Photo of handshake and quote: Helping organizations better define who they are, what they do, how they do it, and why anyone should care!

Branding Bytes Archives

Issue 35:
Thoughts On Using Social Media

Issue 34:
Reigning in Public-Private Partnerships

Issue 33:
Seven Ways to Avoid Toxicity In the Workplace

Issue 32:
A Few Bad Apples Bruise the Brand

Issue 31:
Branding Beyond the Logo

Issue 30:
The Yin and Yang of Celebrity Leadership

Issue 29:
Want to Raise More Funds? SPEAK UP!

Issue 28:
Government Funding Cuts: Act!

Issue 27:
"We Are Sorry":
Your Brand is Your Behavior

Issue 26:
Tell Your Story

Issue 25:
Good Leaders

Issue 24:
Think "People,"
Not "Organization"

Issue 23:
What's in a Name?
Just about Everything!

Issue 22:
Is Your Mission
Getting Creepy?

Issue 21:
Welcome to the Age
of the New Normal

Issue 20:
"Receptionist" vs Director of First Brand Impressions

Issue 19:
It's Not About How Your Message is Delivered

Issue 18:
When it Comes to Your Brand, Details Matter

Issue 17:
A Good Brand Requires TLC: Just Ask My Wife!

Issue 16:
Toxic-Work-Environment Syndrome Can Tarnish Your Brand

Issue 15:
Adjusting to the
New Face of Need

Issue 14:
Tired of all the Doom and Gloom? This is Your Time!

Issue 13:
A New Year's Resolution: Don't Cut Off Your Nose

Issue 12:
What You Do Is
About All of Us

Issue 11:
Ethical Standards
and Your Organization

Issue 10:
Leadership: Whose Journey is it, Anyway?

Issue 9:
Giving Circles
and Branding

Issue 8:
The World's Richest Men
— and Philanthropy

Issue 7:
What is an External
Brand Audit?

Issue 6:
Keeping Everyone
on Brand Message

Issue 5:
What is an Internal
Brand Audit?

Issue 4:
Turn Board Members into Better Brand Ambassadors

Issue 3:
Leadership, Vision
— and Branding

Issue 2:
What's 1st—Organization or Brand? / Govt. Cuts?—Branding Helps

Issue 1:
Branding Myths

Issue 1, Winter 2006

Branding Myths

Welcome to the 1st edition of Branding Bytes. This first issue of Branding Bytes consists of questions I am frequently asked in my branding workshops. For style purposes, I've converted the questions into "myths". How do these myths compare with your understanding of what good branding is all about?

Myth #1

Marketing and branding are one and the same.


Branding is less about marketing, advertising and public relations, and more about good leadership, appropriate and ethical behavior and an organization's commitment and ability to fulfill the covenant, or promises, its brand represents. A brand reflects everything associated with an organization, including, but not limited to, the quality of its:

Think of it this way, the brand characteristics you appreciate and admire most in the companies and organizations you like doing business with should be the same brand characteristics to model and nurture in your own organization.

Myth #2

Once we have an attractive logo and catchy tagline, we have our brand.


Many organizations spend an inordinate amount of time, energy and money developing logos and taglines believing they are creating their brands, when in fact a logo and tagline are simply the banners for the brand. Your brand drills much deeper into the core of your organization (see Myth #1).

If all you have is an attractive logo and tagline without the commitment and ability to fulfill whatever promises your brand conveys, then what you have is all sizzle and no steak--and it won't take long for your target audiences to see the smoke and realize there's no meat.

Myth #3

Branding is the responsibility of our communications/marketing/public relations/external affairs departments.


Branding is the responsibility of EVERYONE, from board members to support staff. If it helps, consider the person who answers your phones your "Director of First Impressions."

You might hear, "I work in finance. What does that have to do with branding?" Just ask the folks who worked for Enron, Arthur Anderson, World Com, Global Crossing and a slew of other for-profits and non-profits, alike, how much their finance folks had to do with their organizations' brands--and their livelihoods!

Myth #4

We don't have a budget for branding our organization.


If you effectively leverage your current resources--namely your board members, staff, volunteers, customers, etc. — you may not need much of a budget to better brand your organization.

Your brand is only as good as the people who live it day in and day out. Board members, staff and others who are knowledgeable about what your brand represents, take pride in their work, feel secure in their jobs and are appreciated for the good work that they do make excellent Ambassadors for your brand.

Consider: The founders of both Google and relied exclusively on word of mouth to get their companies off the ground.

As always, I look forward to receiving your feedback, questions, success stories and branding challenges. Also, if you are in need of a motivational speaker, trainer, branding consultant/coach, or management consultant who can help you answer the questions: Who are we? What do we do? How do we do it? And should anyone care? I invite you to for more information.

In the meantime, good luck with your branding! — Larry

About Branding Bytes

Branding Bytes is a FREE quarterly e-newsletter courtesy of Larry Checco of Checco Communications. Please feel free to forward Branding Bytes on to others. However, Branding Bytes is copyrighted and may not be reprinted or reproduced without attributing Larry Checco of Checco Communications as its source and providing the following website address: Thank you.


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