Delivering Your Promise! Workshop. © 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 2 Our Adventure I. Embracing the Community

Delivering Your Promise!

Workshop

© 2010 BrandStrategy, Inc. All Rights Reserved

2Community Action Partnership

Our Adventure

I. Embracing the Community Action Promise

II. Assessing your agency’s perception &

imageIII. It’s All About You!IV. Delivering your promiseV. Collective Wisdom



I. The Community Action Promise



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.


5Community Action Partnership 5

Brand Name & Representation

Byline

Tagline

Brand Direction



The Business vs. Promise

RepresentsCommunity Action AgenciesThroughout the US

“Creates joy”

“helping people, changing lives”

“Doing the Most good”

NAME Activity Promise

Grants wishes

Meeting human needs



II. Assessing Your Agency’s Perceptions and Image



Enhancing Clients’/Customers’ LivesYou 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.





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!



Are you one organization with one promise?

Or

Many organizations with many promises?



III. It’s All About YOU!



Promises…Promises

When you think of a Promise, who comes to mind?



Everyone is a Brand!

“Every human being is a brand, the way you

socialize, who you know, what you say.”

-Jerry Seinfeld



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



Three Perspectives for Success

Organization

Personal Professional

Promise



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.



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?



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



“How you make people feel ultimately determines your

success”!



The Promise Balance

Functional expertise is a requirement.Emotional excellence makes the difference.

EmotionalFunctional

What we do. How we make people feel



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.



The Value of a Promise

Benefits

Cost

Perceived Value

Time Feelings Money

=



IV. Delivering Your Promises



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



Rule Number One

Always make clients/customers, influencers and associates feel

APPRECIATED and CARED about when they have a problem or need help.



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.



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.



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.



The PromiseRule

Treat others BETTER than they EXPECT to

be TREATED!



V. Collective Wisdom



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

Delivering Your Promise! Workshop. © 2010 BrandStrategy, Inc. All Rights Reserved Community Action Partnership 2 Our Adventure I. Embracing the Community