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Branding Beyond the Logo: How Brand Relates to the Bottom Line

Competition for dwindling resources is more ferocious than ever - and is threatening to become more so. It's not enough to simply be good at what you do. Today, you need to differentiate your nonprofit from other organizations by branding who you are, what you do, how you do it - and, most importantly, why anyone should care enough to support you!

This OnDemand Webinar will bring you beyond marketing and advertising and help you understand how quality leadership and staff, accountable and ethical behavior, and your organization's willingness, ability and commitment are at the heart of your brand identity. Its core objective is to help you clearly define, promote and protect your brand, as well as create a plan to incorporate cost-effective, practical branding elements into your organization's everyday business activities.


Runtime: 83 minutes
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Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Agenda

What Is Branding?

  • Branding Is Far Less About Marketing, Advertising and PR, and for More About Quality Leadership and Staff, Accountable and Ethical Behavior, and an Organization's Willingness, Ability and Commitment to Live Up to Whatever It Says About Itself
  • A Brand Is Your DNA
  • A Brand Is Your Story Not Your Fairytale

Branding Myths

  • Branding and Marketing Are One and the Same
  • Once We Have an Attractive Logo and Catchy Tagline, We Have Our Brand
  • Branding Is the Responsibility of Our Marketing and Communications Folks
  • We Don't Have a Budget to Promote Our Brand

Brand Management

  • How to Create or Identify Your Brand
  • How to Promote Your Brand
  • How to Protect Your Brand
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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Credits

OnDemand Course

This course was last revised on November 29, 2012.

Call 1-866-352-9540 for further credit information.

This program does NOT qualify, nor meet the National Standard for NASBA accreditation.

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Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

Faculty

Larry Checco

Larry Checco

Checco Communications

  • President of Checco Communications
  • Checco Communications is a consulting firm that focuses in branding, it helps organizations clearly define who they are, what they do, how they do it and, most importantly, why anyone should care enough to support them
  • More than 25 years of communications experience, he has helped to raise the brand visibility, fundraising capabilities, recruitment efforts, membership levels, and impact of some of the nation’s largest and smallest organizations and government agencies
  • Speaks, and conducts courses and workshops on branding around the country
  • Faculty member of the NeighborWorks® Training Institute - an adjunct of Southern New Hampshire University - and a facilitator for the Weinberg Fellows Program
  • His articles on branding and leadership are referred to and reprinted on countless web sites
  • His first book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization has sold thousands of copies worldwide
  • Latest book is entitled Aha! Moments in Brand Management: Commonsense Insights to a Stronger, Healthier Brand
  • Degree in economics, Syracuse University; M.A. degree in journalism and public affairs, American University
  • Can be contacted at www.checcocomm.net
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More Program Information

Why Lorman?

Over 33 years and 1.4 million customers worth of experience providing continuing education. Our passion is providing you world-class training to help you succeed in business and as a professional.

All of your training, right here at Lorman.

Pay once and get a full year of unlimited training in any format, any time!

  • Live Webinars
  • OnDemand Webinars
  • MP3 Downloads
  • Course Manuals
  • Audio Recordings*
  • Executive Reports
  • White Papers and Articles
  • Sponsored Live Webinars

Additional benefits include:

  • State Specific Credit Tracker
  • Members Only Newsletter
  • All-Access Pass Course Concierge

* For audio recordings you only pay shipping

Questions? Call 877-296-2169 to speak with a real person.

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Product ID: 390615
Published 2012
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