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 BRAND
IDENTITY EXPERIENCE Personality Assets
BRAND MANAGEMENT
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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
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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
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3. Characteristics of Strong Unique
Unique Value Proposition Defined
Value Propositions
A clear statement, in line with your
market's 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
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Source: infomarketerszone.com
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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 customer's strongest decision-making
drivers
Believable / authentic
Specific (as much as possible)
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4. The Power of Identifying your Tools for Defining your
Unique Value Proposition Unique Value Proposition
You 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
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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
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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
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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
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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
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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
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7. Case Study: Finding Your UVP Case Study: Finding Your UVP
Step 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
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Case Study: Finding Your UVP Case Study: Brand Identity
Step 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
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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
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Elements of a Brand: Experience Case Study: Brand Experience
PR Step 8: Walk the Talk
Environments Validate “big tent” position
BRAND Advertising Environments
EXPERIENCE
Products & Services Trade show
Print Materials
Education
Ed ti
Personal Interactions Advocacy events
Products and services
Newsletter
Public relations
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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
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Natural 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.
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10. Natural Products Association
Natural Products Association is the
objective and reliable source (nonprofit)
dedicated to the advancement of the Q&A
industry.
industry
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Contact Information Contact Information
Kenneth P Esthus
. Tracy A. Taylor, CAE
Membership & Marketing Senior Vice President of Public Affairs and Strategic
Institute of Navigation Initiatives
kesthus@ion.org Natural Products Association
703.366.2723, 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
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11. Examples
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