1. Liberty Square Group
4 Liberty Square
5th Floor
Boston, Massachusetts 02109
www.libertysquaregroup.com

2. Marketing and Branding
What is a brand?

3. What is a brand?
• What people think of when they hear your name.
• “the intangible sum of a product’s attributes” –
David Ogilvy
• Something that exists only in someone’s mind.

4. Creating a brand
• Not simply designing logo, launching campaign
• Everyday messaging can help create a brand
• But only if messaging is strong, consistent, targeted

5. To create an effective brand
• You need to know your audience
• Who are you trying to reach?
• How do they receive information?
• You need to know your purpose
• What do you want them to know?
• Why should they care?
• You need to understand the evolution of
communication

6. Finding your audience
• Who are your audiences at CHNA?
• General public
• Families
• Schools
• Hard to reach populations
• Government
• Local administrators
• Policy makers
• Media
• Local newspapers
• Social media?
• Others?

7. How do we message effectively
• Find the “we”
• Identify the smallest community to which you and
the audience both belong
• How are you alike?
• How are you different?

8. Think about your audience
• Personality
• Attitude
• Circumstances
• Knowledge

9. Think about your audience
• How do they receive information?
• What types of messages/communications are
effective?

10. Now think about the purpose
• What is your goal?
• What do you want the audience to do with this
information?

11. Think about your goals
• Are your goals short-term or long-term?
• Is this message designed to bring about change?
• Are you trying to build or maintain relationships?

12. Relationship communications
• Short-term – conversations
• Bringing people together
• Relationship based
• Emails, phone calls
• Long-term – covenants
• Keeping people together
• Mission statements

13. Change communications
• Short-term – correspondence
• Memos, emails
• Action based
• Long-term – conception
• Vision statements
• What should be

14. How is information received?
• Mediums are evolving
• All audiences receive information differently
• Social media, other tools have changed the game

15. If you want to brand effectively
• You need to understand that branding is constant
• Every email, every newsletter, every meeting, every
tweet is part of your brand
• You need to be consistent, clear, efficient

16. Think about CHNA
• What kind of messages do you put out?
• Are they meant to build relationships?
• Are they meant to bring about change?
• Are they consistent, clear, and efficient?
• Are they effective?

17. Group work
• Consider the various cases in front of you
• What is the issue?
• What audiences will you need to communicate with?
• What mediums should you use?
• What is the most appropriate message?

18. Wrap up
• What is a brand?
• A brand is what people think when they hear your
name.

19. CHNA brand
• CHNA brand name is not sexy
• But it is what you make of it.
• If you are consistent, clear, and efficient
• If you are effective; If you deliver your audience,
• People will remember your brand.