Branding – REALTOR® Association of the Palm Beaches
Goals
(1) To change member perception about what RAPB offers members;
(2) To unify and motivate the staff around a cohesive promise that will guide their behavior and decision-making
Approach
After a thorough review of what branding is (and is not), we polled staff and leadership on their perceptions of the association, from the members’ point of view. We followed a six step process in a workshop format with the RAPB staff. The brand naturally emerged as a logical promise that answers what the association wants to deliver to members. It is based on the facts we collected and the aspiration of the association CEO.
Outcome and Feedback
“This process helped me articulate my vision and helped my staff internalize it and explore how they could promote our promise to members. We are starting to live our plan and our members are listening.
“It’s exciting for me to have accomplished so much in a short time, but even more exciting are the ideas we are about to launch to deliver on our promise! It’s amazing when a plan comes together! Our members are feeling proud and empowered and are ready for prosperous times ahead.”
Carol Van Gorp, CEO
REALTOR® Association of the Palm Beaches
