Research and insights fuse the backbone of good decision making. It’s hard to think of a product or service that isn’t researched online today. This means, as a business, your online presence is more important than ever. And your brand value proposition sets you apart, so you get cut through.
If you’ve ever been asked, ‘How are you different to XYZ?’ or you’ve pitched for work and got stuck on the part where you’re talking about what differentiates you as a business, exploring and defining your value proposition is critical.
Without clear values, your digital brand will be harder to communicate. Regardless of how good you are at what you do, if you can’t package the values into a clear brand story, it’s hard to stand out.
Nailing this as part of your overarching branding is the single most important thing you can do for marketing success. Start by looking at your direct competitive market. Who are they? What is the business type? What are the setting, turnover, team and mindset? How are they positioning?
Once you have a macro view, get laser focused on your target audience’s decision maker. Build a persona around this person – if they’re busy or results-focused, what their values are, how they make decisions, even their interests etc. Find out as much as possible about your target audience.
With the information you’ve collated about your market and decision maker, explore the problems that often come up in conversations (or observations). What are the common themes? Often, they can be grouped into one of three categories:
Once you’ve investigated the environment, your target customer and the issues they’re facing, the scene is set for your solution.
People choose brands they believe will be the answer to their problems. So, let’s say your customers have been burned in the past by a previous company, how will you earn their trust?
A proven process or a track record of successes.
Reflect on your product, the experience you deliver and how they merge to create your brand value proposition. This then becomes what you take to market and communicate through your website, social media, emails and all your public-facing messaging.
This is no easy, guessing task. It requires thought, time, insight and strategic minds to pull together. We help define your digital brand through a unique value proposition… which in time builds trust, grows customers and positions your business as a thought-leader, year after year.
Contact us to book a free brand value proposition consultation to discuss how we can help your business succeed online.
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