valueproposition

 

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Value Proposition

Definition:
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

     

Pricing

     

  

Assessment of Value Proposition Alternatives 

Evaluation Criteria Option 1 Option 2 Option 3

On-strategy

     

Future focused

     

Internally believable

     

Internally motivating