Uncovering Your Unique Value Proposition - MSTA

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?

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.


Do you know what you stand for?

Do you know what you stand against?

Shape your company in your image.


What do you think?

How do you act?

How do you see the world?


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


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?

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

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?

WWW.TIMMILESANDCO.COM/MSTA

http://www.timmilesandco.com/msta

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Uncovering Your Unique Value Proposition - MSTA

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