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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: lgreenberger@pcgpr.com
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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