Delivering Your Promise! Workshop

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 2 Our Adventure I. Embracing the Community Action Promise II. Assessing your agency’s perception & image III.It’s All About You! IV.Delivering your promise V. Collective Wisdom

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 3 I. The Community Action Promise

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 4 Our 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.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 5 5 Brand Name & Representation Byline Tagline Brand Direction

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 6

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 7 II. Assessing Your Agency’s Perceptions and Image

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 8 Enhancing Clients’/Customers’ Lives You need to walk in your client’s customer’s, associate’s and influencer’s shoes to understand how your brand measures up in their minds.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 9

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 10 Partners or Placeholders? Associate passion and partnership are essential in delivering a Promise! Employees disengage because they don’t buy into the organization’s priorities; they became dissatisfied and unproductive!

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 11 Are you one organization with one promise? Or Many organizations with many promises?

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 12 III. It’s All About YOU!

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 13 Promises … Promises When you think of a Promise, who comes to mind?

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 14 Everyone is a Brand! “Every human being is a brand, the way you socialize, who you know, what you say.” -Jerry Seinfeld

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 15 It’s up to YOU! “Basically you’re it, you are the whole thing. You are personally responsible for your own experience of the world.” John Yokoyama, owner of Pike Place Fish in Seattle’s Pike Place Market

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 16 Three Perspectives for Success Organization PersonalProfessional Promise

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 17 Personal Perspective  Understand and care about how others perceive you.  Adopt a promise related to how you want other people to perceive you.  Act and behave in a manner that benefits others and affirms your promise.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 18 How are you perceived?  How distinct am I?  How outgoing am I?  How intelligent and I?  How happy am I?  How energetic am I?  How thoughtful am I?  How am I at what I do?  How charming am I?  How creative am I?  How inspiring am I?  How would you describe my personal style?

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 19 People Deliver Promises “We’re looking for people who take the business seriously, but not themselves. A sense of humor is a must. And we look for people who were raised on values like the golden rule….we’re a very forgiving company in terms of good honest mistakes, but we’re not at all forgiving about attitude and behavior and demeanor.” -Colleen Barrett, President

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 20 “How you make people feel ultimately determines your success”!

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 21 The Promise Balance Functional expertise is a requirement. Emotional excellence makes the difference. Emotional Functional What we do. How we make people feel

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 22 Professional Perspective  Provide a unique experience and enhance our client’s and customer’s lives.  Achieve associate partnership, passion and support for a promise.  Create a perception of being “valued” and offer distinctive benefits.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 23 The Value of a Promise Benefits Cost Perceived Value TimeFeelingsMoney =

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 24 IV. Delivering Your Promises

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 25 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

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 26 Rule Number One Always make clients/customers, influencers and associates feel APPRECIATED and CARED about when they have a problem or need help.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 27 Rule Number Two Make your organizations’ number one goal to have the HAPPIEST clients/customers, influencers and associates not to be the biggest or fastest growing.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 28 Rule Number Three When your organization begins to anticipate change, FOCUS ON KEEPING clients/customers, influencers and associates HAPPY FIRST and the necessary business details second.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 29 Rule Number Four MEASURE, RECOGNIZE and REWARD your associates who actually delight your clients and customers. Focus on how your associates make people feel and not whether they just answer the phone or do their daily job.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 30 The PromiseRule Treat others BETTER than they EXPECT to be TREATED!

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 31 V. Collective Wisdom

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 32 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.

© 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 33 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.