I’ll have an extra large expression of social class with a sprinkling of cosmopolitan lifestyle please.
Why should anyone buy from you? Establishing a compelling answer to this question lies at the the core of your value proposition. Your value proposition goes way beyond the provision of a core product or service. It encompasses all of the tangible and intangible qualities that make yours the brand of choice.
Perhaps the most obvious value proposition is that based on price or quality – or a combination of these two attributes. But thankfully these represent merely the tip of the iceberg. Your value proposition can cater for an enormous range of emotional, functional, social or self expressive customer needs.
Take for example the cooperative bank. It provides financial services much like any other high street bank, however, key to its value proposition are its ethical investment policies. This unique proposition appeals to ethically minded consumers who may choose to bank at the coop for exactly these reasons.
Your value proposition goes way beyond the provision of a core product or service. It encompasses all of the tangible and intangible qualities that make yours the brand of choice.
Or consider the iPod. Now synonymous with the MP3 player, the iPod was not the first MP3 player on the market by any means. But by combining the MP3 player with the MP3 download service iTunes, Apple successfully brought a unique value proposition to the market with which millions of consumers identified.
And lets face it, who chooses their cafe because it's the cheapest or the best quality these days? The emotional and social values attributed to a simple brew are quite astoundingly powerful.
Value propositions can be derived from relationships, partnerships, distribution channels, design, performance, technology, engineering and many other sources. The key is in finding a proposition which is best for your business. Firstly there needs to be demand, but also you need to have the resources and expertise to deliver on the proposition you choose, and for it to be sustainable over time.
What Rebel Branding can do for you
With analysis of the market and your business capabilities, Rebel Branding can help you identify your optimal value proposition and in turn help you to deliver it to market. By developing an understanding of your market and your company, and applying creative, innovative thinking, we can work with you to realise your vision.
