What Makes Your Organization Unique?
The Non-Profit Toolbox”s Lisa Morrissey sat down with Stephen Melanson, President of Melanson Consulting to talk about Verbal Branding. Stephen will be the keynote speaker at the Networking for Non-profits meet-up May 6th at the South Shore Science Center. Verbal Branding consists of two main areas: 1. the spoken application for brand positioning, and 2., creating a redefined foundation to build a brand up from it”s foundation. Most organizations need to build their brand down through their organization so all public interactions express a consistent brand message.
Highlights from the interview are below the video.
Stephen works with all types of organizations. Today he is working with financial service organizations. He sees a need in the Non-profit sector to use verbal branding so organizations can differentiate themselves from other similar organizations.
Steve recently worked with the British Consulate”s Economic Development Division to teach them verbal applications and skills to manage conversations. The head consulate said that verbal branding has fundamentally changed the way they think and feel about what they offer the market place. He also worked with Sovereign Bank with similar results and feedback.
Verbal Branding works to help retain customers and donors. It is atoledo.com a way to think and speak about your organization.
Stephen gave three verbal branding tips:
- Forget about your elevator pitch – they are not effective and more about sales than a strategy, brand and organization”s positioning
- You should only have one or two positioning ideas or concepts about your organization.
- Orient and drive all your education on branding internally before directing it outside the organization.
At the end of the video Stephen takes Lisa through a verbal branding exercise for The Non-Profit Toolbox in just two minutes!
Join us May 6, 2010 for a fun evening of networking at the South Shore Science Center.
There will be education, cocktails, prizes and a chance for your Nonprofit organization to walk away with a cash donation! For more information click on the link below.