Build a Brand That's Different - How to Write a Value Proposition

If you try to be everything to everyone, then you end up being nothing to no one. Call it category differentiation, call it value proposition, or simply call it what sets you apart - this is the core of your brand.?

In the process of rebranding, establishing a startup, or just revising something your great-uncle started decades ago, figuring out your value proposition is the key to unlocking more clients. In fact, it’s the key to getting the clients you actually want to work with. This is that process.

What is a Value Proposition?

When your company began, I’m sure there was a lot of passion, drive, and ambition to not just serve a customer but to build something worthy of pay and recognition. Maybe you even saw a gap in the market and thought you could help bridge that gap. Whatever it was, the early business was likely all about you.

Harsh, I know. But think about it.?

You wanted the business to grow. You wanted more customers. You wanted new features to stay relevant. You wanted content developed to reach more. You wanted the recognition.

And before you have a fit and tell me you didn’t want any of that and you were only there to serve people well, I’d say you’re playing the wrong ballgame. Businesses are supposed to make money. Of course, they serve others, but achieving growth, building recognition, and getting more customers is how you make money. That’s what brands do inherently.

But I know, if you’re like me, you don’t want it to just be about all of those things and that’s fine. You didn’t want to just be another company in your industry. In fact, you wanted to fight the status quo from the get-go.?

And that’s where your value prop comes in.?

A value proposition is your true differentiator. When we begin our brand strategy and messaging process with clients, we ask what sets them apart. Most of the time, our client begins by listing all of the features and benefits they offer that are different from competitors. Even though those things are good, they aren’t the point. We’re not in the 60’s anymore, people don’t buy based on features and benefits alone. Those are table stakes.?

Customers are buying based on relationships, stories, and how you make them feel. Largely, your value proposition will become the hinge or key of the true value you bring to your customers and people.?

How Do I Write Our Brand’s Value Proposition?

If you’re at the door of your AirBnB on a trip, it would be really difficult to see the route needed to get to the airport. You’re too close to the problem and need a chance to zoom out or talk to someone else with context.?

Oftentimes, we see businesses struggle with clearly defining their value prop because they’re too close to their work. Too close to the features and benefits to understand what customers really want and need.?

1. Talk to Them

One of the cheapest and most effective ways to begin writing a solid value proposition is to run back through old testimonials and gather data. What are previous customers saying about your work or product? Is there something that is being solved for them that you haven’t considered in your current messaging? Don’t overcomplicate this process, just gather data on the similarities of what people are saying about your product or service.?

Alternatively, if you have the time or resources, connect with previous or current customers to ask them why they chose you compared to others. What problems did they have prior to using your product or service and how are they better now? Get real-time data for the work you’re doing. (and if you can’t do this, reach out to us for help)

1. Who Are You, Really?

Another great activity to get clarity on your unique value proposition is to make a list of who you are and who you aren’t.?

“If you try to become everything to everybody, then you’ll end up being nothing to nobody.”?

If we asked you about your brand's core values, I’m sure you could outline ways in which each belief is played out. If we pried, I bet we’d find core belief systems designated around each value. Begin there.

Think also to your previous customer conversations and moments with a prospective customer or even a team member where you’ve stated, “No, that’s not who we are” or “It’s just who we are.”

Once you’ve identified these moments, write down 5 statements that are true about the business you are, the product or service you offer, and how you do it. Once you feel like it is a solid and tangible list, create a second column and write down the opposite of what is written on the parallel list.?

Review the two lists, get feedback, and begin to train your teams and customers on its fact.?

Walking it Out

Taking these steps to get clear on what sets you apart will only begin the process for your brand. What happens next is entirely up to you.?

The brands that don’t take these lists and statements seriously will lose big over time. However, the teams that embody these lists and statements in their daily actions and conversations will get more ideal customers and grow in revenue.

If this all sounds great, but you need a guide through the process, set up a free call to get more brand growth.??