Vol. 1 Issue 2
Spring 2006
Branding Bytes is a FREE
quarterly e-letter courtesy of Larry Checco of Checco
Communications (please refer below to our privacy policy and how
to subscribe/unsubscribe).
In this issue:
Thank you
Many thanks to those of you who responded so positively to the
first issue of Branding Bytes. I
received numerous emails and phone calls asking if the
Branding Myths section of that issue could
be reprinted in newsletters, on websites, for board members,
etc. The rule is: Please feel free to reprint whatever you like
from Branding Bytes as long as it is
attributed to me and includes my contact information.
For those who would like to play an interactive role, please
e-mail me your branding questions, success stories and/or
challenges. I will make every attempt to reflect your input into
future issues of Branding Bytes.
What follows are two of the many questions I received from
readers over the last couple of months.
Questions:
Q. Ours is a new organization
interested in branding. But what comes first, building the
organization or building the brand?
A. To my way of thinking the two are
inseparable. A brand is not a cosmetic you apply to your
organization to make it look pretty after all else is in place;
your brand is nothing less than your organization's DNA;
it is truly who you are and what you do in all your thoughts,
words and deeds. A good brand speaks to everything about your
organization--from the moment you open your doors!
So, whether yours is a start-up, or an organization revisiting
its strategic plan, or merging with another organization and
trying to determine its new identity, you need to ask the
following strategic and brand identifying questions:
The answers to these questions get to the heart of your
organization and should be reflected in your brand messages. If
a good strategic plan is a good management tool, then
it follows that good branding serves as a good messaging
tool to help management achieve its stated goals and objectives.
Q. Our government funding has been drastically cut. How
can branding help?
A. It's true, federal domestic spending is
currently trapped between Iraq and a hard place. The good news,
however, is there's plenty of private sector money out there.
Many community and family foundations, as well as civic-minded
individuals, some of whom may be recipients of sizable
inheritances, are seeking responsible, accountable organizations
to support. But you'll need to make your case to get your
share. And at the risk of repeating myself, it all comes down
to aggressively promoting your brand--i.e. who you are, what you
do, how you do it and why any prospective donor should care
enough to support you.
If you're having trouble answering the last question, ask
yourself this: What would our community look like if we didn't
exist? How many more families would be living in substandard
housing, or not have access to medical care. How many more
children would go to bed hungry, or not be able to read or write
on grade level or have access to the arts? How many more
battered spouses might not have a safe place to take refuge?
Whatever your mission may be, your brand is your calling card to
new revenue streams.
Ask your
questions on live, internet radio
I've been invited to speak about branding on an internet
radio talk show, entitled "Demystifying Nonprofits", hosted
by Celeste Terry. The show originates in Ohio,
and airs Tuesday, April 18 at 6 p.m. EST.
But you won't be able to receive this broadcast on your car
radio. You'll need to log into the show from your computer.
To do so, simply log onto
www.globaltalkradio.com and click on "Listen Live" on
the homepage at the appropriate time, depending on which
time zone you're in. And please feel free--nay, I'd really
appreciate--if you would call in during the show with
your questions or comments. Just call this toll-free number
1-800-773-0355.
So mark your calendars, listen and call in.
It will make my day!
As always, I look forward to receiving your feedback,
questions, success stories and challenges. Also If
you are in need of a speaker, trainer or branding
consultant/coach, I invite you to contact me or log onto my
website for more information.
In the meantime, good luck with your branding!
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