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Larry Checco Bio

Larry Checco Bio

Larry Checco is president of Checco Communications.  His latest book is entitled Aha! Moments in Brand Management: Commonsense Insights to a Stronger, Healthier Brand.

Checco Communications is a consulting firm that specializes in branding.  It helps organizations clearly define who they are, what they do, how they do it and, most importantly, why anyone should care enough to support them.

Where most branding professionals focus on making sure an organization has an attractive logo, catchy tagline and perhaps a marketing plan, Larry’s take is different.  His 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.

In Larry’s words:  “A brand is not a cosmetic you apply to your organization to make it look pretty.  A brand is nothing less than your organization’s DNA.  It’s a true reflection of who you are and what you do.  You can spend untold sums 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 what you have is all sizzle and no substance, and it won't take long for your target audiences to find that out.”

He firmly believes that good branding principles are universal and apply to all companies and organization, including for-profit, not-for-profit, government agencies, academic and religious institutions, alike.

In his more than 25 years of communications experience, Larry has helped to raise the brand visibility, fundraising capabilities, recruitment efforts, membership levels, and impact of some of the nation’s largest—and smallest—organizations and government agencies, including the American Red Cross, National Institutes of Health, the U.S. Postal Service, U.S. Department of Energy, and NeighborWorks America®.

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 a facilitator for the Weinberg Fellows Program.

Larry’s first book, Branding for Success: A Roadmap for Raising the Visibility and Value of Your Nonprofit Organization has sold thousands of copies worldwide. His articles on branding and leadership are referred to and reprinted on countless Web sites.

Larry holds a degree in economics from Syracuse University, as well as an MA in journalism and public affairs from American University.  

For more information on Larry and his work, visit his Web site:

Here are some of Larry's most recent book's - both of them great reads - get your copy at Amazon by clicking below (also available on Kindle).

Be sure to check out some of Larry's great books below.  Both of them are great reads and available on Amazon in Print and Kindle as well.


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