2 min read

Value Proposition: What Are You Offering?

The best value propositions are the best answer to the customer's specific need. Your brand should be a painkiller and not a vitamin.
Value Proposition: What Are You Offering?
Know your target customer and build for them.

Your target customer has needs.

Once you understand those needs you can cater to them.

A value proposition is what you offer your customer.


Value Proposition: Communicating Your Offering

As a brand you are competing for attention.

If a customer has a need, they have a mental map of possible solutions.

If your brand is not differentiated enough, it competes directly with other brands.

Your value proposition is a message you are sending to the customer by saying: "Our X solves your Y."

Unique Offering = Differentiation

A value proposition is also referred to as unique selling proposition - a USP.

How can you communicate your brand's value in a unique way?

  • Customer Need: I want to work out. I might need running shoes.
  • Value Proposition (weak): Buy these running shoes.
  • Value Proposition (strong): We enable you to become the best athlete you can be. Here are our running shoes - designed to the exact specifications of the world's best athletes. Just do it.

Which one would you buy?


Bottomline: Value Propositions Service the Customer Need

The best value propositions are the best answer to the customer's specific need.

Your brand should be a painkiller and not a vitamin.

🩹


This post is an excerpt from my Brand Strategy Workshop where you learn how to build successful brands.

The self-paced online course contains 5 hours of video material and teaches you how to use the Brand Pyramid.

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