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Branding For Success!

by Larry Checco

103 pages; quality trade paperback (softcover); catalogue #05-0144; ISBN 1-4120-5249-1; US$20.00, C$29.38, EUR19.09, £13.23

A good brand is a powerfully good tool. Branding for Success helps you understand and harness that power. Its goal: to help you clearly define, promote and protect your brand.

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About the Book      About the Author      Excerpts      Catalogue Information

About the Book

You're on summer vacation, driving to the beach.

You've been in the car for nearly three hours. The kids are in the back seat screaming that they're hungry and need to go to the bathroom. You look up ahead and see two options: one is McDonald's golden arches; the other is a sign for Frank's Home-Style Cooking.

Where do you stop? And why?

Even if you choose to bypass McDonald's, its brand—namely, what its golden arches signify—helps you make a quick and informed decision.

How?

Through branding—including marketing, advertising and word of mouth—McDonald's golden arches have come to symbolize inexpensive fast food served in a well-lit, family-friendly environment. Its uniformed staff may not drape napkins over their wrists, but the service is reasonable, and for the most part the restrooms are clean and safe. You may not be captivated by what's on the menu, but you know what you are going to get and what it is going to cost.

What do you know about Frank's Home-Style Cooking?

Now put yourself in the place of a funder who has dozens of applications on his or her desk, a tight deadline to meet and limited resources to allocate. Which organization is most likely to receive funding; one that the funder knows, trusts and values or a relatively unknown entity?

In Branding for Success, Larry Checco debunks the notion that branding is the sole domain of large, well-funded corporations that can afford multimillion-dollar advertising budgets and celebrity endorsements. But that you, too, through efficient and cost-effective means, can raise the visibility and value—namely, the brand—of your organization in powerful and meaningful ways.

There is nothing in this book that is beyond the reach of any organization, regardless of size or financial resources. Its two primary objectives are: (1) to make the case for branding and its importance to the sustainability—and perhaps even the survivability—of your organization; and (2) to make the fundamental principles of good branding accessible to everyone.

In short, Branding for Success will help you answer the questions: Who are we? What do we do? How do we do it? And why should anyone care enough to support us?

Here's what respected nonprofit professionals have to say about Branding for Success:

"A must read for getting your nonprofit noticed intoday's financially challenging landscape. Branding for Success offers $60,000 worth of consulting services for the price of a $20 book!"

--John Schall, President and CEO, National Congress for Community Economic Development

"Successful fundraising requires that people understand andvaluewho you are and what you do. Through this book, Larry Checco has made branding--the process for achieving those goals--an easy,cost-effectivetool for all organizations.

--Kathleen Rae King, Vice President for Development, Volunteers of America

"This is the best book on branding for nonprofits I've come across. It's a fresh, friendly, fast--and MUST --read for all executive directors and board members".

--Carol Weisman, President, Board Builders, Inc.

"Branding for Success demystifies the concept of branding, making it easier for nonprofits to effectively 'tell their stories' to funders and other important stakeholders."

--Robert M. Sheehan, Jr., Ph.D. Principal, Sheehan Nonprofit Consulting

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About the Author

In his more than 25 years of nonprofit communications experience Larry Checco, president of Checco Communications, has helped raise the brand visibility, fund raising capabilities, membership levels, and impact of some of the nation's most respected nonprofit organizations and government agencies, including the American Red Cross, Volunteers of America, United States Postal Inspection Service, National Institutes of Health and the Neighborhood Reinvestment Corporation, now NeighborWorks America®.

Larry is a faculty member of the NeighborWorks® Training Institute. He also speaks, and conducts courses and workshops on branding.

Larry's articles on branding have been published by the National Housing Institute's Shelterforce magazine and appear on the websites of the Milano Graduate School of Management and Urban Policy, KnowledgePlex, and the Michigan State University library system.

Larry holds a degree in Economics from Syracuse University, as well as an MA in Journalism and Public Affairs from American University. He lives in Silver Spring, Maryland, with his wife, Laurie, and their two sons, Brian and Peter.

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Excerpts

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Catalogue Information

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