At the heart of great branding is the ability to define and articulate your value proposition.
This is one of the most critical pieces of any brand strategy, but it can also be one of the most challenging to create.
Your value proposition is a clear statement of the tangible results a customer gets from using your products or services. It’s outcome focused and stresses the business value of your offering. In other words, it satisfies the question of why a customer should hire you.
For example, in just weeks, not months (or even years), Roger That delivers our clients brands and websites that stand out from their competition, elevates their status, and attracts their best customer. After working with us, clients report raising prices without alienating existing clients, getting 4x more inbound leads, and having their best sales season to date. Our value proposition is delivering top-notch brands and websites in a fraction of the time our competitors do. Our clients spend significantly less time getting their brands and websites to perform and more time serving their own clients and growing their companies.
Get to the point
Consumers are savvy; they won’t believe in clever and cute promises that sound good but can’t be delivered consistently. If it sounds too good to be true, customers will know it probably is.
It’s not about you
Often companies focus too much on their service or product and not enough on the customer. It can be a tough habit to break, but it’s critical to adopt this behavior early on, checking and rechecking that you’re communicating what the customer wants to know, not just what YOU want the customer to know.
Why is this important? Well, in order to get your messaging right, you must know who your ideal customer is and why they would want to choose your brand over Brand X. Your brand can’t be all things to all people (it really can’t). When you take the shotgun approach to branding rather than a strategic, informed approach, you end up losing customers to the competition who’s already figured it out.
Knowing your ideal customer dovetails nicely into creating your value proposition and communicating it effectively. Formal ways of getting consumer feedback can be through surveys you send to previous customers or structured focus groups. Look at the data you have from people who have purchased from you in the past. What are they buying? Where are they buying it from? Online or in store? What are they saying about you on social media?
There’s also a lot to be learned by looking at your competitors and asking the same questions. What are they doing that works? Where are their customers indicating dissatisfaction? The answers may provide a clue as to how to differentiate yourself better and position your brand for success.