participants, etc., is
your network growing?
Also, appoint a designated person or team for social media outreach; this
helps streamline the process and keep the core messaging focused. And
helps keep it a tool, not a toy.
Take Control of Your brand
Know what distinguishes you; your “Brand” will
evolve, but you determine how and when;
Have an Active “Brand” (the one you establish);
Be mindful of the “10 C’s” of Branding, apply them
to yourself.
Folk should use the same words to describe you that you would use to describe
yourself.
Message is king
Message = Content
Be actively aware of the “4 A’s” of Marketing when
conducting a campaign;
Master the “Communications Process;”
Use Social Media as a “Tool” not a “Toy;”
Manage, Monitor and Measure (the “3 M’s”) your
social media efforts.
Keys to sound leadership
Text
Know your brand and ensure your message
resonates with your audience. And be actively
engaged with the process, don’t take your brand or
your audience for granted.
And ...
... Listen Up!
All good leaders “listen” as well or better than they speak.
The most important aspect of communications is listening.
Make listening a major “Brand” attribute; You learn by
listening, not talking.
Much thanks for this wonderful opportunity to:
- All the participating students, faculty and friends
who work with the HBCU-CFE
- Dr. Eugene Herrington, Ph.D. & Ms. Joan Trent
Acknowledgments to:
William Arruda - The 10 “C’s” of Branding
Brian Norris - The “A’s” of Marketing
My HBCU education, which makes all things possible.
Stay Strong
Please STAY IN TOUCH
Christopher D. Cathcart
OneDiaspora Group
213/840-8740
www.OneDiaspora.com
HBCU Experience – The Book
www.BlackCollegeBook.com
Contact Us! HBCU-Center for Excellence at Morehouse School of Medicine
720 Westview Dr. SW - Atlanta, GA 30310-1495
Office: 1.866.988.HBCU (4228)
Dr. Eugene Herrington
Co-Project Director
HBCU-Center for Excellence
404-756-5747
Mrs. Joan Trent
Program Coordinator
HBCU-Center for Excellence
404-752-1876
Visit
www.hbcucfe.net
