2013-10-23 beyond your logo
DESCRIPTION
TRANSCRIPT
![Page 1: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/1.jpg)
Thrive. Grow. Achieve.
Beyond Your LogoWhy Good Brands and
Strong Management are Inseparable
Larry Checco, PresidentOctober 23, 2013
![Page 2: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/2.jpg)
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?
![Page 3: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/3.jpg)
MY 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.
![Page 4: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/4.jpg)
Branding Myth #1
“Marketing and branding are one and the same.”
![Page 5: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/5.jpg)
Marketing & advertising are promotional strategies.
Your brand is a reflection of everything associated with your
organization.
![Page 6: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/6.jpg)
Branding Myth #2
“Once we have an attractive logo and catchy tagline, we have our brand.”
![Page 7: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/7.jpg)
Your logo and tagline are simply the banners for your brand.
Your brand drills much deeper into your organization’s core values.
![Page 8: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/8.jpg)
Branding myth #3
“Branding is the responsibility of our communications and marketing
folks.”
![Page 9: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/9.jpg)
If it helps, consider the person who answers your phones your
“Director of First Brand Impressions”
![Page 10: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/10.jpg)
Branding myth #4
“We don’t have a budget to promote our brand.”
![Page 11: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/11.jpg)
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.
![Page 12: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/12.jpg)
One of your worst branding nightmares is a disgruntled
workforce, which is often the result of poor
management and an unhealthy work environment!
![Page 13: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/13.jpg)
Step #1
Conduct a SWOT analysis of your current workplace environment.
• Build on/promote Strengths• Address Weaknesses• Leverage Opportunities• Prepare for any perceived Threats
![Page 14: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/14.jpg)
Step #2
Evaluate your management 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
![Page 15: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/15.jpg)
Step #3Accept the “New Normal” with respect to:• Technology• Generational issues• Volunteerism• Funding sources• Expectations of funders, clients, partners and
others
![Page 16: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/16.jpg)
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!
![Page 17: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/17.jpg)
Final Take-Away
The quality of your brand is often a referendum on how you treat your
people.
![Page 18: 2013-10-23 Beyond Your Logo](https://reader035.vdocument.in/reader035/viewer/2022062614/546f94dbaf79599b388b4771/html5/thumbnails/18.jpg)
Page 21
Thank you!
Larry CheccoChecco Communications
Branding consultant/coachMotivational speakerWorkshop 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