1. Annual Conference, April 23-24, 2014
Square Up: Telling Your StorySquare Up: Telling Your Story
Eric Morgenstern
Morningstar Communications
@emorgenstern
7. Four Elements of Building
a Successful Brand
Orchestrate Messages
Disseminate your
messages
Tell your story in a
compelling way
Own a position
of excellence
15. The “Excellence” Standard
Being of the very
best quality;
exceptionally good
-Funk & Wagnall’s
Dictionary
Surpassing others in
some good quality
or the sum of great
qualities;
of great worth
-Webster’s Dictionary Very good of its kind;
eminently good
-Merriam-Webster
16. Excellence is Not
What You Say...
...it’s what your key audiences say about
you and your organization.
17. Making Excellence
Work for You
• Clarify their definitions of excellence
• Just ask them!
How do your constituents
define excellence?
18. The Three “Magic”
Questions*
• What are we doing that you like?
• What are we doing that you
don’t like?
• What do you wish we were doing
that we’re not?
* Barnett Helzberg, Jr.
19. Excellence...
One at a Time
• Each individual knows his own definition
• Each customer knows her own definition
• Focus on each person’s “Trigger Point”
21. Here’s How You Answered the
Three “Magic” Questions
• U.S.SourceLink reached out to 22 of its affiliates
and customers
• 21 affiliates and customers responded and were
surveyed via phone
22. What are We Doing that
You Like?
• Easy to work with and incredibly
responsive team
• Provides expertise, best practices
and knowledge
• Offers national networking and connections
• Comprehensive and simple to navigate
technical platforms
23. What are We Doing that
You Don’t Like?
• From the provider’s point-of-view, many
folks don’t understand
U.S.SourceLink’s value
• Additional training tools
• Small staff limits what U.S.SourceLink
can do
24. What Do You Wish We
Were Doing that We’re Not?
• Holding more big picture meetings and
providing general insight
• Forming special interest groups for idea sharing
• Highlighting best practices and case studies
• Sharing between affiliate network
25. Four Elements of Building
a Successful Brand
Orchestrate Messages
Disseminate your
messages
Tell your story in a
compelling way
Own a position
of excellence
32. Four Elements of Building
a Successful Brand
Orchestrate Messages
Disseminate your
messages
Tell your story in a
compelling way
Own a position
of excellence
34. Four Elements of Building
a Successful Brand
Orchestrate Messages
Disseminate your
messages
Tell your story in a
compelling way
Own a position
of excellence