The key to developing any successful marketing strategy is to have a specific goal you wish to achieve. The key to having a successful brand is in understanding your value. Now, numbers and statistics are important values to understand and monitor, but today we are talking about the value you hold with you consumers. This is a more abstract concept to grasp, but never the less just as, if not more important than those number values and pie chart statistics.
Defining your company’s or your brand’s key value propositions enables you to articulate to your target audience what your core offerings are and how you are able to give them solution to their needs. Your brand’s value propositions should be grounded in your brand’s overall business model.
While each value proposition is unique to a company or brand, there are three attributes every value proposition should have:
Language that resonates – A value proposition must be communicated in a way that resonates with the target audience. The verbiage used can make or break a positioning statement.
Unique – Your positioning statement must be unique to the industry. How does your company differ from the competition? What do you do better or different that makes you the right choice for the customer?
Concise – During the market research process we compile pages and pages of data from competitive analysis to subjective interviews. A successful positioning statement takes that data, knowledge and differentiators and communicates it all in just a few sentences. You have seven seconds on a websites, two lines of copy on a flyer and 30 seconds when speaking to someone to communicate your message. It must be concise, effective and meaningful.
Strong value propositions will enable you to set yourself up for success. These value propositions create the foundation in which your whole marketing message and strategy is built upon. Gaining success by using your value. Give your audience a solution to their needs.