We have successfully completed the monumental introduction of the ASHI Brand to nearly 6000 of you by producing the spectacular video “Branding the Future of Home Inspection” and accompanying survey and sending it out for all to view and respond to. I truly hope you had the chance to participate in this unique opportunity and share your views. I also hope that this method of communicating to all of you was well-received. Countless hours were spent on making sure this launch was perfect, and I applaud all who played a role in it. We are now tabulating the results of the survey to present to the ASHI Board at their April meeting where they will work together in defining the specific elements of the ASHI Brand.
Over the past few months, you’ve read about the causes for this action we have taken in branding the Society. Last month, I stressed our desire to build from the foundation we’ve laid over these past 27 years. I believe some of the key messages I’ve written about bear repeating.The crossroads
With the growth in state regulations, the increase in high and low quality competition, and the increase in consumers’ knowledge of inspections and what to expect from the inspector, what may be working for you now, the status quo, may not be enough to remain successful. Operating within these crossroads, your ability to differentiate yourself and remain successful will require a more targeted approach to cause the customer to choose you over another. ASHI Leadership recognized this and began the journey to identify this approach by first assessing the best options available to us. We ultimately chose branding because it will allow us to leverage what we already have built. Branding allows us to build on the ASHI legacy of dominance in the field. It also requires that we truly learn what our customers and stakeholders are looking for when selecting their inspector. Within this initiative, there are two key principles we follow: “Be True to Ourselves” and “Add to Stakeholder Value.”
Can you support an effort that follows these principals? We believe strongly that all within the membership can do so and will be successful as a result. We believe too that this cannot be viewed as just another work project for ASHI. This will in fact become our way of life. All that we do and say within our committees and communications must help us promote and deliver the brand. Why? When we deliver what we promise in the ASHI brand, we make it a success, something that everyone wants. Ultimately, we can then achieve our big, audacious goal of making ASHI synonymous with property inspection.
Our journey has brought us through the elements of asking pertinent questions of those who we interact with the most, our customers, our membership and the real estate practitioners. We’ve now taken that data, and identified the key elements that will allow ASHI Inspectors to differentiate themselves within those stakeholder groups. The data has also identified the hurdles and concerns raised about such an ambitious undertaking, and we are using this in our decision-making process. The amount of data collected is staggering, but so very important to us. In the next few ASHI Brand Updates, I will share with you key elements of what we’ve collected, starting with input from the homebuyers.