The document outlines the need to develop a brand identity for the Chemical Materials Agency (CMA) to represent the new organization that combines chemical weapons destruction, emergency preparedness, and storage functions. It defines what a brand is and discusses who the CMA brand would communicate with, what personality it should convey, and why stakeholders should believe its message. The brand should project a high-tech image, reinforce commitment to safety and the environment, communicate strength and excellence, complement the Army heritage, and draw together the agency's three mission areas.

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CMA BRAND IDENTITY CREATIVE STRATEGY
Definition: A brand is the sum of all that is known, thought and perceived about a company,
agency, product or service. It is not a logo, name, slogan or a mission statement alone—it is a
promise you make to your stakeholders about the experience they will have.
Background:
• A reorganization of the Army’s Program Manager for Chemical Demilitarization
(PMCD) took place in February 2003. The new organization, the Chemical Materials
Agency (Provisional), combines weapons destruction, emergency preparedness and
storage functions under a single director.
• Since then, two logo graphics were introduced to represent the agency during its
provisional phase. Due to time constraints, neither of these was generated using a
branding strategy or tested to gauge their communications effectiveness.
• While the agency may not be officially stood up until early in CY 2004, it is
appropriate at this time to initiate a strategic process leading to the creation of a brand
identity reflective of the new agency.
Who is the brand talking to?
The CMA brand speaks to both national and local stakeholders:
• On the national front it talks to federal lawmakers, DoD, regulators; oversight
agencies; activist groups; and media
• On the local level the brand addresses state/local lawmakers; regulators; oversight
bodies; citizens groups; residents affected by the agency’s programs and activities; and
media
What should the brand personality convey?
The Chemical Materials Agency, through its highly trained workforce, possesses the technical
and management expertise, and track record to support its claim as the world leader in the safe
elimination of chemical weapons. It’s a serious, focused organization; dedicated to its
mission to safely store and destroy the nation’s chemical weapons materiel while preparing
communities to respond in the event of chemical emergencies. It also takes great pride in
fulfilling that mission while protecting it workers, the public and the environment.
Why should stakeholders believe the brand statement?
• CMA has destroyed 26% of the nation’s stored chemical agent, and nearly 40% of all
munitions containing agent—while protecting workers, communities and the
environment
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Author: Sandra Clawson Freeo

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• The agency’s achievements and track record make it the international leader in the
elimination of chemical weapons
Why should stakeholders believe the brand statement? (Cont.)
• CMA eliminated all weapons previously stored at Johnston Island in the Pacific, and
currently operates three disposal facilities using proven technologies to destroy
chemical agent and weapons
• Two other disposal facilities utilizing baseline technology are undergoing testing and
systemization prior to start of operations in 2004; another facility, employing
neutralization, also will be operational in 2004
• The agency has solicited public input in the technology decision making process
• CMA researches, develops and operates systems to assess and treat recovered
chemical weapons materiel
• The agency’s CSEPP initiatives help to both educate community residents and provide
them with the tools they need to more effectively respond to potential chemical
emergencies
• The agency’s facilities and operations are subject to continuous independent and
government oversight, ranging from the National Research Council and Centers for
Disease Control, to state departments of environmental management and citizens
advisory commissions
Executional guidelines:
• Brand identity should project a “high-tech” image through use of graphics, type, color
and text
• Brand should reinforce an organizational commitment to environmental protection and
restoration, and safety of workers and the public
• Brand should communicate strength, professionalism and commitment to excellence
• As a military organization, brand should complement Army heritage and image while
remaining approachable
• Brand should be consistent in message delivery—remembering to speak with one
voice
• The brand identity should communicate and draw together the new agency’s three
mission areas (storage/disposal/emergency preparedness) as a unified organization
• Consider that applications may ultimately include logo(s), tagline/slogan and use on
all products such as correspondence, signage web site and collateral materials
# # #
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conversion-gate01.doc
Author: Sandra Clawson Freeo