Branding for Success

The AFP Leadership Academy

Presented by Potomac Communications GroupOctober 2, 2009 * Orlando, Fla.

Why Is Branding So Important?

“If you don’t brand yourself, you can rest assured that others are branding you. And letting others brand you can be risky business.”

– Garr Reynolds

Branding v. Positioning

• The part of the marketplace that you own … or want to own

• The strongest/most unique element of your competitive strengths

• The word or phrase you own that differentiates you from competitors

• “Positioning defines how a brand compares to competing brands.”

• “Positioning provides the contextual meaning for a brand.”

Why Brand – or Rebrand?

• Competitive advantage or challenge

• Change in business model

• Change in capabilities (i.e., acquisitions, divestitures)

• Relevance, effectiveness of current position

Strong, Effective Brands Are…

• Based in truth…but aspirational

• Designed to differentiate you and your business from the competition

• Developed strategically, not tactically

• Rooted in strong commitment

• Personal … and represent a promise

Branding Examples: Narrow Your Focus

Research Results – To come

Branding Example: Beck’s Beer

• Heineken #1 – First major imported beer in U.S.

• Lowenbrau #2 – Most popular German beer in U.S.

• Beck’s – no market position … until

• Beck’s – Taste the most popular German beer in Germany

• Beck’s is now #2 in U.S.

• What happened to Lowenbrau?

Branding Characteristics

• Market driven – in context of your competition

• Salient – must mean something to “customers”

• Credible – reflects your position in the marketplace

Other Definitions to Consider … • What is a brand?

– How a company/enterprise/product/service is perceived– What it stands for … its definition

• Brand equity– The value of a company over (or under) its book value

• Reputation– Good will at a point in time – snapshot of brand equity– "Having or getting a reputation isn't a matter of choice.

You either actively shape your reputation or you passively accept it."

• Messages– What you want key audiences to know about your

enterprise

How To Build Your Personal Brand

• Invest some time to discover your brand• Determine what you need to say to “buy that

brand” • Get quoted in the trade press (both ‘development’

and the field you work in, like education)• Become a leader in the association (committees,

major speaker at a conference, officer)• Author articles for the local paper – even op eds.• Employ social media (LinkedIn, Twitter, blogs)• Get active• Work with the tools that AFP provides you

The right messages will help you reach your

audience, bridge differences and connect

common interests

Many Diverse Audiences•Donors•Customers•Regional media•Communities &

community leaders •Business leaders•Opinion leaders•Local & regional

science community•Civic groups•Local & regional

advocacy groups

•National media •National

legislators & politicals•National

advocacy groups• Industry critics•Policy makers •National science

community

The Right Messages …

Achieve these goals

•Make your story easy to remember … and relate to

•Address or define the issue

•Stake out your position

•Look to the future

Pass these tests

• Clear • Short, simple• Salient• Credible• Compelling

Should…

• Be aspirational

• Compelling• Complement

each other• Communicate

the essence of your position

Candidate Clinton – 1992

Goal: Win election

It’s the economy

Universal health care coverage

Change vs. more of the same

What Are Your Messages?

Your Goal in Every Interview

You are not there to answer questions.

You are there to convey your messagesand tell your story.

A Goal in Every VenueAudiences

varyAudiences

LikeAudiences

Dislike

Level of experience

VocabulariesPoints of viewPreconception

sTrustRoles

Access Speed

Accuracy Proof

Quotes Visuals

Blather Overload

Stonewalling

Generalizations

Exaggerations Deceptions

and Lies

Your goal is to be heard, believedand trusted by every audience

Things to Remember

Preparation

• Know why you are being interviewed• Ask how the interview will be used• Know what topics will be covered• Research the reporter• Know what you want to achieve• Choose a topic that helps you achieve

– Be a credible source– Choose a topic you care about– Select details you can cover in the time allotted

Things to Remember

Delivery

• Say great things in simple terms• Repetition helps get your messages

across• Visual aids such as props, flip charts and

slides must complement the content• Prepare and Practice

– Emphasize Three Messages– Anticipate Questions– Rehearse

Deliver Your Messages

1..2.. 3..

Transition to Your Messages

• “To the contrary, I believe the most important point is…”

• “I think what people are really asking is…”

• “Rather than speculate…”

• “I’m hearing very different messages from the people I speak with…”

Make Sure It’s the Right Bridge

Heading Off the Cliff? Stop!

Things to Remember

Preparing for a Media Interview

• Anticipate the easy and the difficult questions

• Have short, positive and interesting answers

• Pause and think before you answer

• Go back and correct any mistakes – yours or the questioner’s

• Say you don’t know if you don’t, and follow up

Ways to Avoid Common Mistakes

• Stay engaged and attentive

• Assume each questioner knows something between nothing and everything

• Reject hypothetical questions

• Avoid repeating or using negatives (no, not, none, nothing, never)

Ways to Avoid Common Mistakes

• Don’t say “no comment”

• Don’t life or deceive

• Don’t speculate, guess or offer personal opinions

• Don’t make promises or guarantees

Performing for TVTechniques

• Communicate verbally and non-verbally

• Deliver your soundbite

• Maintain eye contact• Keep an engaged

posture• Address the

interviewer• Smile and be

pleasant

Appearance

• Simple and professional

• Patterns• Colors• Shirts and blouses• Suits and dresses• Ties and scarves• Jewelry• Makeup

Other Broadcast Media

Radio• It’s all in your voice• Stay brief and on message• Use notes, but don’t shuffle paper

Print• Consider long shelf life• Use time to elaborate• Use anecdotes• Provide supporting information

AFP Resources Available to You

• Model/Sample Chapter Communications Plan  

• Online resources for chapter committee leaders

• National Philanthropy Day Resources

• AFP Code of Ethical Principles and Standards

• Donor Bill of Rights

Resources

• http://garrreynolds.com

• http://www.personalbrandingblog.com

• http://www.personalbrandingmag.com/

(Dan Schwabel)

Contact information:

Leonard S. Greenberger, PartnerPhone: 202-466-7391, x118E-mail: lgreenberger@pcgpr.comWebsites: www.pcgpr.com

Branding for Success

The AFP Leadership Academy

Presented by Potomac Communications GroupOctober 2, 2009 * Orlando, Fla.