Branding for Success!

By Larry Checco

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 & celebrity endorsements. But that you, too, through efficient & cost-effective means, can raise the visibility and value of your organization in powerful & meaningful ways.

There's nothing in this book that's beyond the reach of any organization. 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

• Format: Paperback
• Language: English
• ISBN: 1412052491
• ISBN13: 9781412052498
• Release Date: March 2005
• Publisher: Trafford Publishing
• Length: 104 Pages
• Weight: 0.35 lbs.
• Dimensions: 0.3" x 6.0" x 9.0"

Customer Reviews

Great overview of the branding process!

Read Larry's book--loved it! I plan to order 20 copies for executive staff and board members as we head into a major rebranding campaign. Karen Rayer, Director of Communications, IBS-STL U.S.

Branding for Success

Great book! In this era of huge advertising budgets and mega marketing campaigns this book presents concrete steps that small non-profits can afford to do. Very helpful and can be put into practice immediately. Highly recommend.

EXCELLENT

right on time, in good shape, and the book itself was very interesting and helpful.

Practical book

"Branding for Success is quite good -- and truly needed. The field of nonprofit marketing, identity and branding is growing very fast and, until recently, there were few texts of any kind that addressed these issues as they relate to nonprofit organizations, social change, and cause-related work. All too often, academics and practitioners in the nonprofit world have had to adapt materials developed for the for-profit world. Branding for Success takes concepts that many find daunting and makes them comprehensible. It presents a lot of practical information in a short book. The author also does a nice job of integrating stories, text, lists and so on. I am particularly struck by how accessible the information is. This would be of value to staff and have particular value to board members. They often come from the corporate world and rarely understand the particular issues in nonprofit management, marketing, and advancement."

'Belongs permanently on the desks and night stands of everyone who's ever asked, "What am I about an

Given the profound and visceral importance of identity to individuals, corporations and consumers, this book is long overdue. "Branding for Success" is aimed at non-profits and succinctly lays out the rules for establishing and promoting organizational brand, on the inside and to the outside. Its message though is gold for anyone who wants to define exactly what they're doing professionally and personally. Larry Checco has distilled his decades of experience in helping some of the greatest corporations, agencies and non-profits in America refine and publicize their brands into a book that you can read in one sitting, but which belongs permanently on the desks and night stands of everyone who's ever asked, "What am I about and how do I tell the world?" It has been invaluable in focusing brand clarity and promotion for our startup.