Value Proposition

The Value Proposition is future-focused and articulates what is most constant about a brand – its enduring benefit across all audiences. It is revisited infrequently.

Why it matters:

  • Internal ‘north star’ – sets the direction so that product, marketing, sales and communications are moving in alignment
  • Focuses the organization on what is most essential and enduring – ideally one key benefit
  • Provides foundation for identity and positioning

Value Proposition Option Development

Element Option 1 Option 2 Option 3

Target consumer


Feature, capability or brand asset

Key benefit      

Use context or need


Sold against


Flagship product





Assessment of Value Proposition Alternatives 

Evaluation Criteria Option 1 Option 2 Option 3



Future focused


Internally believable


Internally motivating