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 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
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
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…”
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: [email protected]: www.pcgpr.com