Brand value proposition important

Who does your business serve and how are you different?

Many organisations don’t have a clear brand value proposition for their organisation and/or products and services. Yet, from a wide range of experience across B2B and not-for-profit clients, we have seen first-hand how valuable brand value propositions are.

A brand value proposition encompasses strategic brand messaging that differentiates a company, product and/or service to resonate with external and internal stakeholders. It includes your brand purpose, what makes your approach valuable and different to competitors and what you do with impact and clarity. It is the backbone of all brand communications and should be embodied by all employees and be evident in the ultimate brand experience that you give to your clients and prospects.

Here are just a few reasons why we consider it to be so important for your business.


The competition in today’s market is fierce and businesses are bombarded with numerous options. A clear value proposition helps your brand stand out from competitors by communicating what makes your product or service unique and why it’s better than alternatives. It means your brand can carve out a unique position which can lead to increased market share, higher sales, and greater profitability.

Customer understanding

A well-defined value proposition demonstrates that your brand understands your target audience’s needs, pain points, and desires. It shows that you’re not just selling a product or service but providing a solution that adds value to their lives. By tailoring your offerings to address customer needs, you are bound to increase the likelihood of satisfying them and gaining loyalty.

Brand identity

Your value proposition should directly feed into your brand visual identity. Often brand strategy is viewed as individual components for example – vision, mission, brand value proposition, brand story, brand identity, etc. When the full brand strategy is considered as a whole, and the brand visual identity is perfectly in tune with the brand value proposition – that’s when your brand reaches true distinction.


A strong value proposition provides a consistent message across all touchpoints, from marketing materials to customer interactions. Consistency builds trust and credibility reinforcing your brand’s reputation by creating a sense of familiarity and emotional connection with your customers. Frequently we see organisations pushing out lots of mixed messages, without a clear thread of purpose and differentiation. Your brand value proposition should act as the backbone of your marketing communications, ensuring there is consistent messaging, executed creatively.

Buy-in decision influence

A compelling value proposition can directly influence purchase decisions. When your customers understand the benefits and value your brand offers, they’re more likely to choose your product or service over competitors. When you live and breathe your brand value proposition in the day-to-day experience you deliver to your customers, you’re more likely to achieve customer retention and satisfaction – even leading to referrals.

Long-term relationships

By delivering on the promises outlined in your value proposition, you can foster long-term relationships with your customers. When customers consistently receive value from your brand, they’re more likely to become repeat customers and advocates. Businesses with strong long-term customer relationships can often enjoy an advantage over their competitors too. Loyal customers are less likely to switch to competitors offering similar products or services, reducing the threat of churn and therefore increasing your market position.

What next?

Do you need support to develop your brand strategy and brand value proposition? Embrace Marketing has extensive expertise in brand strategy, value proposition and brand identity development for B2B and not-for-profit organisations. Email for an initial chat or visit our branding page for more on our approach.

This latest thinking article was written by:


Katie Hargreaves
Content Manager