The goal of any company or brand – whatever the industry – is to offer “something” to the customer or consumer. However, the biggest challenge we have is to offer something remarkable and that has value.
It is not worth telling the consumer, “I want to sell you these shoes, so you have to buy them.” The consumer needs concrete and persuasive reasons to make a purchase or hire a service. That's why it's so important to take the time to communicate your unique brand value.
So first you need to identify what the value proposition is. This first task is something you have to execute exactly. Second, you have to learn how to convey it to the consumer with clarity and your own style.
So, today we are going to help you identify what the value proposition of your brand, service or product is and how to use it to hook the consumer. Shall we start?
1. Characteristics of a Strong Value Proposition
Remember… It's not enough to say, “My products are great” period. The modern consumer is increasingly astute and demanding of brands, wanting them to truly add something unique to their lives and experiences. That is why we suggest that you consider and try to answer the following questions:
1. How does your product or service help the consumer/client?
2. What does your product or service have that differentiates it from other products/services within the same industry?
3. Does your brand, product, or service contribute in any way to a social cause?
4. Does it help take care of the environment?
5. Does it protect vulnerable groups or endangered animals?
6. Does it have any emotional benefits for the consumer?
7. Does it improve the consumer's life because it has some functional benefit?
8. Is it less expensive than the average offer?
9. Is it a luxury product or service that is attractive as a gift?
10. Is it organic?
11. Is it a multinational product or service, available to everyone, anywhere and at any time?
12. Does it work through a new technology?
13. Does it come from a particular place that adds value?
14. Is it designed for a particular demographic?
Of course, we could ask you thousands of more questions to help you identify the special characteristics of your value proposition, but surely with these 14 questions you already understand how to continue digging. Without a doubt, we advise you to delve even deeper at your own pace, putting together a list of responses that shape your brand discourse.
2. How is a value proposition conveyed?
However. Let's imagine that you have already identified your value proposition and that it is time to communicate it to the consumer. To achieve good communication, the message you build must be clear, concise, transparent and relevant.
When it comes to communicating a value proposition, clarity is everything. If you cannot convey the value of your product or service, so that the other understands it, it is very likely that you still do not understand it enough yourself. A good exercise to solve this issue is to write the value proposition in just two sentences and then revise until you can tell it in one.
That is why We also mention the need to be concise in your communications. The fewer words you adopt to convey the value of your product or service, the better. The consumer does not have much time to read long texts and does not feel like it either, so… less is more.
In addition to being clear and concise, it is extremely important to be honest and transparent. You have an obligation to tell the truth. You should not talk about a manufactured value proposition. If your jams aren't organic and aren't bottled in biodegradable containers, you don't have the right to say yes. The work of identifying your value proposition is not a work of invention, but of highlighting what is there.
And finally, we suggest considering the relevance of your offer. When you communicate the value proposition to the final consumer, you must take into account what is relevant to that particular consumer. That is, the consumer wants you to know something about his lifestyle or who he is and what needs he has. By empathizing with the consumer, your product or service becomes more relevant, useful and desired.
3. What do we know about the modern consumer?
Best value propositions are 100% formed with the consumer in mind. If you start with an evaluation of the modern consumer, and from there you build a value proposition that is relevant to their world and their lifestyle, you have a better chance of arousing their interest.
Taking this into account, there are four value elements that today most appeal to the modern consumer. These elements are:
1. Social impact
2. Change of life
3. Emotional benefit
4. Functional benefit
Remember that the world of sales is fierce and online sales even more so. There are many brands that can reach your consumer thanks to the internet and they don't even have to be in the same country to have an impact. With so much competition around, it always helps to appeal to what the consumer is most interested in.
If you need help identifying and then communicating your value proposition, don't hesitate to write to us. We are here to help you to achieve the best possible market impact.