Defining a strong and effective Value Proposition for your brand
By the simplest standards, a common value proposition definition is stated as “a clear and concise statement that explains the unique benefit(s) that a product or service offers to its customers.” While this definition is absolutely true, simply stating your brand promise doesn’t give you a full and effective value proposition. One or two sentences cannot be expected to support the role that that a value proposition requires when it comes to your brand positioning. Our process takes a more in-depth approach, one designed to build a value proposition story that plays an integral role in your brand’s strategic framework.
At Intrinzic, we believe in a narrative-led strategy. And our narrative-led approach is crucial to developing a value proposition that effectively captures your brand’s point-of-difference while providing compelling reasons why that will resonate with your people as well as your core audiences. It’s this adherence to creating a strong brand foundation through clear language and effective messaging that makes our brand-building process and value proposition development stand out.
Our Value Proposition Process
We begin every value proposition project with conversations: deep ones, sometimes uncomfortable ones. Why? It’s crucial to uncover and acknowledge the passions, beliefs, values, motivations and challenges that exist within an organization. We need to deeply understand the people who make up the organization in order to develop strategies that will align with and reflect those individuals and teams who are living and doing the work every day.
Once we have a deep understanding of the organization, then we turn our attention to the marketplace: what is happening within the competitive set? What are other brands saying about themselves? What are customers looking for? Are their needs being met? Our research dives deep into the current activity in the marketplace.
Lastly, we ask questions to understand your brand’s goals and key points of difference. We audit current content and communications to understand how your brand has been talking about itself, and to identify holes and opportunities that a new value proposition can effectively answer.
We bring all of these inputs and insights together into a cohesive, persuasive value proposition story. By starting with a strong understanding of the core challenges your brand is solving, drawing connections between the beliefs and passions of your people and the needs of the marketplace, we develop a robust and effective value proposition that reflects the unique characteristics and capabilities that only your brand possesses. This story becomes a core pillar in your brand’s strategic framework, and serves to influence the key messaging that will be developed and delivered to your core audiences. Read more about how we translate a value proposition into effective marketing strategies.
Brand-level and Service-level Value Propositions
THE PURPOSES THEY SERVE AND WHEN TO EMPLOY THEM
In some instances, an organization requires a multi-faceted value proposition that includes an overall brand promise as well as more specific service-oriented solutions. In these cases, our team develops a brand-level value proposition and service-level value propositions.
HIGH-LEVEL VALUE PROPOSITION
Brand-Level Value Proposition
At the brand level, this value proposition story includes the overarching brand promise and key points-of-difference to show how the brand as a whole meets the needs of the marketplace.
INDIVIDUALIZED SECONDARY VALUE PROPOSITIONS
Service-Level Value Proposition
At the service level, these shorter value proposition stories show how individual services answer specific customer or market needs. These stories all include a common thread that weaves them together and clearly ties back to the brand-level story. In a way, the brand- and service-level value proposition stories form a narrative architecture, with effective brand and service level language that tells a cohesive and compelling story while still highlighting signature points-of-difference for specific services and solutions.
Redefining the future through a unified narrative
When the Motz Group and USGreentech joined together to form one rebranded organization, Motz, they needed to define a consistent and consolidated brand that would leverage their experience and expertise in their unique marketplaces. Through a single, balance narrative, our team developed brand and service-level value propositions to encompass all of the services, products and people that represent Motz while still capturing a complex and varied set of targeted audiences.
