Branding Compass will help you write your Unique Value Proposition

As you work through your Branding Compass workbook, you will be asked to write one succinct benefits statement. It’s important to understand that this is not a complete sentence but a phrase that will go into a longer statement. We will use it to create your Unique Value Proposition. Here are some guidelines to answer this question correctly:

• Don’t capitalize the beginning or put a period at the end. This is a phrase, not a complete sentence.
• Start with a verb. If you’re having trouble, try starting with the word helps, offers or allows.

Examples of benefits statements

Imagine we have an HR consulting firm called HR Pros.  The greatest benefit of choosing HR Pros is that it…creates customized HR benefits plans that help companies attract and retain their best team members

Here’s an example for a mini donut bakery, the Daily Dozen. The greatest benefit of choosing The Daily Dozen is that it allows people to enjoy unique flavors and share a small treat together

Improve your benefits by including emotions

You can make your benefits statement even better if you try to capture an emotional benefit. Remember this phrase goes beyond what your product or service is (you’ve already answered that earlier in the workbook), this is the benefit you bring to your customer.

Here are some examples of how we can improve the previous benefits statements.

• The greatest benefit of choosing HR Pros is that it…helps companies feel confident about their business growth plans because they can attract and retain their best team members
• The greatest benefit of choosing The Daily Dozen is that it allows friends and family to find a small joyful moment as they to taste unique flavors and share a small treat together

You’ll get to see this come together as part of your Unique Value Proposition once you’ve completed the rest of the questions in your workbook.