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How to evaluate a brand’s Value proposition

Value propositions are the most important part of a brand. This is essentially the core promise a brand makes to the consumer and this is what builds the relation between a brand and a consumer.

For a consumer, it is important to understand if the promise is a genuine one, or just a marketing gimmick. Thus the consumer should understand the process of how a brand comes up with a value proposition and what does it do, when it doesn’t have anything concrete.

Every Brand should answer these to come up with a value proposition

  • What product or service is your company selling?
  • What is the end-benefit of using it?
  • Who is your target customer for this product or service?
  • What makes your offering unique and different?

Questions that you need to answer explicitly in your value proposition

  • Is your website easier to use? How specifically?
  • Can your product be better tailored to the market?
  • Do you have a kick ass customer service team?
  • Is your return policy or customer guarantee superior?
  • Are your prices lower?
  • Do you have faster shipping options?
  • Is your atmosphere better?

When brands don’t have true value propositions, they use these

  • Free shipping
  • Fast shipping / Next day shipping
  • Free bonus with a purchase
  • Free setup / installation
  • No setup fee
  • No long-term contract, cancel any time
  • License for multiple computers (vs 1)
  • (Better than) Money-back guarantee
  • A discounted price (for a product)
  • Customizable

Keep these in mind and look for the real promise. Don’t let a marketing gimmick fool you.

Advit Sahdev

Advit Sahdev

Advit Sahdev is a pioneer in Digital Marketing who jumped into the field of Marketing after a 10 year career with companies like Intel and Infosys and brand customers like Unilever and P&G.

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