Post on 26-Jul-2015
STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
uncoveringyour uniquevalueproposition
“We need a strong brand.”
- Tara Perry, like… an hour ago
IN A WORLD DROWNING IN NOISE, WHAT MAKES A BRAND STAND OUT?
WHAT GIVES IT VALUE?
WHAT THE HECK IS A BRAND?
COCA-COLA
APPLE
DISNEY
NORDSTROM’S
HARLEY DAVIDSON
JIMMY BUFFETT
YOUR GRANDMOTHER
SHAKESPEARE
SHAKESPEARE’S PIZZA
A brand is simply the sum total of all the feelings—good and bad—a client has about
your company ... even if that client hasn’t done business with you yet.
CASA
Goals & ValuesStrategic PlanningCustomer Experience
MessagingMediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CLIENT EXPERIENCE
MESSAGING
THE FIRST ORDER OF BUSINESS
WHY ARE VALUES SO IMPORTANT?
VALUES DETERMINE THE VALUE OF A BRAND
WHOAREYOU?
WHOAREYOU?
Values that are deeply entrenched in your character Habits from when you were a kid Understand/Deconstruct Market yourself to people who have an intuitive connection to you.
WHOAREYOU?
You have these tools built in you ...
… and you have since you were born.
We buy what we buy because our choices remind us - and tell the world around us - who we are.
WHOAREYOU?
Building a strong brand is easy.
WHOAREYOU?
All you have to do is mirror the values you already hold dear ... as do thousands of others in your market— even if they don’t know it.
WHOAREYOU?
WHOAREYOU?
WHOAREYOU?
WHOAREYOU?
Truett Cathy
“To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with
Chick-fil-A.
“Nearly every moment of every day we have the opportunity to give something to someone else – our time, our love, our resources. I have always found more joy in giving when I did not expect
anything in return.”
CHICK-FIL-A CORPORATE PURPOSE:
CHICK-FIL-A CORPORATE PURPOSE
CHICK-FIL-A STATEMENT OF VALUES
CHICK-FIL-A CREDO
CHICK-FIL-A UNIQUE SELLING PROPOSITION
CHICK-FIL-A UNIQUE VALUE PROPOSITION
CHICK-FIL-A MISSION STATEMENT
We’re talking about who you are to your customers.
WHOAREYOU?
We’re talking about Brand Essence.
WHOAREYOU?
This brand essence is then transmitted through every contact (touch) point with the customer: i.e. advertising, merchandising, décor, staffing and policies.
WHOAREYOU?
Strong brands purposefully choose them to align directly with their core values.
Touch Points:
WARM-UP EXERCISE TOUCHPOINTS
LIST EVERY TOUCH POINT IN YOUR CUSTOMER
EXPERIENCE
CREATING YOUR U.V.P.
WHO WHO HOW
DICTATED TOP DOWN
UNCOVERED BOTTOM UP
WHO WHO HOW WHY
WHO WHO HOW WHY WHY
UNIQUE
VALUE
PROPOSITION
7 EXERCISES TO DEVELOP YOUR
UNIQUE VALUE PROPOSITION
EXERCISE #1 TWO WORDS
WHAT TWO WORDS BEST DESCRIBE CASA
EXERCISE #2 THIRD WORD
THE THIRD WORD CHALLENGE
EXERCISE #3 FOURTH WORD
NOW… WHAT OTHER WORD WOULD YOUR CO-WORKERS USE TO DESCRIBE YOU?
EXERCISE #4 SOCIAL PROOF
If I could interview your biggest fan - name him or her (first names are fine) - what would
he tell me about why they are your biggest fan?
EXERCISE #5 FAQs
What are the two or three questions people most frequently ask you about CASA? How
do you answer them?
EXERCISE #6 BETTER REALITY
What do you really provide children?
In other words, what does what you provide provide them?
EXERCISE #7 LETTER
Write a letter to someone you hold in high regard, living or dead. It could be a parent,
grandparent, teacher, minister, or other.
Tell em about what you do, how you help children, and tell ‘em why you get out of bed
each morning to go do what you do.
?
WHOAREYOU?uncovering the intentional you
tim miles
LET’SPLAY
TWENTY ?QUESTIONS
WILLTHEYMISSYOUWHENYOU’REDONE?
20
IFNOT…WHYNOT?
21
WHATNEEDSTOCHANGE?
22
IFSO…
20
WHATWILLTHEYSAYWHENYOU’REDONE?
23
WHATWILLYOURVERSEBE?
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STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
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