Developing Brand Value Propositions

They have individual strengths and weaknesses. But they have one serious issue in common – the majority can’t deliver a brand value proposition. And practically none can adapt it to customer needs. So they can’t answer the most basic question, ‘why should I buy from you rather than anyone else?’

Value Propositions begin with a top-down issue about your brand and what makes it outstanding. That’s why our approach is built around your customers and your competitors. First we identify the evidence. Then we work with your senior sales and marketing people to uncover your unique brand value proposition. Only then can your sales people learn how to build dynamic value propositions. These are adaptable to specific client needs, but build on your brand truths.

One of our clients sums it up like this: “The first thing I need is more sales, which means our value proposition has to be sorted out.  The last thing I need is 50+ sales people going around making up their own VPs; potentially ruining our brand reputation for short-term gain.”

 1. Uncovering  the Evidence

There’s no point delivering a brand value proposition that’s market generic. Or one that won’t be believed by your prospects. So value propositions must be built on truths and be relevantly differentiated.  That’s why we start by finding out what language your clients are using about the market and your brand.  Next, we listen to everything that your brand and your competitors have to say. Using advanced brand language analytics we measure and map the brand agendas and tone of voice of all your key competitors – and yours, obviously. So you can separate your brand differentiators from the market generics.

2. Building Your Brand Value Proposition

Your senior sales and marketing people are brand guardians. So we work with both to build your unique brand value proposition.  It’s all based on the brand truths we’ve uncovered by listening to, and measuring, your clients opinions and the new understanding of the competitive brand language landscape. This is a one-off workshop which uses advanced linguistic analysis techniques. It’s amazingly productive and will deliver your brand value proposition.

3. Developing Brand Dynamic Value Propositions

Now you have your brand value proposition your sales people need to understand it. We can safely share how to adapt it to specific sector, company and individual needs. This is a workshop that can be rolled out to match the profile of your sales force.