Branding | What’s on Your Mind? | Biggest Challenges and Brand Attributes 1


Today I completed my first marketing execution class at our local college. The topic: branding for non-profits. This is the first of four courses. It was good to hear that four people referred me as the instructor of choice. How’s that for branding and word-of-mouth?

Because I designed this to be a student-drive course, I started off asking about their biggest marketing and PR challenges. Here’s what we came up with:

- getting the message out on a limited budget

- raising awareness about an “invisible” population

- building advocacy

- delivering value

- promoting events and getting participation in advance

- recruiting volunteers and leaders

- conveying consistent messages

- how to generate viral marketing and buzz marketing across the generations

- how do you do marketing 101?

- changing public perception

- becoming a subject matter expert

We came up with these words to describe branding: identifiable, persuasive, targeted, recognizable, consistent, taglines, emotional appeal, relevant, trustworthy, credible, timely, influence, impact

In the personal branding exercise, I asked them to talk about their relationships to their target brands. Beverages, toothpaste and Tide made the top of the list. No one walked in with a Starbucks, but that’s because most of them have a love/hate relationship with not only Starbucks, but Target, McDonalds and Wal-Mart.

We found these common attributes across their favorite brands: energy [all Diet Coke drinkers], quality, fair, tradition, loyalty, informative, responsive, immediate, convenient, accessible, all-inclusive, personalized, excitement, partnership, collaboration, opportunity, efficiency, organization, mobility, cool, renewable resource, low cost, hand-made, all natural, sustainable, healthy, comfortable fit.

What’s your biggest branding challenge?


About Barbara Rozgonyi

Barbara Rozgonyi publishes WiredPRWorks.com and directs CoryWest Media, an integrated social media marketing and PR firm. As Social Media Club (SMC) Chicago’s founder, Barbara is a recognized spokesperson for brands, bloggers and the social media marketing PR industry. Barbara invites you to join the Wired PR Works community on Facebook or to contact her regarding interviews, partner promotions or speaking engagements at 630.207.7530.


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One thought on “Branding | What’s on Your Mind? | Biggest Challenges and Brand Attributes

  • barbara

    My biggest branding challenge is focusing on one area and drilling deep. As a writer, marketer, blogger and PR practitioner, my talents often match my client’s needs, not my own personal preferences. That’s okay. I love blogging because I can track what attracts readers. What do you think?
    Barbara Rozgonyi, Wired PR Works