Defining the Promise of The Chamber of Commerce PowerPoint Presentation

Defining the Promise of The Chamber of Commerce PowerPoint Presentation

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In the 21. st. Century. . BrandBirth. The Arizona. Chamber Executives Conference 2017. September 21, 2017. Why We’re Here:. Sharpening The Brand Focus. BrandBirth. The Job of the Brand. Charting . ID: 722302

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Presentations text content in Defining the Promise of The Chamber of Commerce

Slide1

Defining the Promise ofThe Chamber of CommerceIn the 21st Century

BrandBirth

The Arizona

Chamber Executives Conference 2017

September 21, 2017

Slide2

Why We’re Here:Sharpening The Brand FocusBrandBirth

Slide3

The Job of the BrandCharting an aspirational path for all Chambers to follow. Each Chamber must choose the right

tools to navigate the path on their own.“What

you

do”

and

“how

you do it” become separate conversations.

BrandBirth

Slide4

Our Process for Branding the Chamber of CommercePhase One: Brand Discovery What we know and what it means

Phase Two: Brand Foundation

Understanding

our true Purpose and Value

Phase Three:

Brand Personality Bringing the Chamber of Commerce to life

BrandBirth

Slide5

Phase One: Brand Discovery(Insight and Understanding)BrandBirth

Quantitative Study

200+ Members & Non-Members

(from our own membership and purchased lists

)

Qualitative One-On-One Interviews

25 In-depth

,

30-60 minute

Interviews with

W.A.C.E. leadership

, local Chamber executives, Chamber members

Secondary Research Review

Review of existing W.A.C.E. and ACCE studies to establish baseline

Slide6

Quantitative Research Sample

Respondent Demographics

NON-MEMBER

MEMBER

TOTAL

Male/Female

51

%/49%

54

%/46%

53

%/47%

Age

18 to 24 years

5%

3%

4%

25 to 34 years

25%

15%

19%

35 to 44 years

28%

21%

24%

45 to 54 years

18%

23%

21%

55 to 64 years

15%

26%

22%

65 years and older

9%

11%

10%

Education

High School

6%

5%

5%

Some College

20%

15%

17%

Prof/Trade School

9%

5%

6%

College Grad

41%

46%

44%

Post Grad or higher

24%

29%

27%

Slide7

Phase Two: Brand FoundationPurpose, Mission and VisionBrand Pillars and ValuesThe Value PropositionThe

Brand Position

BrandBirth

Slide8

Purpose, Mission and VisionThe Chamber Brand Purpose: why we existThe Chamber Mission:

how we’ll deliver on our PurposeThe Chamber

Vision

:

how the world looks when we win

Slide9

The Chamber Brand Purpose: “The Three Cs”The Chamber of Commerce exists to beThe Catalyst for business growth,

The Convener for leaders and influencers,And the Champion for stronger communities.

Slide10

The Chamber Brand MissionWe achieve our Purpose by…Working together to solve the challenges that business leaders encounter,Inspiring and connecting community leaders in support of business-friendly initiatives,And seeking out and raising up the

next generation of local leadership.

Slide11

The Chamber Brand VisionWe envision a world where…The Chamber is universally recognizedfor our unique and invaluable role inHelping businesses prosperAnd helping our communities thrive.

Slide12

The Chamber Brand VisionHelping businesses prosperAnd helping our communities thrive.

Slide13

Brand Pillars and Brand ValuesBrand Pillars are the unwavering foundational ideas on which the brand is built. Brand Values are the beliefs that guide our day-to-day decision-making and ensure that the brand “stays the course.”

Together, the Chamber’s brand pillars and brand values define our belief system and our moral basis as a brand and a company.

Slide14

The Chamber Brand Pillars

Slide15

The Chamber Brand PillarsDepth of KnowledgeOur experience and connections allow us to speak in an

informed and confident manner on a wide array of relevant topics.

Slide16

The Chamber Brand PillarsUnimpeachable Trust While we bring a clear point-of-view,

we always present a complete and truthful perspective. 

Slide17

The Chamber Brand PillarsUniversal Respect: We have earned our place in the community

through years of consistent professional performance. 

Slide18

The Chamber Brand PillarsAdvocate for Business:

We are the people who make sure the needs, issues and concerns of the business community are addressed.

Slide19

The Chamber Brand PillarsPillar of the Community

: Everything we are and everything we do is in the service of a stronger community.

Slide20

The Chamber Brand PillarsDepth of KnowledgeUnimpeachable TrustUniversal Respect: Advocate for Business

: Pillar of the Community: .

Slide21

The Chamber Brand Values

Slide22

The Chamber Brand ValuesWe serve as a trusted Convener and Connector for the business realm and the community at large.

Slide23

The Chamber Brand ValuesWe serve as a trusted Convener and Connector for the business realm and the community at large.We operate with a Results-Driven Focus

.

Slide24

The Chamber Brand ValuesWe serve as a trusted Convener and Connector for the business realm and the community at large.We operate with a

Results-Driven Focus.We are a proven Hub of Information within the business community.

Slide25

The Chamber Brand ValuesWe serve as a trusted Convener and Connector for the business realm and the community at large.We operate with a

Results-Driven Focus.We are a proven

Hub of Information

within the business community.

We are a proud

Defender of Business Values.

Slide26

The Chamber Brand ValuesWe serve as a trusted Convener and Connector for the business realm and the community at large.

We operate with a Results-Driven Focus.We are a proven

Hub of Information

within the business community.

We are a proud

Defender of Business Values.

We strive to foster a

Culture of Collaboration

in our community.

Slide27

The Chamber Brand ValuesWe serve as a trusted Convener and Connector for the business realm and the community at large.We operate with a Results-Driven Focus.

We are a proven Hub of Information within the business community.We are a proud Defender of Business Values.

We strive to foster a

Culture of Collaboration

in our community.

Slide28

The Chamber Value Proposition

Slide29

The Chamber Value PropositionWe are a catalyst for growth within the local business community, but that growth shows in larger ways: not as a creator of jobs but as a partner in growing the businesses and business leaders who create the jobs that strengthen our communities.

Slide30

The Chamber Brand PositionThe Chamber Brand Position is based on our singular ability to positively affect the lives

of everyone in a community by supporting, advising and nurturing the businesses

that are the lifeblood of that community.

Slide31

The Chamber Brand PositionThe Chamber of Commerce.Because a great community

needs great business.

Slide32

Phase Three: Brand PersonalityThe Chamber Brand Voice and ToneThe Chamber Brand PersonalityThe Brand Promise

BrandBirth

Slide33

The Chamber Voice and Tone

Slide34

The Chamber Voice and ToneFriendly, Warm and Welcoming

Slide35

The Chamber Voice and ToneFriendly, Warm and WelcomingSteeped in Authority

Slide36

The Chamber Voice and ToneFriendly, Warm and WelcomingSteeped in AuthorityFilled with Energy

Slide37

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…

Slide38

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…Is an Idealist Wrapped in a Pragmatist

Slide39

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…Is an Idealist Wrapped in a PragmatistBelieves in Bigger Things

Slide40

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…Is an Idealist Wrapped in a PragmatistBelieves in Bigger Things

Champions the American Way of Life

Slide41

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…Is an Idealist Wrapped in a Pragmatist

Believes in Bigger ThingsChampions the American Way of Life Is a Problem-Solver

Slide42

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…Is an Idealist Wrapped in a Pragmatist

Believes in Bigger ThingsChampions the American Way of Life Is a Problem-SolverIs a Connector

Slide43

The Chamber Brand PersonalityIf the Chamber of Commerce was a person, what would he stand for? What would you admire about him? Why would you want to be around him?The Chamber…Is an Idealist Wrapped in a PragmatistBelieves in Bigger Things

Champions the American Way of Life Is a Problem-SolverIs a Connector

Slide44

The Chamber Brand PromiseThe Chamber Brand Promise reflects our fervently-held belief that the health of the business community and the health of larger community in which it lives are inextricable. And our work – providing the tools that business need to succeed –

is central to the success of the community as a whole.

Slide45

The Chamber Brand PromiseThe Chamber of Commerce.The Business of A Thriving Community

Slide46

Where Do You Go From Here?The Brand is a Promise, it’s the DESTINATIONYour job is creating your MAP, the path you take to get thereYour challenge is to determine HOW to tell this story in a relevant way, given everything that is unique about your Chamber and your Local Community. WHERE to tell this story & how to best share it

With whom to share this story.

BrandBirth

Slide47

Delivering on The Three CsThe Chamber of Commerce exists to beThe Catalyst for business growth,The Convener for leaders and influencers,

And the Champion for stronger communities.

Slide48

Catalyst:Ft. Collins Fix I-25 NorthGoal: turn the key Northern Colorado business corridor from a parking lot back to a freeway

Slide49

Catalyst: Ft. Collins Fix I-25 North The Ft. Collins chamber has spearheaded the creation of a local group, the Fix I-25 Business Alliance, Tasked with securing commitments for the $1.5Bn needed to upgrade a 28-mile stretch of I-25$330MM committed to date enables short-term solution until total budget is secured over next decadeBuilding statewide support through larger Fix Colorado Roads InitiativeThe single biggest challenge facing Northern Colorado business communityWhile clearly underscoring the relationship between the health of the business community and the community at large

Slide50

Convenor: Billings River to RimA project in the early stages, focused on placemaking and quality of lifeBilling Chamber has brought together a group of Chamber, business, elected and environmental voicesThe original mission was to create a ”River to Rim” heritage and recreational marathon loopBut the group has taken on a life of its own, And their mission continues to evolve as the group gelsBottom line: the act of creating the group empowers the groupThere is a critical mass generating its own energy“Better talk to the Chamber”

Slide51

Champion The LodiA vision for the future of a community at a turning point19% of population of older Lodi lives in povertyYoung families no longer setting down rootsThe Chamber solution: Five dedicated standing committees, each focusing on one key initiatives, including workforce development, livability, economic competitiveness, and moreEach including chamber, business, community, education and elected officialsCoordinated to ensure a collective momentum and impact

Slide52

Three Cs Hall of Fame: Gilbert, AZ

Slide53

Three Cs Hall of Fame: Gilbert, AZComing out of national meeting, the Gilbert team has embraced the language and reframed their initiatives under the Three Cs. What they are doing hasn’t fundamentally changed. But how they explain it, and how they invite the community in is now rooted in a larger promise. The result is a more focused and unified message, and a more compelling story out in the community about the role and value of the Chamber.

Slide54

Questions?

Let

us know if

we can help

!

Greg Hill

BrandBirth

Greg@Brand-Birth.com

949-637-5001

Slide55

The Group Activity:Bringing the Three Cs to Life

Slide56

The Group Activity:Bringing the Three Cs to Life“If you’ve seen one Chamber, you’ve seen one Chamber”

Slide57

Three QuestionsWhat are you already doing locally to deliver on the promise of the Three Cs, without even calling it that?What is one challenge that every single person at your table faces, regardless of Chamber profile?What is one initiative you can steal from someone else at your table?

Slide58

Three Cs -- Three QuestionsWhat are you already doing to deliver on the promise of the Three Cs?What is one challenge that every single person at your table faces?What is one initiative you can steal from someone else at your table?

The

Catalyst

for

business growth

The

Convener

for

leaders and influencers

The

Champion

for

stronger communities

Slide59

Thank you.BrandBirth

Slide60


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