Beyond Your Logo
Why Good Brands and
Strong Management are
Larry Checco, President
October 23, 2013
Thrive. Grow. Achieve.
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
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
Branding Myth #1
“Marketing and branding are one and
Marketing & advertising are
Your brand is a reflection of
everything associated with your
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
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
which is often the result of poor
management and an unhealthy work
Conduct a SWOT analysis of your current
Build on/promote Strengths
Prepare for any perceived Threats
Evaluate your management leadership:
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
Accept the “New Normal” with respect to:
Expectations of funders, clients, partners and
Create a healthy work environment:
• Allow staff to speak their truth to your
• Understand that kindness is not a weakness
• Set appropriate and realistic goals
• Beware of mission creep
• Lighten up!
The quality of your brand is often a
referendum on how you treat your
Helping organizations clearly define who they are,
what they do, how they do it—and why anyone should