How to write a 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:
- Identify the most compelling benefit, your product/service offers.
- Describe what makes this benefit(s) valuable.
- Identify your target customer’s main problem.
- Connect this value to your target buyer’s problem.
- 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:
Is your value proposition fit for purpose?
Try our value proposition template
Do this exercise amongst your team, expect to do a couple of iterations to create a robust value proposition for your business:
[Your company name] is the only [competitive category – this is where your customers will look for you] that provides [your target audience – be specific ] with [an emotional benefit – in what way will customers lives be better as a result of buying/using your service] by/with/through [how you achieve this].
Now ask yourself: is your value proposition unique, specific, relevant, sustainable, and believable? If you’re struggling to find the time to focus on this and you’d like some help – give us a call and book some time in our messaging lab on +44 203 740 6080.
Examples of value propositions that work:
Here are four examples of B2B tech brands who have got it right:
- Weebly – Building a website has never been easier. It gives entrepreneurs all the tools they need to create a unique site without the need for any technical expertise.
- Groovehq – Builds better customer experiences with Groove software – it delivers everything you need to convert, support, and delight your customers.
- Concirrus – The only digital analytics platform that provides the insurance ecosystem with greater control in decision-making to help grow your business and make it more profitable.
- 2itesting – We deliver certainty through our bespoke framework AssureRMF, this enables you to accelerate your digital journey.
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