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WHAT’S YOUR REAL VALUE?
A Value Proposition is a clear statement of the ultimate benefit you provide to your customers. It is not your brand; your brand is much bigger. But it’s an important component of your brand, because it shapes, focuses and simplifies how you articulate your brand value to the marketplace. Your Value Proposition conveys the essence of your brand promise in language that is meaningful to your customers. In short, (and this is very important) it describes your value from your customers’ perspective — not yours.
We explore and benchmark these areas when developing a Value Proposition.
1. Current Brand Strengths
1. Current Brand Strengths
What are your core competencies and what value can you deliver to the marketplace?
2. Customer InsightWhat do your customers and prospects care about, and how do they define value?
3. Marketplace FrameworkWhat are your competitors doing, and where are the opportunities for you to do a better job of delivering value? Or at least do a better job of communicating the value you deliver?
The place where all three areas intersect is where your ultimate value proposition lives – the proposition that leverages what you're good at, creates an emotional connection with your target customers, and sets you apart from other players in the marketplace.
