How to write a value proposition for your technology brand

In this blog we provide insight, exercises and a value proposition template to help you write a game changing value proposition for your technology brand.

First, the insight. In our short video we explain where your value proposition comes from, why it’s important and how and why it sometimes goes wrong. [You can find a transcript below.]

Here’s a brief overview of how to develop a game changing value proposition.

Your value proposition is the cornerstone of your communication strategy upon which everything else is built, so it must be robust to support your brand and ensure its resilience.

When a business is established, it’s because someone somewhere thinks there a gap in the market which they can fill – faster, better, cheaper, or maybe even kinder than what’s currently available.

As a result of delivering that better option, the company grows.

But as it grows, it can lose sight of its original purpose, because new products or services are developed, new people join the company and gradually you lose touch with your ‘faster, better, cheaper’’ promise.

Does this matter? Yes. Because, the value proposition exists to keep you focussed and enables you to stand out from your competitors.

Your value proposition can be updated but to be effective it must remain specific, relevant, sustainable, and believable.

What is a value proposition?

A value proposition is a simple statement that summarises what benefit someone will receive as a result of buying from you, that they cannot get elsewhere.

The benefit will be rooted in something that really matters to the customer, not in what feature you happen to offer.

A great value proposition will clearly differentiate you from competitors and, as the cornerstone of your brand and communication strategy, it must be underpinned by compelling evidence.  A value proposition will clearly:

1. Identify the most compelling benefit, your product/service offers.
2. Describe what makes this benefit(s) valuable.
3. Identify your target customer’s main problem.
4. Connect this value to your target buyer’s problem.
5. Differentiate yourself as the preferred provider of this value.

How do you define a value proposition?

To help you define your value proposition try these exercises:

Examples of value propositions that work:

Here are four examples of B2B tech brands who have got it right: