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

1. 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