Session Overview                                                                            Unique Value Proposition and y...
Elements of a Brand: Management                                             Elements of a Brand: Experience               ...
Characteristics of Strong UniqueUnique Value Proposition Defined                                                          ...
The Power of Identifying your                             Tools for Defining your  Unique Value Proposition               ...
Articulating your Unique Value Proposition -                        Articulating your Unique Value Proposition -      Use ...
Elements of a Brand                                      Natural Products Association                   BRAND STRATEGY    ...
Case Study: Finding Your UVP                            Case Study: Finding Your UVPStep 1: Environmental Scan            ...
Elements of a Brand: Management                                               Case Study: Brand Management                ...
Elements of a Brand: Strategy                                          Case Study: Brand Strategy                         ...
Natural Products Association         Natural Products Association is the         objective and reliable source (nonprofit)...
Examples           www.asaecenter.org                                11
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Defining your unique value proposition

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Defining your unique value proposition

  1. 1. Session Overview Unique Value Proposition and your Brand Unique Value Proposition Defined (UVP) Defining and Articulating your The power of identifying your UVP Unique Value Proposition Tools for defining and articulating your UVP Identifying UVP p y g performance measures Case Study: The Natural Products Association Content Leaders: Kenneth P. Esthus, The Institute of Navigation Tracy Taylor, CAE, Natural Products Association Connecting Great Ideas and Great People www.asaecenter.org Elements of a Brand Elements of a Brand: Identity BRAND STRATEGY Name Design Logo BRAND Tag IDENTITY BRAND BRAND BRANDIDENTITY EXPERIENCE Personality Assets BRAND MANAGEMENT www.asaecenter.org www.asaecenter.org 1
  2. 2. Elements of a Brand: Management Elements of a Brand: Experience PR Training Monitoring Environments BRAND Advertising BRAND MANAGEMENT Products & Services EXPERIENCE Print Materials Planning Measurement Personal Interactions www.asaecenter.org www.asaecenter.org Elements of a Brand: Strategy Elements of a Brand BRAND STRATEGY Offering Messaging Value Company/ Promise BRAND Organization STRATEGY Market Value BRAND BRAND BRAND IDENTITY EXPERIENCE Customers Personality BRAND MANAGEMENT www.asaecenter.org www.asaecenter.org 2
  3. 3. Characteristics of Strong UniqueUnique Value Proposition Defined Value Propositions A clear statement, in line with your markets challenges and desires, Differentiation communicating the unique contribution You may match a competitor on every your company, product and services dimension of value except one. p provide to y your market different than Excellence (in at least one element of value) your competitors.1 You become the best choice for your customers 1 Source: infomarketerszone.com www.asaecenter.org www.asaecenter.org BRANDS WITH STRONG VALUE PROPOSITIONS Unique Value Proposition Defined What a Unique Value Proposition isn’t… A Mission Statement or company ‘tag line.’ A statement that you can create and then forget about What a Unique Value Proposition IS IS… Answers the questions: “Why should I do business with you and not somebody else?” and “Our customers and prospects will buy from us because ................’’ Appeals to the customers strongest decision-making drivers Believable / authentic Specific (as much as possible) www.asaecenter.org www.asaecenter.org 3
  4. 4. The Power of Identifying your Tools for Defining your Unique Value Proposition Unique Value PropositionYou MUST live up to your Unique Value Customer & non-customer research Proposition Member & non-member survey Focuses strategy Focus groups Increase revenues Executive interviews E i i i Increase market share Anecdotal research Competitive analysis Business plan Testing www.asaecenter.org www.asaecenter.org Defining YOUR Unique Value Defining YOUR Unique Value Proposition Proposition Keep it clear and concise Refine, rewrite, rework your unique value Be specific proposition until it is: Focus on the customer 100% accurate instantly credible Look at all forms of value: Quality* ▪ Image* Convenience ▪ Time Price* ▪ Safety Trust* Predictive Value drivers www.asaecenter.org www.asaecenter.org 4
  5. 5. Articulating your Unique Value Proposition - Articulating your Unique Value Proposition - Use in Developing your Narrative Use in Developing your Narrative Coming up with the right wording for Find the right UVP “buzz” words (talking your UVP takes time! points) and stick with them. Remember: consistency is one of the “When worded effectively, y ff y your customers axioms of effective marketing! will respond emphatically to your UVP. It will speak to their hearts and souls. It will Saying the same thing a dozen different ways isn’t creative, it’s confusing. reach them and touch them.1” Develop your narrative and stick to it. 1 Source:Cygnus Interactive www.asaecenter.org www.asaecenter.org Defining Performance Measures for your Unique Value Proposition Natural Products Association Market Research (internal & external) Re-branding project: 2005 - present Member & non-member survey Everything on the table Executive interviews Re-defining mission Focus groups Creating longer term vision Competition positioning Considering name change Reinventing annual trade show www.asaecenter.org www.asaecenter.org 5
  6. 6. Elements of a Brand Natural Products Association BRAND STRATEGY Through the re-branding initiative, a unique position was adopted designed to articulate the association’s key BRAND BRAND BRAND unique purpose and value value.IDENTITY EXPERIENCE BRAND MANAGEMENT www.asaecenter.org www.asaecenter.org Case Study: Finding Your UVP Case Study: Finding Your UVP Step 1: Environmental Scan Name Design What we found Logo BRAND Tag Dramatic changes in the marketplace IDENTITY Supply members consolidating Traditional health food retailers Personality Assets challenged by mass market Opportunity to capitalize on mainstream acceptance of natural products www.asaecenter.org www.asaecenter.org 6
  7. 7. Case Study: Finding Your UVP Case Study: Finding Your UVPStep 1: Environmental Scan Step 2: Get the Right People on the Bus What we found (continued) Establish high-level task force Membership did not reflect industry Bring in outside expert demographics Conduct stakeholder research Growing categories were under- G i t i d Members repesented Leadership Focus was on maturing industry Boards and committees categories Regional representatives National staff www.asaecenter.org www.asaecenter.org Case Study: Finding Your UVP Case Study: Brand IdentityStep 3: Dialogue and Engage Step 4: Let Data Drive Actions Research stakeholder perceptions Compile/distill findings Members Get leadership buy-in Leadership “Sell” membership Boards and committees Launch Regional representatives Landmark year – 70th Key staff Annual trade show and convention www.asaecenter.org www.asaecenter.org 7
  8. 8. Elements of a Brand: Management Case Study: Brand Management Training Step 6: Set Standards Tools Create reference manual BRAND NPA Brand positioning Monitoring MANAGEMENT Fights for the rights of consumers Planning Advocates on behalf i d t Ad t b h lf industry Assures quality products Measurement Creates business opportunities Nurtures grassroots communities Promotes health and wellness www.asaecenter.org www.asaecenter.org Elements of a Brand: Experience Case Study: Brand Experience PR Step 8: Walk the Talk Environments Validate “big tent” position BRAND Advertising Environments EXPERIENCEProducts & Services Trade show Print Materials Education Ed ti Personal Interactions Advocacy events Products and services Newsletter Public relations www.asaecenter.org www.asaecenter.org 8
  9. 9. Elements of a Brand: Strategy Case Study: Brand Strategy Step 9: Implement Offering Messaging Example: Natural Products Certification Company/ BRAND Promise and Seal for Health and Beauty Products Organization STRATEGY Creates value for underserved Market Value category of present members Customers Personality Attracts new targets Amplifies UVP in press www.asaecenter.org www.asaecenter.orgNatural Products Association - Marketplace Natural Products Association - Marketplace The Natural Products Marketplace serves Natural Products Marketplace attracts the a unique niche of smaller, family owned natural products industry’s most educated, committed and passionate community of natural products businesses where retailers and suppliers. customers can receive one-on-one advice one on one Natural Products Marketplace is committed to from natural products professionals – a the continued growth of the natural products unique resource missing from the larger industry – provided FOR the industry BY the “branded” stores. industry. www.asaecenter.org www.asaecenter.org 9
  10. 10. Natural Products Association Natural Products Association is the objective and reliable source (nonprofit) dedicated to the advancement of the Q&A industry. industry www.asaecenter.org www.asaecenter.org Contact Information Contact InformationKenneth P Esthus . Tracy A. Taylor, CAEMembership & Marketing Senior Vice President of Public Affairs and StrategicInstitute of Navigation Initiativeskesthus@ion.org Natural Products Association703.366.2723, Ext.703 366 2723 Ext 104 y p ttaylor@naturalproductsassoc.org g 202.204.4723 SEE YOU NEXT YEAR! SEE YOU NEXT YEAR! Annual Meeting & Expo Annual Meeting & Expo August 21 - 24, 2010 August 21 - 24, 2010 Los Angeles, CA Los Angeles, CA www.asaecenter.org www.asaecenter.org 10
  11. 11. Examples www.asaecenter.org 11

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