[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-brand-value-proposition":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",38608,{"id":24,"name":25},"author-0301142015","Canto","2020-09-02T08:25:30","2026-06-11T18:28:48","Brand value proposition: How to define, build, and communicate your competitive edge","brand-value-proposition","Break through barriers with a brand value proposition","A brand value proposition gives customers a reason to pick you over the competition. Does yours give reason enough? Let’s make sure.","What is a brand value proposition? A brand value proposition is a clear statement that explains how a product or service solves a customer problem, delivers specific benefits, and why customers should choose it over the competition. It is not a tagline or mission statement — it is a direct, evidence-based commitment to a target […]","What is a brand value proposition? A brand value proposition is a clear statement that explains how a product or...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-a-brand-value-proposition\">What is a brand value proposition?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">A brand value proposition is a clear statement that explains how a product or service solves a customer problem, delivers specific benefits, and why customers should choose it over the competition. It is not a tagline or mission statement — it is a direct, evidence-based commitment to a target audience. An effective brand value proposition is specific, measurable, and differentiated.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fbrand-management\u002F\">Brand management\u003C\u002Fa> is the continuous practice of shaping how audiences perceive, experience, and trust your brand, including the management of logos, imagery, colors, voice, messaging, and differentiation.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--what-is-brand-value\">What is brand value?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">At the most fundamental level, brand value is a data-driven measurement of a company’s financial worth. Figuring out a brand value is done through market analysis. Essentially, it is how much a buyer would be willing to pay for the brand.\u003C\u002Fp>\u003C\u002Fcto-card>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--benefits-of-creating-an-effective-brand-value-proposition\">Benefits of creating an effective brand value proposition\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The better your value proposition, the stronger the benefits will be. Here are a few invaluable perks of getting the value proposition done correctly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Boosts conversions and increases overall leads\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">If your value proposition is intriguing, it could be a large part of why a sale gets closed. It also may be your best chance at keeping customers engaged and interested, rather than turned off and on to the next site.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-58.jpg\" alt=\"A brick wall that reads 'get leads'.\" class=\"wp-image-49017\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-58.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-58-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Similarly, a value proposition increases overall leads – both in value and abundance. By being upfront about what your brand offers, customers gauge your products and services alongside their needs and potential concerns.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This ushers them through any uncertainty and \u003Ca href=\"https:\u002F\u002Fhbr.org\u002F2008\u002F12\u002Fnudge-your-customers-toward-better-choices\" target=\"_blank\" rel=\"noopener\">directs them toward a decision\u003C\u002Fa>.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Centralizes attention and eliminates waste\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A value proposition narrows your attention to the most important issues at hand, giving your teams a better chance at determining the right way to help specific audiences.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-55-1.jpg\" alt=\"An infographic about team focus.\" class=\"wp-image-49012\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-55-1.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-55-1-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">It centralizes focus toward customers and how you can help them, then specifies what it will take to be successful and meet your target audience’s needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A value proposition is a guiding force, keeping the right things at the forefront of campaigns, projects and activities.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Furthermore, this attention to detail helps eliminate waste. For example, if a project or campaign doesn’t fit within your value proposition model, it will be easier to recognize and dismiss.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191542\u002Fbrand-value-proposition-43.jpg\" alt=\"A dumpster in an alley.\" class=\"wp-image-46378\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191542\u002Fbrand-value-proposition-43.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191542\u002Fbrand-value-proposition-43-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">A brand value proposition drains out any unnecessary tasks and refines your processes. This is a huge part of being successful, by sticking to the things your audience truly requires.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Spotlights the advantages you offer compared to the competition\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s just not possible to create a groundbreaking value proposition without putting in some serious research of your competitors.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Part of the proposition writing process involves growing in your understanding of the direct competition. This in turn allows you to figure out ways to boost your \u003Ca href=\"\u002Fblog\u002Fbrand-differentiation\u002F\">brand differentiation\u003C\u002Fa>.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-59.jpg\" alt=\"Balloons with one lit up like a lightbulb.\" class=\"wp-image-49020\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-59.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-59-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Oftentimes, during the creation of your value proposition, it’s easy to become more in-tune with what your customers want and how to deliver it to them.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Outlines a clear path forward\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Uncertainty and imprecision are enemies of any new project, campaign, service, company or product. Any missteps involving clarity are devastating, resulting in a group of potential customers who feel your services don’t suit them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">A brand value proposition cuts through ambiguity, carving a clear, focused path forward. It not only establishes a substantive need that your prepared solution can meet, but it also pinpoints which potential markets require these solutions.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-60.jpg\" alt=\"A path in the countryside.\" class=\"wp-image-49022\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-60.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-60-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">With a clear path laid out in front of you, it becomes a lot easier to progress through each task without any uncertainty or doubt. This inspires teams and amplifies overall values and goals.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Helps brands relate to customers and understand their needs\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A brand value proposition is a key tool to provide you with a foundation for which to connect with your customers and understand their needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It increases the level of engagement with customers, helping you gain valuable insight into how they value your services overall.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"262\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-56.jpg\" alt=\"An infographic about customer satisfaction rates.\" class=\"wp-image-49014\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-56.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190756\u002Fbrand-value-proposition-56-450x197.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">More importantly, this ensures that you’re connecting with prospects who feel you’re the answer to their problems, making them a likely candidate to make a purchase.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Ultimately, a value proposition cuts to the heart of what your target market truly wants, rather than beating around the bush with flimsy features. It allows you to base your entire solution on helping customers in the way they need most, which builds \u003Ca href=\"\u002Fblog\u002Fbrand-loyalty\u002F\">brand loyalty\u003C\u002Fa>.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Clarifies marketing tasks and objectives\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Marketing is a direct beneficiary of an effective value proposition, since the proposition creates guidelines to follow and focus on.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Armed with the knowledge given to them through this, marketers can better understand which type of customers to pursue and what types of needs they have.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">They’re then able to use this specificity to create the most on-point campaigns that directly address the types of features they can offer to audiences.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-61.jpg\" alt=\"An illustration showing clarification.\" class=\"wp-image-49024\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-61.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190755\u002Fbrand-value-proposition-61-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">On top of outlining marketing tasks, it also helps focus and align marketing messages to increase overall influence and effect.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It guides marketers through each potential branding task, giving them a foundation from which to build steady and focused messaging.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">As you can see, there are enormous benefits to a value proposition done-right. Therefore, it’s important to create one that adheres to all the important guidelines.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--how-to-write-a-value-proposition-that-goes-above-and-beyond\">How to write a value proposition that goes above and beyond\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">In order to write an effective value proposition, you first need to understand what types of things make up a good one.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Provide clear details as to why your brand is right for the audience. This is done in a brief, concise manner that is as descriptive as possible. It also offers a clear promise.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are some helpful hints to follow when writing your proposition:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Keep it simple while delivering a clear picture of what your services will provide.\u003C\u002Fstrong> It’s meant to be short, but that doesn’t mean unclear. Include the essentials.\u003C\u002Fli>\u003Cli>\u003Cstrong>It’s not a mystery or a poem.\u003C\u002Fstrong> Don’t get too tricky and confuse the customer. They should be able to understand it without ‘Googling’.\u003C\u002Fli>\u003Cli>\u003Cstrong>You’re not convincing someone to buy a timeshare property or magic beanstalk.\u003C\u002Fstrong> Leave the excessive advertising jargon, claims and over-promotion out of it.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Every proposition is different! Don’t feel that you need to follow some specific template or path to create yours.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, do keep in mind that there are general guidelines to follow. Here is a basic rundown of what your proposition should entail:\u003C\u002Fp>\u003Col class=\"wp-block-list\">\u003Cli>Main header\u003C\u002Fli>\u003Cli>Subheader\u003C\u002Fli>\u003Cli>Supporting images\u003C\u002Fli>\u003C\u002Fol>\u003Cp class=\"wp-block-paragraph\">The header is the most important part of the equation. Put serious time into the wording to get it right. It should be snappy while giving the benefit customers will receive from using your service.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-62.jpg\" alt=\"Someone creating a header on a laptop.\" class=\"wp-image-49026\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-62.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-62-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The subheader then fills in the details further, adding on to the header. It clarifies who could benefit from the service you offer and why your service or product is effective.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The supporting image(s) provide a bit of evidence for the header and subheaders. Make sure it signifies your main ideas, or shows the product or service in action.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have the basic outline and some rules to follow, let’s give you some key ways to write an awesome value proposition.\u003C\u002Fp>\u003Ccto-card blue=\"true\" shadow=\"false\">\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--tips-to-writing-the-best-value-proposition-possible\">Tips to writing the best value proposition possible\u003C\u002Fh2>\u003C\u002Fcto-card>\u003Ch3 class=\"wp-block-heading\">1. Research your competition and differentiate from them\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>The weakness of an enemy forms part of your own strength.\u003C\u002Fem>” – Anonymous\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It will be pretty tough to highlight a potential difference between you and a competitor if you don’t understand what kind of offerings the competition has.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Therefore, make sure to be thorough in analyzing and researching your direct competition, particularly when it comes to their value proposition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Once you’ve got a clear point of reference, look for ways to pivot off of it and offer something new or different. This really shouldn’t be that hard, considering you have a complete breakdown of the competition’s offering.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191542\u002Fbrand-value-proposition-44.jpg\" alt=\"A person drawing a misdirection arrow.\" class=\"wp-image-46381\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191542\u002Fbrand-value-proposition-44.jpg 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191542\u002Fbrand-value-proposition-44-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Remember also that you’re trying to break free from a few different brands. Trying to be 100% different from 100% of the competition is impossible and a mistake.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Put yourself into the potential buyer’s shoes during this process. If you were considering a new product or service, wouldn’t you visit quite a few different homepages during your search?\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The answer to that is most likely ‘yes’, so keep that in mind when creating your proposition – the customer will see other webpages and will pick whichever stands out and helps them most.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Finally, make sure your pivot from the competition isn’t a change-of-direction for the sake of ‘being different’. Keep your creative shifts helpful to the customer first and foremost.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Understand your audience and use the best voice for them\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>The best marketing strategy ever: CARE.\u003C\u002Fem>” – Gary Vaynerchuk\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best value propositions truly connect with their target audience because they’re written in a voice that resonates with them.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Before this is possible, you’ll need to deeply understand your audience. This goes beyond researching some data and discovering demographics.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You need a comprehensive profile that gives you real insight about the customers. This should include what type of person they are, how to best speak to them and what kind of stuff is important to them.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-63.jpg\" alt=\"A person lifting their feet above a robot vacuum.\" class=\"wp-image-49028\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-63.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-63-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Now consider how well your value proposition will connect with this audience. Sometimes, this part of the process is almost common sense. For example, if you’re coming out with a new vacuum cleaner, chances are you don’t want a value proposition that speaks to a youthful, tech-driven audience.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">On the other hand, if you’re developing an \u003Ca href=\"https:\u002F\u002Fwww.theverge.com\u002F2017\u002F3\u002F14\u002F14920842\u002Fdyson-ai-robotics-future-interview-mike-aldred\" target=\"_blank\" rel=\"noopener\">AI robot vacuum\u003C\u002Fa>, maybe the best proposition voice is best aimed at a youthful, tech-driven group.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Create a rundown of the different benefits you can offer\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Before we can make the language and vocabulary of our proposition fit together, it’s important that all the potential benefits we can offer are accounted for.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The best way to do this is by making a list, and if necessary, inputting them into something that illustrates them clearly.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-64.jpg\" alt=\"Someone making a list on paper.\" class=\"wp-image-49030\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-64.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190754\u002Fbrand-value-proposition-64-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Divide the benefits into subsections that better define them. For example, if one of the benefits is ‘fun’, put it under the human benefits. If one of the benefits is ‘organizes’, place it in the practical pile.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Chances are you won’t include every benefit into the proposition, but this method ensures you don’t forget an important one.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">4. Create a value proposition canvas\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">A value proposition canvas is one of the most effective tools to guide your proposition-writing process. It’s so valuable because it helps you visualize customer needs and the different ways you can meet these needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, what is a value proposition canvas? It is a visual graph that is split between potential customer issues and how a brand might address these. Below is an example canvas. The setup can change but yours should generally look like mine.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1339\" height=\"649\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191541\u002Fbrand-value-proposition-45.png\" alt=\"A value proposition canvas.\" class=\"wp-image-46384\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191541\u002Fbrand-value-proposition-45.png 1339w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191541\u002Fbrand-value-proposition-45-450x218.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191541\u002Fbrand-value-proposition-45-1024x496.png 1024w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191541\u002Fbrand-value-proposition-45-768x372.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">I’ll break down each section of the canvas to give you a better idea of how it works.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Customer profile\u003C\u002Fh4>\u003Cul class=\"wp-block-list\">\u003Cli>Gains – This includes things that would make a customer’s job easier and more efficient.\u003C\u002Fli>\u003Cli>Pains – This includes things that prevent a customer from completing their task.\u003C\u002Fli>\u003Cli>Jobs – This is the job the customer is trying to get done.\u003C\u002Fli>\u003C\u002Ful>\u003Ch4 class=\"wp-block-heading\">Value proposition\u003C\u002Fh4>\u003Cul class=\"wp-block-list\">\u003Cli>Gains Creators – How you can help the customer achieve gains.\u003C\u002Fli>\u003Cli>Product\u002FService – The products you offer that will help the customer.\u003C\u002Fli>\u003Cli>Pain Managers – Ways you can help overcome customer pains.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">It’s up to you to start adding things to your own canvas. As you do, it will become a lot clearer what types of things to target when writing a brand value proposition.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">5. Optimize your layout\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">“\u003Cem>Almost all quality improvement comes via simplification of design, manufacturing… layout, processes, and procedures.\u003C\u002Fem>” – Tom Peters\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The most minor of differences completely change the way someone feels about your value proposition. That’s not to say the layout is more important than the message, but it does hold serious weight.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The good thing is, it’s common sense to understand what looks ‘good’ or not. For example, if you saw a giant paragraph on the page with no lines separating any of it, you’d be turned off.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190753\u002Fbrand-value-proposition-65.jpg\" alt=\"An illustration representing optimization.\" class=\"wp-image-49032\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190753\u002Fbrand-value-proposition-65.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19190753\u002Fbrand-value-proposition-65-450x263.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Take that same paragraph, however, and break it up using multiple paragraphs or bullet points and you’ll have a much easier time reading it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Follow these principles with your value proposition as well. Now, don’t confuse the above concept with the idea that less is always more – that’s not the point. Instead, the idea is that appearance and structure is the key.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Everyone will have their own preferences, and that’s fine as long as they stay within some reasonable guidelines:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Keep the text from getting too lengthy, but make sure you give enough information about the value your service delivers.\u003C\u002Fli>\u003Cli>Bullet points or other short, informative sentences are easy to absorb.\u003C\u002Fli>\u003Cli>Include as much as you can about the product or service so the reader has very few questions after reading the proposition.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Consider the positioning of your value proposition and how it syncs with the rest of the homepage. Determine whether the layout will detract or add to the potential power of the proposition.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Bonus – ad lib your way to a powerful brand value proposition\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Similar to the value proposition canvas, this is a fast way to come up with effective ideas. Ad libs are a way to see how different thoughts sound in an overall greater grouping.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here’s an example of an ad lib template for a value proposition. Feel free to create your own, or if you want, use one of the many available ones online. I used \u003Ca href=\"https:\u002F\u002Fwww.strategyzer.com\u002F\" target=\"_blank\" rel=\"noopener\">Strategyzer’s\u003C\u002Fa> template, as I feel it was the best version.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"854\" height=\"767\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191540\u002Fbrand-value-proposition-46.png\" alt=\"A value proposition ad lib sheet.\" class=\"wp-image-46386\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191540\u002Fbrand-value-proposition-46.png 854w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191540\u002Fbrand-value-proposition-46-450x404.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191540\u002Fbrand-value-proposition-46-768x690.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This template, \u003Ca href=\"https:\u002F\u002Fassets.strategyzer.com\u002Fassets\u002Fresources\u002Fad-lib-value-proposition-template.pdf\" target=\"_blank\" rel=\"noopener\">available here\u003C\u002Fa>, gives you a good example of how helpful the ad lib method could be. Simply fill in the relevant details and see what it ends up giving you. I recommend filling out a few different ones to have some differentiation.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Now that you have the foundational details to create a brand value proposition, let’s look at some examples.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--examples-to-help-inspire-your-writing\">Examples to help inspire your writing\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">I’ve selected three example propositions that creatively capture the importance of this practice. Use these cases to find your own creative spark.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">1. unbounce\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"295\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19191532\u002Fbrand-value-proposition-55.jpg\" alt=\"The unbounce website pages combined.\" class=\"wp-image-46508\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19191532\u002Fbrand-value-proposition-55.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F07\u002F19191532\u002Fbrand-value-proposition-55-450x221.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Service:\u003C\u002Fstrong> Expert webpage-building.\u003Cbr \u002F>\u003Cstrong>For who?:\u003C\u002Fstrong> Tech-limited companies.\u003Cbr \u002F>\u003Cstrong>Pain manager:\u003C\u002Fstrong> No coding knowledge necessary.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The above photos are all three from the unbounce homepage. Notice what they did? They created a three-pronged header for their proposition.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The text reads ‘Convert More’ and then switches between ‘Customers’, ‘Sales’ and ‘Leads’, while changing the image but keeping the subheader and call-to-action the same.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This stood out to me, and I liked how they explained their features in detail.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">2. Spotify\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"266\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191539\u002Fbrand-value-proposition-49.png\" alt=\"The Spotify website.\" class=\"wp-image-46391\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191539\u002Fbrand-value-proposition-49.png 600w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191539\u002Fbrand-value-proposition-49-450x200.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Service:\u003C\u002Fstrong> Digital music.\u003Cbr \u002F>\u003Cstrong>For who?:\u003C\u002Fstrong> Everyone.\u003Cbr \u002F>\u003Cstrong>Pain manager:\u003C\u002Fstrong> No credit card required.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">What stands out to me about Spotify’s proposition is mostly the layout. The value proposition is in complete contrast with the other visual elements. Even though the text is short, it’s catchy, informative and says what it needs to.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">3. Fundly\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1040\" height=\"473\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191538\u002Fbrand-value-proposition-50.png\" alt=\"The Fundley website.\" class=\"wp-image-46393\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191538\u002Fbrand-value-proposition-50.png 1040w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191538\u002Fbrand-value-proposition-50-450x205.png 450w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191538\u002Fbrand-value-proposition-50-1024x466.png 1024w, \u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191538\u002Fbrand-value-proposition-50-768x349.png 768w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Service:\u003C\u002Fstrong> Digital funding.\u003Cbr \u002F>\u003Cstrong>For who?:\u003C\u002Fstrong> Individuals and nonprofits.\u003Cbr \u002F>\u003Cstrong>Pain manager:\u003C\u002Fstrong> No raising requirements or startup fees.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The reason I like Fundly’s proposition is their message ties in nicely with the background image (two different sides of the road).\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Also, they present some key benefits that help them differentiate from other funding platforms, such as no raise requirements.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With these examples to guide you, there’s no reason why you can’t create a special message.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--begin-writing-your-own\">Begin writing your own!\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You now have the tools to create something truly inspiring. Remember, if you create a value proposition that clearly outlines why customers should buy your service, the chances of making a sale go way up.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Use the above examples and strategies to boost your brand and show why the competition doesn’t even come close!\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Check out our complete \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> to learn more.\u003C\u002Fp>",13,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192946\u002Fbrand-value-proposition.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192946\u002Fbrand-value-proposition-450x300.jpg","Blocks with arrows going upward.",533,800,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19191103\u002Fbrand-compliance-33-450x283.jpg",25438,"brand-compliance","Brand compliance: How to protect and enforce your brand standards","Brand compliance paves the path to important branding principles, such as consistency and image. Here are five strategies to guide you.","\u002Fblog\u002Fbrand-compliance\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19191609\u002Fbrand-authenticity-47-450x300.jpg",24663,"brand-authenticity","Brand authenticity examples: How customers uncover your brand truths","Brand authenticity is achieved when genuine brands are truthful to customers. Here are five tips to guide your brand authenticity journey.","\u002Fblog\u002Fbrand-authenticity\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192837\u002Fwhat-is-a-tagline-4-450x291.jpg",39237,"what-is-a-tagline","What is a tagline? How do I create one? A complete guide","A tagline is a semi-permanent phrase or text that essentially defines a company for their entire existence. Learn more about the tagline in this guide.","\u002Fblog\u002Fwhat-is-a-tagline\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789880505979]