Key Messaging Exploration Talking about trueU and communicating with - - PowerPoint PPT Presentation

Key Messaging Exploration

Talking about trueU and communicating with trueU members

Why was this document created?

• Establish messaging consistency—now and in

the future

• Help trueU partners/vendors align with the brand
• Understand the difference between how/when

trueU talks about itself and how trueU talks to

• thers
• Give meaning to the words in the positioning

statement

• Providing internal alignment

Talking About trueU

Part I

Positioning Statement

We are a community of like-minded, purpose-driven organizations working together to grow businesses by helping people become the best versions of themselves, their “trueU.” We do this by

• ffering opportunities for people to

GROW, CONNECT, and SERVE.

“We are a community…

We help each other and our companies succeed — from CEOs to front-line employees — by connecting with one another and actively engaging in

• dialogue. By being part of trueU, you are

a part of something bigger.

“of like-minded, purpose-driven organizations…

We come from organizations that care about their employees first as people. We share common values and strive to serve a meaningful purpose in addition to earning profits. trueU member organizations value:

• Community and collaboration
• Service
• Meaningful relationships
• Family
• Enthusiasm
• Taking risks for the greater good

“…working together…

As part of trueU, we believe in sharing and exchanging

• ur unique strengths, perspectives and best practices for

the benefit of our fellow community members, their families and their member organizations. Companies that join trueU come as both students and teachers.

“…to grow business by helping their people…

Businesses exist to grow, be profitable, and provide

• jobs. We believe doing well by people is the right thing

to do, and that by putting people and relationships first, business success will inherently follow.

“…become the best versions of themselves, their trueU.

Our journey in life is about the discovery of and alignment with our purpose. We believe anything is possible when we:

• live with intention,
• set measurable goals,
• prioritize relationships, and
• balance self-care with pursuit of the greater good.

“We do this by helping people GROW...

By first identifying our strengths and gifts, we can uncover our individual and collective purpose and grow in ways that help us fulfill it. Our personal growth is supported by a variety of trueU programs, including a portal, where members access high- quality personal development curricula as well as set goals, plan action steps and track achievements, and the Leader in Training program, which provides a 6-month immersive experience to support emerging, high-potential leaders.

“CONNECT...

As part of the larger trueU community, members have opportunities to connect with like-minded people and develop more meaningful relationships at work and in life. Members also learn how to better connect with coworkers, family members and the community as a benefit of learning through the GROW and SERVE pillars.

“and SERVE.”

We want a servant spirit to permeate everything we do as leaders, workers, parents, people. Humbling ourselves to raise up others can provide purpose and meaning. We also believe businesses can experience positive transformation through the power of service.

One second

10 seconds 30 seconds

Communication Hierarchy

Communication Hierarchy

After one second, people should know: trueU 
 helps member 
 businesses grow 
 by growing people.

Communication Hierarchy

After 10 second, people should know:

with the trueU community , finding like- minded, life-long learners who want

Communication Hierarchy

After 30 second, people should know:

Members grow and connect through self-discovery, goal- setting tools, proven online curriculum, motivational events, leadership development courses and service opportunities. Active members experience increased engagement, better interpersonal relationships and a greater sense of purpose--making them more effective leaders who are showing up even better at work and helping make their

• rganizations more successful.

Communication Hierarchy

trueU 
 helps member 
 businesse s grow 
 by growing people.

When a business is a 
 member, employees and their 
 family members become

• members. They connect

with the trueU community, finding like- minded, life-long learners who want to nurture potential in themselves and others. This community strives to help people to become their best selves--their trueU. Members grow and connect through self-discovery, goal- setting tools, proven online curriculum, motivational events, leadership development courses and service opportunities. Active members experience increased engagement, better interpersonal relationships and a greater sense

• f purpose--making them more

effective leaders who are showing up even better at work and helping make their 


After one second 10 seconds 30 seconds

Core Values

• Also brand attributes—if

trueU was a person, this is how you would describe their character and personality

• Don’t tell them the values,

show them trueU is who it says it is—use proof points

Integrity Respect Authenticity Innovation Excellence Enthusiasm Humility

Integrity

• We promote individual and organizational wholeness by

valuing employees as people first and encouraging risk-taking for the greater good.

• Our honesty is reflected in how we talk and demonstrate to
• ur stakeholders that we are trustworthy.
• We provide principled and proven resources that impact

peoples’ lives.

• We honestly portray trueU as a journey, not a quick fix. Finding

purpose and becoming the best “you” takes time to explore, internalize, and live.

Respect

• We understand that businesses exist to make a profit,

but we believe the most successful businesses put people first and even greater success follows.

• We believe each person must find their own purpose

and their own path to leadership.

• Our approach encompasses the whole person,

recognizing that people have lives outside of work, and it enable higher levels of performance at home, in the community and in their jobs.

Authenticity

• trueU is creating a community of leaders—we are not

training and development experts or consultants.

• As trueU staff, we pursue ongoing personal growth and live

authentically to the trueU philosophy.

• trueU believes that leading authentically means you are

never done learning. By admitting you aren’t perfect, you find room to grow.

• We engage and interact with our stakeholders in a

genuine, not self-serving way.

Innovation

• We use an integrated approach to building leaders, which includes three

pillars: Grow, Connect and Serve.

• We form partnerships with service-minded organizations so members

have opportunities to experience servant leadership first hand.

• Members come to trueU as students and teachers, resulting in a library of

resources, tools, and programs that are continually growing and evolving to meet the needs of businesses and individuals.

• We have a vision and roadmap for our offerings, including a portal

destination that provides valuable learning content and brings the trueU community together virtually.

Excellence

• We seek and share feedback on our courses and events so we

may learn how to provide ever increasing value to members.

• We provide resources that have been tested and proven by
• ther members.
• We help member organizations compete by enhancing

recruitment and retention strategies, as well as developing leadership pipeline.

• We are committed to ensuring that what we do and how we

do it, including our communications, reflects standards of high quality.

Enthusiasm

• We host networking sessions, peer roundtables, an

annual convention and other events to create synergy and sustain the energy shared by like-minded members.

• We enthusiastically aspire to achieve bigger and better

things — for ourselves and our members’ businesses.

• We envision trueU as a sweeping movement that can

help change the culture of business and help

• rganizations and people find purpose.

Humility

• The needs and interests of our members come first in our

decision-making and in our communications with them.

• Membership is a choice, and we must provide ongoing,

proven value if we want members to renew year after year.

• trueU is what it is today thanks to friends, founding members

and others who believe in the trueU philosophy and model.

• Our decisions and member offerings are driven by our

embodiment of servant leadership.

WHO is trueU?

Develop a shared vocabulary for clarity and consistency

LIT participants trueU team members / people LIT alumni the portal LIT students trueU staff employees LIT graduates the website 
 (when referring to the portal)

Part II

Communicating to Members and Potential New Members

trueU has established its value and delivers on promises


• Put the member/reader first; affirm their needs,

desires

• Embrace humility
• Humble does not mean apologetic; be confident
• You have a valuable message to send
• See examples

SAY

We’ve been working hard to bring you… You’ll gain knowledge and skills at an event designed to help you grow and connect.

We hope it met your expectation s… Hopefully you gained new insights into [topic]...

Please respond by Wednesday, March 2. We need your response immediately .

Get the tools and resources…. keep

• rganization

al goals front and center... By joining trueU you will get tools and resources... while also achieving your

• rganization

al goals.

You will enjoy an evening filled with heavy appetizers and enlightened conversatio ns with like- minded leaders. This will be a fun evening.

Invest in yourself when you… Please join us…

Your instructor will send you… You will be sent…

Mark your calendar for… Your next class is scheduled for…

Your

• rganization

will receive… Each

• rganization

will receive…

Watch the video. Click here!

Stay Informed Stay Informed!

Voice

• Part of the trueU brand
• Protect it like a logo
• Voice is consistent and recognizable

Tone

• Adjusts to a situation
• Logical or emotional
• Intimate or distant
• Serious or humorous

Brand Personality

• Enthusiastic…not overzealous or unprofessional
• People-focused …not egocentric
• Compassionate…but does not commiserate
• Visionary…not grandiose
• Professional and Polished…not stiff and stodgy
• Humble...not timid and tentative; not pretentious;

not unmannerly or unrefined

Summary

• We can expand the trueU positioning statement and trueU’s

core values to give us key messages.

• Key messages help us talk about trueU.
• We can show people the trueU brand using key messages

rather than telling them our values and positioning statement.

• To support the trueU brand, we must conscientiously

communicate to others.

• We can use a consistent voice and convey the trueU brand

personality in every communication, adjusting the tone as necessary.