Post on 12-Jul-2015
STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
uncoveringyour uniquevalueproposition
IN A WORLD DROWNING IN NOISE, WHAT MAKES A BRAND STAND OUT?
WHAT GIVES IT VALUE?
WHAT IS A BRAND?
APPLE
DISNEY
NORDSTROM’S
HARLEY DAVIDSON
JIMMY BUFFETT
YOUR GRANDMOTHER
SHAKESPEARE
SHAKESPEARE’S PIZZA
COMMON CORE
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.
MSTA
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?
© 2008 | Wizard of Ads | All Rights Reserved
You’re not a $100 bill.
Not everyone is going to like you.
© 2008 | Wizard of Ads | All Rights Reserved
Do you know what you stand for?
Do you know what you stand against?
Shape your company in your image.
© 2008 | Wizard of Ads | All Rights Reserved
What do you think?
How do you act?
How do you see the world?
© 2008 | Wizard of Ads | All Rights Reserved
AccomplishmentAccountabilityAccuracyAchievementAdvancement AdventureAffection (love and caring)
All for one & one for allArtsBeautyCalm, quietude, peaceChallenging problemsChange and varietyCleanliness, orderlinessClose relationshipsCommitment
DiscoveryEcological awarenessEconomic securityEffectivenessEfficiencyEqualityEthical practiceExcellenceExcitementFairnessFaithFameFamilyFast livingFinancial gainFlair
FreedomFriendshipsFunGenerosityGlobal viewGratitudeGrowthHard workHarmonyHaving a familyHelping other people
HonestyHonorIndependenceIndividuality, nonconformityInfluencing others
PunctualityPurityQuality of workQuality relationshipsRecognition (respect from others, status)Regularity (predictability)
Relationship with GodReligionReputationResourcefulnessRespect for individualResponsibility and accountabilityResponsivenessResults-oriented
© 2008 | Wizard of Ads | All Rights Reserved
Find your voice.
Do not stray from it.
You must be willing to pay the price.
Are you willing to repel three prospects to gain one for life?
WHOAREYOU?
THE PRICE:
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 HOW WHY
WHO HOW WHY WHY
UNIQUE
VALUE
PROPOSITION
7 EXERCISES TO DEVELOP YOUR
UNIQUE VALUE PROPOSITION
EXERCISE #1 THREE WORDS
WHAT THREE WORDS BEST DESCRIBE MSTA
EXERCISE #2 FOURTH WORD
THE FOURTH WORD CHALLENGE
EXERCISE #3 FAVE TEACHER
Go around the table. Tell the rest of your group about your favorite teacher and why he or she is your favorite teacher. Listen for
common denominators between your favorite teachers.
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 DRIVE-YOU-CRAZIES
NEVER-EVERS List out all the stuff people in education do
that you’d NEVER do… that drives you crazy… that hurts the credibility of the
perception of your profession. Then list what you do differently.
EXERCISE #6 BETTER REALITY
What do you really provide teachers? In other words, what does what you provide
provide them?
EXERCISE #7 LETTER
Write a letter to your favorite teacher. Tell em about what you do, how you help
teachers, 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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