2015-04-28 Beyond Your Logo
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Transcript of 2015-04-28 Beyond Your Logo
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Beyond Your Logo: Why Good Brands and Good Management Are Inseparable
Larry Checco, Checco Communications
Thrive. Grow. Achieve.
April 28, 2015
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Beyond Your Logo
Why Good Brands and Strong Management are Inseparable
Presenter
Larry Checco
Sponsored by Raffa’s Learning Community
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1. Introductions: * Your name * Your organization * Interesting personal fact about you
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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?
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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.
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Branding Myth #1
“Marketing and branding are one and the same.”
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Marketing & advertising are promotional strategies.
Your brand is a reflection of
everything associated with your organization.
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Branding Myth #2
“Once we have an attractive logo and catchy tagline, we have our
brand.”
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Your logo and tagline are simply the banners for your brand.
Your brand drills much deeper into
your organization’s core values.
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Branding myth #3
“Branding is the responsibility of our communications and
marketing folks.”
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If it helps, consider the person who
answers your phones your
“Director of First Brand Impressions”
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Branding myth #4
“We don’t have a budget to promote our brand.”
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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.
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One of your worst branding nightmares is a disgruntled
workforce, which is often the result of poor
management and an unhealthy work environment!
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Step #1
Conduct a SWOT analysis of your current workplace environment.
• Build on/promote Strengths • Address Weaknesses • Leverage Opportunities • Prepare for any perceived Threats
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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
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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
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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!
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Final Take-Away
The quality of your brand is often a referendum on how you treat your
people.
Your brand is your DNA!
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One Final Thought
Everyone you meet is fighting a hard battle.
BE KIND!!!
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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