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 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 messages and tell your story.

A Goal in Every Venue Audiences varyAudiences LikeAudiences Dislike Level of experience Vocabularies Points of view Preconceptions Trust Roles Access Speed Accuracy Proof Quotes Visuals Blather Overload Stonewalling Generalizations Exaggerations Deceptions and 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

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 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 (Dan Schwabel)

Contact information: Leonard S. Greenberger, Partner Phone: , x118 Websites:

Branding for Success The AFP Leadership Academy Presented by Potomac Communications Group October 2, 2009 * Orlando, Fla.