WAVE Quarterly Meeting on Monday, Jan. 11, 2016
The Washington Area Village Exchange (WAVE) held its Winter Quarterly Meeting on Monday, 11 January 2016, from 9:30 am to 12:00 noon. The meeting was at the Bethesda-Chevy Chase Regional Services Center, 4805 Edgemoor Lane, Bethesda, MD 20814.
WAVE President Miriam Kelty welcomed everyone to the meeting and outlined the agenda for both segments of the WAVE meeting, including the election of WAVE Board members. She thanked Mandy DeBarrs of Help Unlimited for sponsoring the meeting’s refreshments and noted that her company’s materials were available. Virginia Hodgkinson, WAVE Treasurer, reported that thirty-one villages had paid WAVE dues and thus have one vote during the election of the Board. The guest speaker, Peter Davis, was then introduced.
Peter Davis, “Purpose, Passion, Power Branding”
Mr. Davis opened with the basic premise that branding is no more than telling your story towards leading with a difference towards business strategies. He stated the importance of being guided through the creative investigation of your story and that we need to get “unstuck,” i.e. open to change. Davis stressed that you must avoid an ambiguous value proposition, always ready to answer directly “What’s in it for me?” or “I’m not ready yet.”
Davis shared his handout that lays out strategic and financial reasons that it’s important to pay attention to your brand, including that it can outline your entity’s core promise using various modalities (website, written materials, etc.) and assuring that your brand is aligned with your promise.
- Brands are the signals sent to transmit your promise, a reflection of your core values and beliefs.
- Brands are built from the inside out, not externally.
- Cull your ideas; synthesize them so that your talking points are a summary that organizes and gives structure to your ideas.
- Your story is compelling if relevant and makes a difference to others.
- Your vision looks to the future; your mission is your values and beliefs that get you to your vision.
- The key to being universal is to be specific about your purpose, audience, etc.