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2013-10-23 Beyond Your Logo
Larry Checco argues that strong branding is inseparable from strong management and leadership within an organization. He outlines four common branding myths: that branding is just marketing; that a logo and tagline are sufficient to define a brand; that branding is solely the responsibility of marketing; and that an organization does not need money to promote its brand. Instead, Checco asserts that a brand reflects all aspects of an organization, including its values, leadership, workforce environment, and ability to deliver on its promises. He provides steps for organizations to evaluate and strengthen their management and workplace culture as a foundation for building a strong, authentic brand.
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2013-10-23 Beyond Your Logo
- 1. Beyond Your Logo WhyGood Brands and Strong Management are Inseparable Larry Checco, President October 23, 2013 Thrive. Grow. Achieve.
- 2. What is abrand, 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?
- 3. MY GOAL To demonstrateto 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.
- 4. Branding Myth #1 “Marketingand branding are one and the same.”
- 5. Marketing & advertisingare promotional strategies. Your brand is a reflection of everything associated with your organization.
- 6. Branding Myth #2 “Oncewe have an attractive logo and catchy tagline, we have our brand.”
- 7. Your logo andtagline are simply the banners for your brand. Your brand drills much deeper into your organization’s core values.
- 8. Branding myth #3 “Brandingis the responsibility of our communications and marketing folks.”
- 9. If it helps,consider the person who answers your phones your “Director of First Brand Impressions”
- 10. Branding myth #4 “Wedon’t have a budget to promote our brand.”
- 11. If you leverageyour current resources—i.e. your staff, board members, volunteers, clients, etc.—you won’t need much of a budget to promote your brand.
- 12. One of yourworst branding nightmares is a disgruntled workforce, which is often the result of poor management and an unhealthy work environment!
- 13. Step #1 Conduct aSWOT analysis of your current workplace environment. • • • • Build on/promote Strengths Address Weaknesses Leverage Opportunities Prepare for any perceived Threats
- 14. Step #2 Evaluate yourmanagement leadership: • • • • 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
- 15. Step #3 Accept the“New Normal” with respect to: • • • • • Technology Generational issues Volunteerism Funding sources Expectations of funders, clients, partners and others
- 16. Step #4 Create ahealthy 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!
- 17. Final Take-Away The qualityof your brand is often a referendum on how you treat your people.
- 18. Thank you! Larry Checco CheccoCommunications 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 301-384-6007 Page 21
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