What is a brand value proposition?

You will find the term ‘brand value proposition’ defined in many ways if you put it into your search engine. This definition has been developed from Embrace Marketing’s brand strategy work with B2B and not-for-profit clients.

From talking to charities and B2B organisations of all sizes, we are aware that there are many differing views on what a brand value proposition is and how it can be applied. Some organisations that we have spoken to, regardless of size, also admitted that they were not aware of what a brand value proposition is. This has motivated us to define the term to bring clarity and useability. 

If you don’t already have a brand value proposition for your organisation and/or products and services, we would recommend developing one. Once created, this proposition, should act as the backbone of all brand communications. It will help bring clarity to all internal and external communications – from recruitment and onboarding new staff, to ongoing internal communications to external sales and marketing activities.

You should consider developing an overarching brand value proposition for your organisation and separate propositions for your products and/or services. The proposition overall, should provide you with the key messaging required to guide your communications, but you can adapt the copy as needed for different purposes and the collateral for as long as the essence/key meaning remains. 

We develop brand value propositions that lead with your purpose and why the brand exists. The next section following the purpose covers the key benefits, value and what makes your approach different. The last section of the proposition sums up in a one-liner your overall offering.

What works well as the brand value proposition for your organisation, might need tweaking or completely rewriting to best convey the unique qualities of your different sub-brands, products and/or services.

Ideally you should write your proposition in such a way that the copy can be directly lifted and used straightaway in your communications. For example, you could lift a brand value proposition for your organisation and use it at the top of your website home page, leading with your purpose, then differentiated approach and what you do.

You can also utilise it as the descriptor on your social media channels, as a reminder on what you do at the bottom of email campaigns, or on an animated company overview video which could be used for sales and marketing or recruitment and onboarding materials. 

Your visual identity should also represent your brand value proposition. If your brand visual identity doesn’t align, then it’s time to think about a brand refresh. Make sure that the messaging, colours, typography, imagery and graphical style are all in harmony with your purpose, what you stand for and believe in, your differentiated or distinctive approach and what you do.