28 Aug Defining Your Brand’s Value Proposition – Why It’s Important
In today’s ever changing digital world, brands need to clearly articulate the value they will add to their customers lives. Your value proposition serves as the foundation for all of your marketing efforts and defines what makes you different from alternative solutions. In short, a value proposition communicates the benefits of your service or product – simply & clearly.
“It’s a clear statement of the tangible results a customer gets from using your products or services. It is outcome focussed and stresses the business value of your offering”
A great value proposition helps your brand by:
- Focussing your efforts on the things that make the biggest difference. Where does your product/service benefit your customers most? Answering this question will help you avoid wasting time, money and energy.
- Helping you develop the most persuasive marketing concept for your business. Tip: Create a simple, clear list of the few things that really make a difference, and focus your marketing only on those.
- Helping you be user-centric and focussing on what users needs as opposed to what you are offering. Brands often get so wrapped up in what they are offering the market, they forget about what the customer wants and needs.
- Showing you how your customers view your brand and your products. Without a strong value proposition, you might speak about your business and products in a way that doesn’t resonate with your customers.
- Giving you the right basic wording for your marketing messages.
- Giving you confidence – having a strong, refined value proposition gives you clarity so that you can move forward without second-guessing your every move.
Remember: The customer value proposition focusses on the intrinsic benefits a customer will get from the service/product – and how that ties to your offering. It cannot simply be your brand promise or a more general customer value proposition stuck online, since that misses the point that someone is on your site now and asking themselves questions such as “what’s in this for me?”