If you've spent any time research UVPs or Mission Statements, you've realized two things: 1) Those two terms are fairly interchangeable. 2) They cannot be dictated from the top or an outside agency. In this talk, we discover how to uncover the unique value inside an organization by leading that organization's members through a series of exercises that develop a meaningful statement which the team owns because they created it.

1. uncoveringyour
uniquevalueproposition
STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING

3. IN A WORLD DROWNING
IN NOISE, WHAT MAKES
A BRAND STAND OUT?
WHAT GIVES IT VALUE?

4. WHAT IS A BRAND?

5. APPLE

6. DISNEY

7. NORDSTROM’S

8. HARLEY DAVIDSON

9. JIMMY BUFFETT

10. YOUR GRANDMOTHER

11. SHAKESPEARE

12. SHAKESPEARE’S PIZZA

13. COMMON CORE

14. MSTA
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.

15. MEDIA
Media
MESSAGING
Messaging
CLIENT EXPERIENCE
Customer Experience
STRATEGIC PLANNING
Strategic Planning
GOALS AND VALUES
Goals & Values
THE FIRST ORDER OF BUSINESS

16. WHY ARE VALUES SO
IMPORTANT?

17. VALUES DETERMINE THE
VALUE OF A BRAND

18. WHOAREYOU?

19. 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.

20. WHOAREYOU?
You have
these tools
built in you ...
… and you
have since
you were
born.

21. WHOAREYOU?
We buy what we buy because
our choices remind us -
and tell the world around us -
who we are.

22. WHOAREYOU?
Building a strong
brand is easy.

23. 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.

24. You’re not a $100 bill.
Not everyone is going
to like you.
© 2008 | Wizard of Ads | All Rights Reserved

25. 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

26. What do you think?
How do you act?
How do you see the
world?
© 2008 | Wizard of Ads | All Rights Reserved

27. Discovery
Freedom
Ecological Friendships
awareness
Economic Fun
security
Effectiveness
Generosity
Efficiency
Global view
Equality
Gratitude
Ethical Growth
practice
Excellence
Hard work
Excitement
Harmony
Fairness
Having a family
Faith
Helping other people
Fame
Family
Fast living
Financial gain
Flair
Accomplishment
Punctuality
Accountability
Purity
Accuracy
Quality of work
Achievement
Quality relationships
Advancement
Recognition (respect from
Adventure
others, status)
Affection Regularity (love (predictability)
and caring)
All Relationship for one & with one for God
all
Arts
Religion
Beauty
Reputation
Calm, Resourcefulness
quietude, peace
Challenging Respect for individual
problems
Change Responsibility and variety
and
Cleanliness, accountability
orderliness
Close Responsiveness
relationships
Commitment
Results-oriented
Honesty
Honor
Independence
Individuality,
nonconformity
Influencing others
© 2008 | Wizard of Ads | All Rights Reserved

28. Find your voice.
Do not stray from it.
You must be willing to
pay the price.
© 2008 | Wizard of Ads | All Rights Reserved

29. WHOAREYOU?
THE PRICE:
Are you willing to repel three
prospects to gain one for life?

30. WHOAREYOU?

31. WHOAREYOU?

32. WHOAREYOU?

33. WHOAREYOU?

34. CHICK-FIL-A CORPORATE PURPOSE:
“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.”
Truett Cathy

35. CHICK-FIL-A CORPORATE PURPOSE
CHICK-FIL-A STATEMENT OF VALUES
CHICK-FIL-A CREDO
CHICK-FIL-A MISSION STATEMENT
CHICK-FIL-A UNIQUE SELLING PROPOSITION
CHICK-FIL-A UNIQUE VALUE PROPOSITION

36. WHOAREYOU?
We’re talking about who
you are to your customers.
We’re talking about
Brand Essence.

37. WHOAREYOU?
This brand essence is then
transmitted through every
contact (touch) point with the
customer: i.e. advertising,
merchandising, décor,
staffing and policies.

38. WHOAREYOU?
Touch Points:
Strong brands
purposefully choose
them to align directly
with their core values.

39. WARM-UP EXERCISE
TOUCHPOINTS
LIST EVERY TOUCH POINT IN
YOUR CUSTOMER
EXPERIENCE

42. CREATING YOUR
U.V.P.

43. WHO
HOW
WHY

44. WHO
HOW
WHY
WHY

45. UNIQUE

46. VALUE

47. PROPOSITION

48. 7 EXERCISES
TO DEVELOP YOUR
UNIQUE VALUE
PROPOSITION

49. EXERCISE #1
THREE WORDS
WHAT THREE WORDS BEST DESCRIBE
MSTA

50. EXERCISE #2
FOURTH WORD
THE FOURTH WORD CHALLENGE

51. 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.

52. 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?

53. 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.

54. EXERCISE #6
BETTER REALITY
What do you really provide teachers? In
other words, what does what you provide
provide them?

55. 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.

56. ?
tim miles
WHOAREYOU?
uncovering the intentional you

57. LET’S
PLAY
TWENTY ? QUESTIONS

58. WILLTHEYMISSYOU
WHENYOU’REDONE?
20

59. IFNOT…
WHYNOT?
21

60. WHATNEEDS
TOCHANGE?
22

61. IFSO…
20

62. WHATWILLTHEYSAY
WHENYOU’REDONE?
23

63. WHATWILLYOURVERSEBE?

64. WWW.TIMMILESANDCO.COM/MSTA

65. STRATEGIC COMMUNICATIONS AND INTEGRATED MARKETING
CALGARY, AB • CHAMPAIGN, IL • CHARLOTTE, NC • CHICAGO, IL • COLUMBIA, MO • COLUMBUS, OH • COOKEVILLE, TN •
DALLAS, TX • DAVIS, CA • EDMONTON, AB • EFFINGHAM, IL • FISHER, IL • FORT WORTH, TX • JEFFERSON CITY, MO • KELOWNA,
BC • MAHOMET, IL • MARION, IL • MILWAUKEE, WI • NASHVILLE, TN • OKLAHOMA CITY, OK • PORTLAND, OR • SALT LAKE CITY,
UT • SASKATOON, SK • SPRINGFIELD, MO • ST. LOUIS, MO • VANCOUVER, BC • VICTORIA, BC • WINNIPEG, MB
WWW.MILESNCO.COM