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Branding for Success The AFP Leadership Academy Presented by Potomac Communications Group October 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 • Beck’s – Taste the most major imported beer in popular German beer in U.S. Germany • Lowenbrau #2 – Most • Beck’s is now #2 in U.S. popular German beer in U.S. • What happened to • Beck’s – no market Lowenbrau? position … until 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 • National media • Customers • National legislators • Regional media & politicals • Communities & • National advocacy community leaders groups • Business leaders • Industry critics • Opinion leaders • Policy makers • Local & regional • National science science community community • Civic groups • Local & regional advocacy groups The Right Messages … Achieve these goals Pass these tests Should… • Make your story • Clear • Be aspirational easy to remember … • Short, simple • Compelling and relate to • Salient • Complement each • Address or define • Credible other the issue • Communicate the • Compelling • Stake out your essence of your position position • Look to the future 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 messages and tell your story. A Goal in Every Venue Audiences vary Audiences Like Audiences Dislike Level of Access Blather experience Speed Overload Vocabularies Accuracy Stonewalling Points of view Proof Generalizations Preconceptions Quotes Exaggerations Trust Visuals Deceptions and Roles Lies Your goal is to be heard, believed and 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 TV Techniques Appearance • Communicate verbally and • Simple and professional non-verbally • Patterns • Deliver your soundbite • Colors • Maintain eye contact • Shirts and blouses • Keep an engaged posture • Suits and dresses • Address the interviewer • Ties and scarves • Smile and be pleasant • 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, Partner Phone: 202-466-7391, x118 E-mail: firstname.lastname@example.org Websites: www.pcgpr.com Branding for Success The AFP Leadership Academy Presented by Potomac Communications Group October 2, 2009 * Orlando, Fla.
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