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, it doesn’t show the whole story, or rather, why the whole story matters.
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.
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Our Value Proposition Process
MOVE UP
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 (note: more than a single sentence or statement; because one statement cannot encompass the nuance and sophistication it needs to). 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.
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 to properly introduce the organization as a whole as well as more specific service-oriented solutions. In these cases, our team develops a brand-level value proposition and a service level value proposition.
Brand-Level Value Proposition
At the brand level, this value proposition story serves to show how the organization is positioned to meet the needs of the marketplace at a large scale.
Service-Level Value Proposition
The service-level value proposition is meant for multi-faceted organizations. At the service level, these value propositions focus on individual services and solutions as they relate to answering a singular market or customer need while showing how they fit into the overarching brand-level value proposition story.
