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Beyond Your Logo: Why Good Brands and Good Management Are Inseparable
Larry Checco, Checco Communications
Thrive. Grow. Achieve.
April 28, 2015
Beyond Your Logo
Why Good Brands and Strong Management are Inseparable
Presenter
Larry Checco
Sponsored by Raffa’s Learning Community
1. Introductions: * Your name * Your organization * Interesting personal fact about you
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?
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 style: • 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 #3 Accept the “New Normal” with respect to: • Technology • Generational issues (Millennials vs Boomers) • 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.
Your brand is your DNA!
One Final Thought
Everyone you meet is fighting a hard battle.
BE KIND!!!
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
301-602-8332