Sunday, June 9, 2013

Lose the Lipstick: Your Brand is More Than a Cosmetic

I have the privilege of speaking again this year to the fabulous fundraisers at Women in Development of Northeastern NY.

Our topic?  Branding.

Branding causes undo confusion in the nonprofit sector.

My experience is that when you start talking about branding people assume that you've wandered off into the wilderness of marketing, technology, and design.  

Worse. They assume the conversation is beyond them.
  • "We know our website is out of date but we just don't have thousands of dollars to fix it."
  • "We'd like to create more video and use more pictures to describe our work but communicating is not our strong suit."
  • "We know our logo stinks but what can you do?"
These are the conversations that ensue and unfortunately, they miss the point because they focus solely on brand IDENTITY.

While presentation IS an important component of branding, the TRUTH is that your brand is NOT and NEVER WAS simply a cosmetic.

As my frolleague (friend and colleague) Larry Checco, author of Branding for Success and Aha!  Moments in Brand Management says,

"Your brand is no less than your organization’s DNA, not a cosmetic you apply to your organization to make it look pretty. It’s a true reflection of who you are and what you do. You can spend millions of dollars on marketing, and say anything you like about yourself. But if you don’t live up to your ‘brand’ in everything you say and do, then all you have is sizzle and no steak, and it won't take long for your target audiences to see the smoke and realize there's no meat.”
In other words, your brand is your organization's REPUTATION.

It's what people say about you and your organization behind closed doors.

You may have a slick website but are you making a real impact in the world? 

You may throw beautiful events but do you treat your employees, patrons, and volunteers well?

This is what people want to know and remember!

When we have conversations about branding for nonprofits, these are the questions that we have to answer BEFORE we change our fonts!

Great nonprofits think carefully (and spend money) to COMMUNICATE their impact and value.  But they also view branding as an exercise that starts from the inside out and involves soul searching.

Want to develop a great brand that garners more resources, relationships, and "real estate?"

Answer these questions first!
  • What does our organization do better than anyone else?
  • What is our impact in the world?
  • Why should anyone else care?
Then add the lipstick. 



Anonymous said...

As well as one of these is actually exactly what hublot replica in the event you provide along with you. In the event that you are going to camping for many times, then you definitely ought to a minimum of possess some thing good in order to rest upon : not really a king-sized mattress along with levels on levels associated with comforter covers, actually, however an easy resting tote. The actual query is actually, exactly what hublot replica sale? There are many a variety associated with resting totes, however typically the most popular 1 appears to be the actual lower resting tote. The reason being there are many benefits in order to by using this kind. Much less Pounds. In whose sale benefits, these people consider under another hublot replica sale. It's extremely essential traveling gentle whenever heading hiking, particularly you're planning to go to a number of locations. You are likely to create your own points upon rucksack, therefore it might be very useful in case your resting tote did not consider a large amount. Having a lower resting cartier replica sale, your own load up might consider just a little lighter in weight and also you will not obtain exhausted as well very easily. Much more Heat retaining material. Despite the various manufactured floods becoming created these days, there's nothing that may defeat the actual insulation energy associated with hublot replica sale. This contains much more atmosphere and therefore acts like a much better insulator. It'll definitely assist you to maintain comfortable through the night. Lower resting totes are specially helpful to those people who are heading mountaineering or even walking as well as desire to remain immediately.

hoxn Ln said...

To find it, visitors needed to Replica handbags venture through a parking lot behind the hotel, into the casino and past the roulette wheels and handbagreplica poker tables, to a tucked-away salon, where a coterie of the world’s most daring horological thinkers Rolex Daytona eagerly awaited their arrival.The setting served as an apt, if unintentional, metaphor. In an industry Replica Watches dominated by global brands owned by deep-pocketed foundations or Replica watches UK .

Gege Dai said...

coach outlet store online
uggs outlet
cheap nfl jerseys
polo ralph lauren
tiffany and co
polo outlet
hollister clothing
ugg boots
michael kors outlet clearance
michael kors

messi awaludin said...

I still liked this article, good, good content, and unique design.Thank you for sharing the article.
obat penyakit silikosisi tradisional

red ball said...

In your blog I was happy to see your article, better than last time, and have made great progress, I am very pleased. I am looking forward to your article will become better and better.
hotmail login | red ball

Kuldeep said...

Maharashtra HSC Result
Maharashtra SSC Result
Mah HSC Result
Maha SSC Result

Meghna Sharma said...

GSEB HSC Result 2017
GOA HSSC Result 2017
CGBSE 12th Result 2017
HPBOSE 12th Result 2017
ISC 12th Result 2017
JAC 12th Result 2017