uncovering your unique value proposition - illinois casa
TRANSCRIPT
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STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
uncoveringyour uniquevalueproposition
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“We need a strong brand.”
- Tara Perry, like… an hour ago
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IN A WORLD DROWNING IN NOISE, WHAT MAKES A BRAND STAND OUT?
WHAT GIVES IT VALUE?
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WHAT THE HECK IS A BRAND?
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COCA-COLA
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APPLE
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DISNEY
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NORDSTROM’S
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HARLEY DAVIDSON
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JIMMY BUFFETT
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YOUR GRANDMOTHER
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SHAKESPEARE
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SHAKESPEARE’S PIZZA
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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
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Goals & ValuesStrategic PlanningCustomer Experience
MessagingMediaMEDIA
GOALS AND VALUES
STRATEGIC PLANNING
CLIENT EXPERIENCE
MESSAGING
THE FIRST ORDER OF BUSINESS
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WHY ARE VALUES SO IMPORTANT?
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VALUES DETERMINE THE VALUE OF A BRAND
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WHOAREYOU?
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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.
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WHOAREYOU?
You have these tools built in you ...
… and you have since you were born.
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We buy what we buy because our choices remind us - and tell the world around us - who we are.
WHOAREYOU?
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Building a strong brand is easy.
WHOAREYOU?
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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?
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WHOAREYOU?
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WHOAREYOU?
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WHOAREYOU?
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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:
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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
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We’re talking about who you are to your customers.
WHOAREYOU?
We’re talking about Brand Essence.
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WHOAREYOU?
This brand essence is then transmitted through every contact (touch) point with the customer: i.e. advertising, merchandising, décor, staffing and policies.
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WHOAREYOU?
Strong brands purposefully choose them to align directly with their core values.
Touch Points:
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WARM-UP EXERCISE TOUCHPOINTS
LIST EVERY TOUCH POINT IN YOUR CUSTOMER
EXPERIENCE
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CREATING YOUR U.V.P.
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WHO WHO HOW
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DICTATED TOP DOWN
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UNCOVERED BOTTOM UP
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WHO WHO HOW WHY
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WHO WHO HOW WHY WHY
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UNIQUE
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VALUE
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PROPOSITION
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7 EXERCISES TO DEVELOP YOUR
UNIQUE VALUE PROPOSITION
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EXERCISE #1 TWO WORDS
WHAT TWO WORDS BEST DESCRIBE CASA
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EXERCISE #2 THIRD WORD
THE THIRD WORD CHALLENGE
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EXERCISE #3 FOURTH WORD
NOW… WHAT OTHER WORD WOULD YOUR CO-WORKERS USE TO DESCRIBE YOU?
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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?
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EXERCISE #5 FAQs
What are the two or three questions people most frequently ask you about CASA? How
do you answer them?
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EXERCISE #6 BETTER REALITY
What do you really provide children?
In other words, what does what you provide provide them?
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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.
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?
WHOAREYOU?uncovering the intentional you
tim miles
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LET’SPLAY
TWENTY ?QUESTIONS
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WILLTHEYMISSYOUWHENYOU’REDONE?
20
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IFNOT…WHYNOT?
21
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WHATNEEDSTOCHANGE?
22
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IFSO…
20
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WHATWILLTHEYSAYWHENYOU’REDONE?
23
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WHATWILLYOURVERSEBE?
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STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
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