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Our values are at the core of who we are as a business and a brand. They are a compass that guides everything we do and a filter through which every decision we make must pass. Our values influence everything from operations to customer experience to the way we talk about our brand. It’s critical that there is consistency between the way we behave as a company and the way we market our brand. Living and breathing our values everyday drives our business and our success. In this book, we’ll describe how our values are at the heart of our upcoming branding initiatives.


THE VALUE OF

Customer First

We are passionately committed to understanding, exceeding expectations, and serving our retailers, customers and each other.

I listen to understand.

Living it:

I anticipate needs. I demonstrate a sense of urgency. I deliver the highest quality service.


THE VALUE OF

driven to succeed We are committed to growth through innovative thinking, strategic risk taking and decisive action.

I proactively create and implement new ways of doing things.

Living it:

I embrace and drive change. I make tough decisions and take smart risks. I take action to get the job done right and on time.


THE VALUE OF

TeamworK We believe in the power of collaboration.

We work together and across functions to achieve a common goal.

Living it:

We take the time to help. We keep each other informed. We are inclusive in our decision making.


THE VALUE OF

Respect We treat each other with dignity and value independent thinking and diversity.

I appreciate and honor all backgrounds, differences and perspectives.

Living it:

I welcome all ideas, opinions and feedback. I give my opinion and feedback in a respectful way. I help people feel valued, appreciated and included.


THE VALUE OF

Stewardship

We are responsible for protecting our retailers’ investment, growing our business and people, and contributing positively to our communities.

I protect the good name of True Value.

Living it:

I am fiscally responsible and make decisions as if this were my own business. I continually improve and contribute to our success and growth. I get involved and give back.


THE VALUE OF

Integrity We are honest and ethical in our actions.

I follow our code of conduct and business ethics.

Living it:

I care about the impact I have on others. I accept responsibility for my actions. I keep my promises.


empowerment, support


Our values also form the basis for our brand. Ultimately, our values are about empowerment and support. When we engage in new branding and marketing initiatives, our values must be reflected in them. The most powerful brands stay true to their DNA and are born out of who they are as a company. It starts inside the organization and ripples outward with clarity and impact.


DEFINING OUR BRAND POSITION.

To be effective and distinct, a brand position has to be meaningful to our target consumers. It must appeal to them by aligning with their goals and aspirations. Our new brand position will elevate how customers perceive us. Rather than thinking of True Value as “a hardware brand,” we want them to see us as “my hardware brand.” To accomplish this and distance ourselves from our competitors, we have to better understand who our audience is, how they feel and what motivates them.

A BATTLE FOR RELEVANCE: Traditionally, our brand position has emphasized the rational side of what we offer; the advice, the products and the support we provide. Our competitors have rational brand positions that reflect who they are, too. Their communications feature lots of smiling faces and helpful store employees. But the most powerful brands have positions that connect with consumers on a deeper, more emotional level. If we can win their hearts, their minds will follow.


Our New Target: “Achievers” Defining Our Target Audience

We have a loyal group of customers who’ve supported us and helped us become the successful company we are today. As these True Value loyalists age, it’s critical we reach out to a new consumer group who’ll help carry us into the future. After considerable research, we’ve identified an audience with tremendous potential. They’re a hands on, self-engaged group we call “Achievers.” They’re younger than our current customers and will bring new faces into our stores. To truly understand what motivates them, we had to dig deeper.


What makes them tick. We talked to “Achievers” about the types of projects they do and why they do them. They have a long list of projects and are looking to do as many of them as they can by themselves. Many of them are first-time homeowners and still finding their way as handy people. They actively seek advice and expertise. When they finish a project themselves, they get a tremendous sense of pride and accomplishment. This sense of pride instills a confidence that invigorates them, leading them to tackle more. Completing a project is much more than merely crossing something off a “to-do” list. Behind the sweat equity, there is emotional equity.


True Value’s Brand Position:

Enabling The Satisfaction Of a Job Well Done. Throughout our history, we’ve always focused on helping our customers complete their projects. Empowering and supporting our customers is born out of our values. Ultimately, it’s why we’re in business. We know our “Achievers” target audience is driven by the sense of accomplishment they feel when they successfully complete their projects. Our new brand position focuses on what our customers want, from their point of view. This is different from how brands in our industry have traditionally positioned themselves, but it will set True Value apart and position us for future success.


From Position to Creative Expression. Our brand position provides the strategic foundation for all of our marketing and branding initiatives. It’s not a consumer-facing set of words, but it helps inform the look, feel and voice of the True Value brand in all internal and external communications. Think about it this way; the brand position is about what we’re going to say. The actual creative expression is about how we say it. It helps us be cohesive in our messaging. On the next few pages are some examples of our first campaign supporting the new brand position.


Behind Every Project Is A


The Value of a can of paint isn’t just the paint. It’s the moment you set foot in the new baby’s room and it looks exactly the way you saw it in your mind’s eye. The Value of a power sander isn’t what you paid for it. It’s being able to restore an old table that’s been in your family for a hundred years. And the Value of the help and guidance we give our customers is the empowerment they feel when they realize there’s nothing they can’t do themselves. Knowing we can give them that feeling is why we go to work everyday.


THE VALUE OF ENABLING RETAILER SUPPORT THE VALUE OF BEING YOUR OWN BOSS Chris Johnson True Value Retailer Excelsior, Wayzata & Delano, MN stores

Margaret Crenshaw Retail Support Supervisor

BEHIND EVERY PROJECT IS A TRUE VALUE.

BEHIND EVERY PROJECT IS A TRUE VALUE. START RIGHT. START HERE.

Associate

START RIGHT. START HERE.

Retailer


THE VALUE OF AN APPRENTICE

THE VALUE OF BEING IN IT TOGETHER

BEHIND EVERY PROJECT IS A TRUE VALUE.

BEHIND EVERY PROJECT IS A TRUE VALUE. START RIGHT. START HERE.

Consumer

START RIGHT. START HERE.

Consumer


The Value Of Staying True To Who We Are.

This campaign gets at the deeper meaning and motivation behind the work we do and the projects our customers take on. It embodies our company values and the passion we have for our work. For associates, it’s the pride we take in enabling the success of the independent hardware store. For retailers and employees, it’s the reward of helping our customers and being a vital part of our communities. And for our customers, it’s the satisfaction they get from completing their projects and then enjoying the outcome.


OUR VALUES: CUSTOMER FIRST RESPECT DRIVEN TO SUCCEED INTEGRITY TEAMWORK STEWARDSHIP

OUR VALUES: CUSTOMER FIRST RESPECT DRIVEN TO SUCCEED INTEGRITY TEAMWORK STEWARDSHIP


Behind Every Project Is A

Behind Every Project Is A


True Value Brand Book