Every value proposition should address the needs of your target audience. You should have an idea of these needs based on your offerings, brand strategy, and market research. Your goal is to identify some needs and convey them in your brand slogan.
A brand’s value proposition should be based on how your target users define your value, not always how you perceive your value. A company that offers lower prices than the competition may not want to push that advantage.
Instead, the company could talk to customers, their needs, and communicate value to customers customer . Many customers may still shop with them because of the low prices, but this method allows them to differentiate themselves from other low-cost options.
The best value propositions don’t meet a customer’s expectations ; they exceed them. There’s an element of excitement that comes with an example like “Save money . Live better.” Saving money meets expectations while living better exceeds them.
Steps to Creating a Value Proposition
A planned approach yields better results than a haphazard choice, just like with any other aspect of your marketing strategy. Many brands quickly develop their value proposition, without any process or research .
Creativity is great, c level executive list but a structure in your strategy helps identify the benefits, target customers, meaning, expectations and avoids choosing a value proposition that the brand wants.
Here are some of the different ways to create a brand value proposition, different approaches, and how you might be able to use each to create your own slogan.
Be direct and clear
A strong value proposition identifies the benefits most likely to resonate with your target audience and explains them clearly and memorably. Depending on your business, your customers , and your offerings, they can take many different forms.
A good value proposition is one sentence, michael mcdonald it should be concise but show value to the customer. A good example is from Kodak, “Share Moments, Share Life”. This value proposition is simple, but effectively communicates benefits and value to the audience.
Potential customers understand that they can capture the moment and share life experiences with others. When you use a Kodak camera, phone database you will capture moments and share your life through their products.
Focus on keeping it short and using simple, understandable words that your audience can connect with.
Be ambitious
Value propositions don’t always have to be overtly direct; they can also show ambition and a strong desire for growth. Demonstrating both your and your consumers’ ability to strive for improvement.
A great example of an aspirational value proposition is Nike’s “Just Do It.” Nike understands that motivation is a barrier to fitness goals and athletic progress. Their tagline is a value proposition and a call to action, telling the customer to go out and do it, being motivational and showing a desire to be better.
Rather than directly mentioning a benefit, feature, or function of their brand, this value proposition takes a more creative stance and allows customers to imagine the positive things others would say about them as a result of their liking for the brand.