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Unity Brand Identity Map – Based on Market Research. Organization Brand Name. Brand Archetype. Organizational Values. Unity. Mystic-Magician. Inclusive & open-minded Encourage personal initiative & growth Spiritual, holistic, intuitive. Positioning Statement. Target Audience.

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Unity Brand Identity Map – Based on Market Research

Organization Brand Name

Brand Archetype

Organizational Values

Unity

Mystic-Magician

  • Inclusive & open-minded
  • Encourage personal initiative & growth
  • Spiritual, holistic, intuitive

Positioning Statement

Target Audience

Unity offers practical, spiritual teachings that empower abundant and meaningful living.

  • Cultural Creatives (Sophia & Enlightened Elaine & Positive Pat)
  • Dissatisfied Christians
  • Woman aged 36-55

Category Descriptor

A Positive Path for Spiritual Living

Reptilian Hot Buttons

Cultural Archetype - Christianity

Cultural Archetype - Church

  • Don’t fit it, different beliefs
  • Lack of fulfillment – seeking answers and a spiritual home
  • Fear-based, judgmental, guilt hell
  • Jesus is savior, Golden Rule, love
  • Fear-based, hypocritical, boring
  • Family, love, Sunday school, music

Feature/Selection Factor #2

Feature/Selection Factor #1

Limbic Hot Buttons

Provide a positive alternative to negative religion

Provide practical teachings to help people live healthy, prosperous & meaningful lives

  • Inner peace & peace of mind
  • Acceptance in a community of like-minded people
  • A stronger connection to God

Tangible Benefits

Tangible Benefits

  • We believe that prayer works.
  • We help people discover & live their spiritual purpose & potential
  • We help people have a stronger connection to God every day.
  • Our churches have inspiring ministers and are involved in spiritual social action (and social activities!)

Intangible Emotional Appeal

  • We provide a philosophy that is spiritual, not religious & love-based, not fear-based.
  • We honor all paths to God.
  • We believe in making a positive difference in the world.
  • We believe in being a positive example and role model
  • Empowered
  • Peace of mind
  • Accepted
  • Loved
  • Grateful
  • Inspired
  • Connected

© 2009 BrandSolutions, Inc. – rev. 1-27-10