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