How can you refresh your brand's value proposition over time?

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Your brand's value proposition is the core message that communicates why your customers should choose you over your competitors. It's the promise of the benefits and solutions that you deliver to your target audience. But as the market changes, your value proposition may need to evolve too. How can you refresh your brand's value proposition over time to stay relevant and competitive? Here are some tips to help you.

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Priyanka Salot

Co-Founder @ The Sleep Company | Building World's Best Comfort Tech brand
Tanmoy Debnath (He/ Him/ His)

Pentland Brands (Speedo/Berghaus/Canterbury/Endura) | Global Sourcing | Merchandising | Business Analyst | Next…

1 Assess your current value proposition

The first step is to review your existing value proposition and see how well it aligns with your customers' needs, expectations, and preferences. You can use various methods to gather feedback, such as surveys, interviews, reviews, social media, or analytics. You can also benchmark your value proposition against your competitors and see how you compare in terms of differentiation, clarity, and credibility. This will help you identify any gaps or weaknesses that you need to address.

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Tanmoy Debnath (He/ Him/ His)

Pentland Brands (Speedo/Berghaus/Canterbury/Endura) | Global Sourcing | Merchandising | Business Analyst | Next Sourcing | Newtimes | PDS | Progress Apparels Bangladesh Ltd. (Matalan/ Next/ Trutex/ Shaws/ C&A)
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In my view, assessing your current value proposition is the crucial starting point for any brand looking to evolve. Gathering customer feedback through surveys, reviews, and social media can provide invaluable insights into aligning your offerings with their needs. Additionally, benchmarking against competitors helps pinpoint areas where differentiation, clarity, and credibility enhancements are needed to stay ahead in the market.

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2 Define your desired value proposition

The next step is to articulate your desired value proposition based on your brand vision, mission, and values. You need to define what makes your brand unique, how you solve your customers' problems, and what emotional benefits you offer. You also need to consider how you can communicate your value proposition in a concise, compelling, and consistent way across all your touchpoints. You can use frameworks such as the value proposition canvas or the unique selling proposition to help you craft your value proposition.

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Priyanka Salot

Co-Founder @ The Sleep Company | Building World's Best Comfort Tech brand
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Re-establish your unique selling proposition (USP). It's easy to get lost in the noise of a crowded market. Take a step back and assess what sets your brand apart. At The Sleep Company, we always circle back to our Smart Grid technology.

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Tanmoy Debnath (He/ Him/ His)

Pentland Brands (Speedo/Berghaus/Canterbury/Endura) | Global Sourcing | Merchandising | Business Analyst | Next Sourcing | Newtimes | PDS | Progress Apparels Bangladesh Ltd. (Matalan/ Next/ Trutex/ Shaws/ C&A)
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In my view, defining your desired value proposition is the cornerstone of a successful brand refresh. It's essential to align your vision, mission, and values to create a unique brand identity. Articulating how your brand solves customer problems and the emotional benefits it provides helps in crafting a compelling narrative. Consistency in communicating this proposition across all touchpoints ensures a strong and resonating message with your audience.

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3 Test and validate your value proposition

The third step is to test and validate your value proposition with your customers and stakeholders. You can use various tools and techniques to measure the impact and effectiveness of your value proposition, such as A/B testing, landing pages, ads, or prototypes. You can also collect feedback and insights from your customers and stakeholders to see how they perceive and respond to your value proposition. This will help you refine and improve your value proposition based on the data and evidence.

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Tanmoy Debnath (He/ Him/ His)

Pentland Brands (Speedo/Berghaus/Canterbury/Endura) | Global Sourcing | Merchandising | Business Analyst | Next Sourcing | Newtimes | PDS | Progress Apparels Bangladesh Ltd. (Matalan/ Next/ Trutex/ Shaws/ C&A)
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In my view, testing and validation are pivotal to a brand's evolution. Employing methods like A/B testing and gathering real-time customer feedback through prototypes or landing pages enables you to gauge the actual impact and reception of your refined value proposition. This data-driven approach ensures that your brand's message resonates effectively and can be fine-tuned based on tangible evidence and insights.

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4 Implement and communicate your value proposition

The final step is to implement and communicate your value proposition across all your channels and platforms. You need to ensure that your value proposition is integrated into your brand strategy, identity, and voice. You also need to ensure that your value proposition is visible and consistent in your website, social media, content, marketing, sales, and customer service. You can use storytelling, visuals, testimonials, or case studies to showcase your value proposition and build trust and loyalty.

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5 Monitor and update your value proposition

Refreshing your value proposition is not a one-time event. It's an ongoing process that requires you to monitor and update your value proposition as the market and customer needs change. You need to keep track of the trends, opportunities, and threats that affect your brand and your customers. You also need to keep listening to your customers and stakeholders and collect feedback and insights. You can use tools such as the lean canvas or the business model canvas to help you adapt and innovate your value proposition.

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Priyanka Salot

Co-Founder @ The Sleep Company | Building World's Best Comfort Tech brand
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What if you've been in the game for a while? A partial refresh might be your best bet. This isn't about an identity crisis; it's about a strategic pivot. A partial rebrand allows you to retain the brand loyalty you've worked so hard to build while updating your image to resonate with new market dynamics.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Priyanka Salot

Co-Founder @ The Sleep Company | Building World's Best Comfort Tech brand
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Now, onto the nitty-gritty details. Before you unveil your refreshed brand, make an exhaustive list of all the places your old branding resides. It's not just about your website or social media; think email templates, ad copies, and even offline materials. Overlooking these can lead to a disjointed brand experience.

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How can you refresh your brand's value proposition over time?

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3

4

5

6

1 Assess your current value proposition

2 Define your desired value proposition

3 Test and validate your value proposition

4 Implement and communicate your value proposition

5 Monitor and update your value proposition

6 Here’s what else to consider

Brand Management

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How can you refresh your brand's value proposition over time?

1

2

3

4

5

6

1 Assess your current value proposition

2 Define your desired value proposition

3 Test and validate your value proposition

4 Implement and communicate your value proposition

5 Monitor and update your value proposition

6 Here’s what else to consider

Brand Management

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