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.
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!
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