2013.03 President's Letter

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Building Knowledge Improving Project Delivery

The new Metropolitan New York Chapter logo was introduced in February this year, incorporating and in compliance with the Institute’s new branding program, part of which is the tagline “Building Knowledge Improving Project Delivery”.

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Therefore, it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:

  • Delivers the message clearly
  • Confirms your credibility
  • Connects your target prospects emotionally
  • Motivates the buyer
  • Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your customers, members, and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, members, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers and competition for membership, in the case of associations, intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer or member. It’s a foundational piece in your marketing communication and one you do not want to be without.
The mission of CSI is to advance building information management and education of project teams to improve facility performance.

Jeffrey Matles, CSI