Larry Checco is president of Checco Communications and author of "Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization."
Larry's message is that good branding is far less about marketing, advertising and public relations and far more about quality leadership and staff, appropriate and ethical behavior, and an organization’s willingness, ability and commitment to live up to the promises, or covenant, its brand represents.
“A brand is nothing less than your organization’s DNA," he says, "not a cosmetic you apply to your organization to make it look pretty. It’s a true reflection of who you are and what you do. You can spend millions of dollars on marketing, and say anything you like about yourself. But if you don’t live up to your ‘brand’ in everything you say and do, then all you have is sizzle and no steak, and it won't take long for your target audiences to see the smoke and realize there's no meat.”
He firmly believes that good branding principles are universal and apply to all organizations and companies, for profit and not-for-profit, alike.
Larry speaks, and conducts courses and workshops on branding around the country and is a faculty member of the NeighborWorks® Training Institute - an adjunct of Southern New Hampshire University - and advisor at the University of Maryland’s Robert H. Smith School of Businesses Executive MBA program.
Larry holds a degree in Economics from Syracuse University, as well as an MA in Journalism and Public Affairs from American University.
See our review of Checco's book on branding: 5 Steps to Defining Your Nonprofit's Brand
Larry's other articles:
