Client

What is your PURPOSE?

As a legacy brand with a purpose-led mission, it’s important to understand your why, your vision and your mission statement which will allow potential clients and customers to decide if they resonate and align with your offerings. They want to know they are in the right place.

Let's talk all things USP

“A unique selling proposition, or USP, is a tool used by salespeople to communicate the key factors that separate your product from the competition. An effective USP communicates your brand’s values and differentiates what your company offers through what you stand for and how this benefits your customers”. - Hub Spot

Not sure?

Let's dive in...

WORKSHOP EXERCISE: Finding your USP

Communicates: 

• Benefits

• Values - value products and a lifestyle free from chemicals 

• Address the main problem your prospective customer/client faces

• Differentiate from your competitors
• Emotional motivators

What are your potential clients:

e.g HONEST brand 

USP: Uncompromised clean beauty backed by science 

Benefits: Non-toxic, eco-friendly, effective

Value: Free shipping, range of products, reliable

Features: Safety, sustainability, effectiveness 

Emotional Motivators: Family-friendly, good for the planet, do what they are supposed to do

Let’s develop your TRANSFORMATIONAL statement

(The WHO, the PROBLEM & the OUTCOMES/PROMISE)  

Here we develop a statement that speaks to who you are, which problem you solve & the desired outcome you are promising - i.e. long-term change. 

WORKSHOP EXERCISE: Finding your Transformational Statement

 Framework 1 - To start

I/We help <type of person> to <insert expected outcome> and <insert big possibility > – without <insert worry or concern>.

e.g I help busy executives like you, to tame anxious thoughts and master your own mind (even if you think you’ve tried everything!).

Framework 2 -  To evolve

Change your relationship with <problem you solve> <realise big possibility>

OR

Stop/ Free yourself from <problem> <realise big possibility> 

e.g 1: Change your relationship with chronic pain and get back in the game.

e.g 2: Free yourself from codependency and play the leading role in your life.

e.g 3: Stop sabotaging your weight loss. Lose weight and keep it off, for good!

Framework 3 -  To condense (fewer words)

e.g. 1 Marie Forleo: “The world needs that special gift that only you have.”

e.g. 2: Regan Hillyer: “You absolutely can have it all.”

e.g. 3: Lyndi Cohen: “Be healthy but don’t give up 95% of your life to weigh 5% less.”

e.g. 4 Dr Maggie Yu: “Turn your autoimmune around, from the safety of your own home.”

Framework 4 - Combination 

Once we develop the statement, it may feel right to condense it into a short more concise statement. 

e.g The Holistic Psychologist: “The power to heal yourself. I make the practical tools for healing

accessible to everyone.”

Finding your ARCHETYPE

Let’s give your brand a human form.

Archetypes were originally coined by Carl Jung, the idea behind creating your archetype is to build a brand narrative and create an emotional connection with your target audience.

WORKSHOP EXERCISE: Finding Your Archetype - see handout

Which archtype/s ( persona) best describes your brand? How will it behave, speak, look, feel, personality traits?

WORDS HAVE VIBRATION

WORKSHOP EXERCISE: Words have vibration - see handout 

What words do you feel articulate your brand?

COLOURS

WORKSHOP EXERCISE: Colours - see link in handout

FONTS

WORKSHOP EXERCISE: Fonts - see links in handout