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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

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2015-04-28 Beyond Your Logo

  • 1. Beyond Your Logo: Why Good Brands and Good Management Are Inseparable Larry Checco, Checco Communications Thrive. Grow. Achieve. April 28, 2015
  • 2. Beyond Your Logo Why Good Brands and Strong Management are Inseparable Presenter Larry Checco Sponsored by Raffa’s Learning Community
  • 3. 1. Introductions: * Your name * Your organization * Interesting personal fact about you
  • 4. 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?
  • 5. 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.
  • 6. Branding Myth #1 “Marketing and branding are one and the same.”
  • 7. Marketing & advertising are promotional strategies. Your brand is a reflection of everything associated with your organization.
  • 8. Branding Myth #2 “Once we have an attractive logo and catchy tagline, we have our brand.”
  • 9. Your logo and tagline are simply the banners for your brand. Your brand drills much deeper into your organization’s core values.
  • 10. Branding myth #3 “Branding is the responsibility of our communications and marketing folks.”
  • 11. If it helps, consider the person who answers your phones your “Director of First Brand Impressions”
  • 12. Branding myth #4 “We don’t have a budget to promote our brand.”
  • 13. 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.
  • 14. One of your worst branding nightmares is a disgruntled workforce, which is often the result of poor management and an unhealthy work environment!
  • 15. Step #1 Conduct a SWOT analysis of your current workplace environment. • Build on/promote Strengths • Address Weaknesses • Leverage Opportunities • Prepare for any perceived Threats
  • 16. 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
  • 17. 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
  • 18. 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!
  • 19. Final Take-Away The quality of your brand is often a referendum on how you treat your people. Your brand is your DNA!
  • 20. One Final Thought Everyone you meet is fighting a hard battle. BE KIND!!!
  • 21. 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