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?

WWW.TIMMILESANDCO.COM/MSTA

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STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING

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