When it comes to getting your idea off the ground, clearly articulating your value to customers is paramount. Your value proposition, expressed in a few carefully chosen words, has the power to either ignite or extinguish interest. While a value proposition appears simple on the surface, crafting one is a complex task that requires distilling insights to capture the true essence of your offering.

Put simply, your value proposition is a statement that communicates what you do or make. But as well as saying ‘we make [insert product here]’, it needs to explain the unique value you provide to customers that sets you apart from competitors. It showcases how you solve a problem and deliver benefits to your customers. 

It's important to note that value propositions are not taglines, positioning statements, or brand purpose or vision statements. While these elements connect to your brand strategy, your value proposition should be focused on defining your value.

Examples of Compelling Value Propositions: 

To truly grasp the concept, let's explore some well-known value proposition examples that highlight best practices:

• Shopify: "Shopify is everything you need to sell everywhere."
• Uber: "The smartest way to get around."
• iPhone: "The experience is the product."
• Slack: "Be more productive at work with less effort."
• Budweiser: "The great American lager."
• Walmart: "Save money, live better."
• Spotify: "Music for everyone."

While these examples are diverse, they share common characteristics, They are all:

• EASY TO UNDERSTAND: Clearly communicate the benefit to customers.
• OUTCOME SPECIFIC: Specify the value on offer and the problem solved.
• DIFFERENTIATED: Set them apart from competitors by highlighting unique strengths.
• SHORT AND PUNCHY: Concise and impactful, supported by evidence.

Defining Your Value Proposition

At UnleashNZ, we have developed a process to help you define your value and differentiate your brand from the competition. Each step of this process comes with a leg-work to create meaningful insights and substantiation.

Our approach examines three key areas: 

1. Consumers – who are they, what are their motivations and struggles
2. Product or Service – what’s unique about what we do and how we do it. How does this help customers achieve their goals.
3. Competitive advantage – how we do this better than anyone else.

By combining insights with workshop collaboration and a touch of brand alchemy, we unleash a simple and powerful customer value proposition. The final value proposition should by around 5-10 words only. Something so simple, you could explain it to your grandma.

This process may challenge you as it reveals truths about where value truly resides. It may even require you to create new value that previously did not exist. If you find the process difficult, rest assured that you are likely on the right track.

If you would like to learn more about our processes or how we can help you define your value proposition, please contact us for a chat. We are here to assist you on your journey to unleashing your brand's true value.

‍