You are only as good as your Promise!. © 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 2 Discussion Agenda I. It’s all about

You are only as good as

your Promise!

© 2010 BrandStrategy, Inc. All Rights Reserved

2Community Action Partnership

Discussion Agenda

I. It’s all about the Experience

II. Your Community Action Strategy…Why its it important?

III. Your Promise

I. It’s All About the Experience

How do you want your clients/customers,

influencers and associates to feel?



It’s All About the Experience!

We have a promise to our clients, customers, influencers and associates. They should perceive and experience our promise every time they come in

contact with us.Our reputation must evoke a positive emotional response and connection

with our clients/customers, influencers and associates.



From Product to Experience

From: Selling coffee To: Customers experience

the “third place”

STARBUCKS



The Concept of Value

Benefits

Cost

Perceived Value

Time Feelings Money

=



What’s the first word to come to mind when you think of these

organizations?



Newton’s Brand “Law of Gravity”

COMMODITIES: No difference except price

BRAND NAME: Well-known, but similar

BRAND: Distinctive

GENUINE BRAND:UNIQUE Experience!



Every Community Action Agency Should:

Deliver exceptional experiences

Develop a unique distinction

Enhance relevancy

Energize all stakeholders

Guarantee satisfaction



The Experience Balance

EmotionalFunctional

How our clients/customers,

associates and influencers feel.

What we do.



II. Your Community Action Strategy



Why have a strategy…2001? Community Action’s members wanted a common promise and identity

Members requested it- visibility and recognition!

“For far too long, we’ve been America’s best kept secret.”



Why have a strategy…2010?

We are still relatively unknown.

We need to reinforce our promise and our brand elements everyday to achieve recognition, respect and success.

Celebrate someone’s commitment to the promise everyday!



Community Action Partnership Process

1. Brand Assessment

2. BrandPromise

4. Brand Culturalization

3. Brand Blueprint

Define the organization’s essence and experiential commitment.

Become distinctive in customer’s minds apart from other competitorsThink like a brand; live the organization’s promise

Create a unique promise and

paradigm shift



Key Assessment Conclusions #1

People who interact with various Community Action local programs

often are not aware that these programs are administered by Community Action Agencies.




Many people do not know that Community Action Agencies are nationwide – almost 1,000 serve 98% of all counties. Each agency seeks to improve its community and work together as partners to

change lives and improve America.




“Community Action” is included in the name of many of our agencies and identified with

some agencies’ brand identity.




When members are asked about Community Action, they refer to

the process or programs.

When clients or program participants are asked, they

describe their feelings about the people that have changed their

lives.




Many of the legislators and representatives of government

agencies who praise Community Action may not understand the scope and the variety of work Community Action Agencies

perform.



Strategy Re-cap

2001 Kansas CityApproved Promise

2002 New York New Identity-Community Action Partnership



Strategy Re-cap2007

The adoption of an identity symbol and an approved variation to provide flexibility for member agencies such as “Community Action Partnership of….”



Great Advice

“You’ve got to start a new conversation and have a different mentality.”

“People have to know who you are as Community Action.”

Juan Williams



Everyone is delivering our Promise. Hundreds of agencies

are following the brand guidelines and

acting like one brand.

Success!



III. What Is Your Promise?



What does “promise” mean to you?

What is a...

promesa Versprechen 約束 De belofte



Your Promise:

Community Action changes people’s lives,

embodies the spirit of hope, improves

communities,

and makes America a better place to live.

We care about the entire community and we

are dedicated to helping people help

themselves and each other.



A Genuine Promise

Create an exceptional experience

for everyone.



What is an Experience?



The Trust Factor“You gain a huge advantage when people know your word is as good

as gold. In today’s world, there seem to be fewer and fewer

promises we can fully count on. And people really appreciate it when yours is one of them. You lose some tactical flexibility by

keeping your word – but you earn a dividend as well.”

─Tony Simons



What is a Paradigm Shift?

Promise

Products & Services

Performance

Guarantee

ProcessProcess



The PromiseRule

Treat others BETTER than they EXPECT to be

TREATED!



Three Perspectives for Success

Organization

Personal Professional

Promise



Working Together to Deliver One Promise!



“Wherever the Guest experience takes place – in our parks, on the

high seas, on a guided tour of exotic locales, through our vacation

ownership program – we remain dedicated to the promise that our

Cast Members turn the ordinary into the extraordinary. Making dreams come true every day is central to

our global growth strategy.”





We have had the pleasure of advising over 300 brands worldwide including corporations, societies, professional associations, institutions, countries, world-class professionals, celebrities and successful individuals who desire to optimize their perception, image and success by applying the BrandScience™ principles.



Proprietary Properties

BrandMindset®, BrandPromise®, Brandictionary®,

BrandPsychic™, Destination BrandScience™ and

BrandStrategy™ are trademarks of BrandStrategy, Inc.

All other trademarks, brands and brand names are the

property of their respective owners and are used for

illustrative purposes only. No sponsorship, association or

affiliation with BrandStrategy, Inc. is intended or implied.

Documents

You are only as good as your Promise!. © 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 2 Discussion Agenda I. It’s all about