Many online resources will tell you about the benefits of having a unique value proposition for your company. Still, there are few, if any, that help you create one. This void leads to business owners undervaluing the importance of their value proposition—a big mistake. We believe the best brands are built on the foundation of their value proposition, and we are here to help you create one and set your business up for success.

Value Proposition: What it is and why it's helpful

What is a Unique Value Proposition?

A Unique Value Proposition is a clear statement that describes the benefit of what you offer and how it helps your ideal customer. A good value proposition tells people what differentiates your product from your competitors and why they should buy from you instead of your competitors.

At Branding Compass, we prefer the term Unique Value Proposition. A Unique Value Proposition (UVP) can also be called a Unique Selling Proposition (USP) or a Customer Value Proposition (CVP). In some cases, these three statements may vary slightly, but generally, they are the same.

The first step toward creating a value proposition is to do some research. Look at other companies in your industry and find out what they’re promising their customers. You might also want to look at companies outside your industry and see what they offer their customers. Once you’ve done this research, try writing down everything these companies promise their customers. Then pick out the essential items on this list and put them into one sentence or a short paragraph. This will be your value proposition statement for now—you’ll refine it later!

If you’re still not sure what makes your business unique, here are some examples of different kinds of value propositions:

  • A software company might say, “We offer software that helps businesses manage their inventory more effectively.”
  • A financial services firm might say, “We help our clients plan for retirement by providing personalized financial planning services.”
  • An upscale clothing store might say, “Our clothing is designed specifically for women who want high-quality fashion at affordable prices.”

What is a value proposition’s purpose?

The purpose of a value proposition is to help you understand what your customers need and how you can help them. Your value proposition should describe your company’s solution to the problem you solve in a short, clear statement.

Having a clear and compelling Value Proposition makes people more likely to buy—whether from your website or on a sales call. You can turn more prospects into customers by explaining your product’s benefits and what makes it different from the competition.

In other words, the purpose of a value proposition is to help you understand what your customers need and how you can help them in a way the competition can’t.

What does a value proposition consist of?

Before you can write a value proposition, you must be clear on three things:

  1. What you sell. OK, you probably know what your business does, but can you describe it in just a few words in a way that’s understandable and compelling?
  2. Who will be most interested in your product or service. This is called your Ideal Client.
  3. The value or benefits of using your product or service. Describe the benefits the customer will receive from purchasing or using your product or service.

A value proposition is your company’s unique offering to the world. It makes you different from your competition and will make your customers want to buy from you instead of them.

It would be best to consider what makes your company unique to craft a memorable value proposition.

What are the things that make people choose your business over someone else’s?

What are the benefits of a Unique Value Proposition? 

A Unique Value Proposition is an integral part of building a successful business because it helps you stand out from the crowd and attract customers who are looking for something specific. It also helps with branding because people will remember your brand as offering something different than other companies in your industry.

  • It’s easier to explain yourself when talking with potential clients or investors; they’ll be able to quickly understand what makes your company different from all the others out there.
  • It’s easier to brand your website. When someone arrives at your website, they should quickly understand what your business does and the benefit of your product or service. The first words they read must make what you’re selling clear and appealing to prospective customers.
  • When people think of your brand name, they’ll remember what it does—and why it does it better than anyone else!
  • It makes it easier for employees within your organization to understand their roles and why they do what they do daily. This understanding can lead to greater productivity and efficiency throughout the business!

Automatically generate a Unique Value Proposition with Branding Compass.

We know how hard it can be to write a Unique Value Proposition. It seems simple, but putting all the elements together can be challenging. Branding Compass helps you by taking your answers and automatically generating a Unique Value Proposition based on your words. You can then adjust the words or tweak the grammar, but the tool will give you a strong start.

Branding Compass has an easy-to-follow, step-by-step process for writing a Unique Value Proposition.

Get started with Branding Compass.