Craft a Compelling
Unique Value Proposition
A unique value proposition (UVP) is a critical component of a company's overall brand strategy.
A successful brand value proposition communicates to the target market the most critical solutions and the unique benefits of the brand's offerings.
Typically, a brand (company) will offer a range of experiences, products and services. The UVP extracts the combination of these solutions to the brand level enticing the target audience to buy or to learn more about the brand.
Products, services and experiences come and go, they change over time.
An effective UVP focuses on what the brand offers its customers, not what the product offers. Creating an effective Unique Value Proposition (UVP) takes into account the various types of value being offered, such as functional value, emotional value, social value, expressive value and status value. Not every UVP offers all 5 types of value, mostly an effective UVP offers two or three or four with at least functional value and emotional value forming part of the UVP.
How to develop an effective
Unique Value Proposition
The Unique Value Proposition (UVP) takes into account the value customers are seeking.
- Functional Value - what problems are being solved?
- Emotional Value - how does the customer feel when the problem is solved?
- Social Value - does it help the customer "belong" or get "recognised?"
- Expressive Value - does it help the customer express their unique identity?
- Status Value - does it help the customer climb the social ladder?
Understanding your customers by listening to their pain points, hearing the jobs they are trying to achieve, and listening to the benefits they are seeking will help with identifying which types of value your customers are willing to pay for and how much your customers are willing to pay. Underserve your customers means you are not providing enough value. Overserving your customers means you are providing too much value. Getting the Unique Value Proposition "right" is a balancing act.
To develop a UVP be clear on, other than functional value and emotional value, what other types of value are your customers seeking?
How to Develop an Employee Value Proposition?
A Unique Employee Value Proposition (EVP) has two different perspectives.
1. the company (brand) perspective and
2. the employee (brand) perspective.
The Company Brand develops a Unique EVP as a way of attracting the "right" talent.
The Employee Brand develops a Unique EVP as a way of attracting the "right" employer.
The Employee Value Proposition (EVP) takes into account the value employees / employers are seeking.
- Functional Value - what problems are being solved? What are the Jobs-to-be-Done?
- Emotional Value - how does the team / employee feel when the problem is solved?
- Social Value - does it help the company / team / employee "belong" or get "recognised?"
- Expressive Value - does it help the company / team / employee express their unique identity?
- Status Value - does it help the company / team / employee climb the social ladder? or lead the market?
Value Proposition Experiences
LeadinGrowth offers an array of Bespoke Brand-in-a-Box Experiences including:
- Create Compelling Unique Value Propositions
- Create Compelling Employee Value Propositions
- Create Compelling Team Value Propositions
For more details on creating value propositions
email us: hello@leadingrowth.com or
book a complimentary 15-min call to discover more.
What is Functional Value?
Functional Value refers to the practical benefits a brand offers.
Often the person or company are looking for a solution that is convenient, easy-to-use, will last as long as it is needed, will do the job effectively, will solve the problem at hand, will be affordable and offer value-for-money, time and effort.
Functional Value can be for
- Customers seeking solutions from a company brand - will it do the job as expected?
- Employees seeking solutions from a company brand - is this a good fit for my skills?
- A company brand or a team seeking solutions by hiring talent - does this person have the skills?
What is Emotional Value?
Emotional value refers to the positive emotions felt in response to a brand experience. Positive feelings can include joy, excitement, nostalgia, delight, happiness or elation. The customer, employee, team or company are seeking to "feel good" in response to a brand interaction.
Emotional Value can be for
- Customers desire happiness, thrills, some excitement or fun and adventure
- Employees seeking from a company - feelings of delight, joy& a sense of accomplishment
- A company brand or team are seeking an "emotional fit" to improve work happiness levels
What is Social Value?
Social value refers to the sense of belongingness felt by using or associating with the brand.
The person or company is looking to enhance social interactions, increase engagement and develop stronger ties and ultimately create valuable relationships. This could include facilitating connections with others or reinforcing social identity. Recognising social value enables the brand to position their offerings as tools for fostering social connections and belongingness.
Social Value can be for
- Customers seeking to meet other likeminded people and feel a sense of belonging
- Employees seeking to belong, collaborate with others, feel connected and be part of a team
- A company brand or team are looking for a "collaborative fit" to enhance engagement outcomes
What is Expressive Value?
Expressive value refers to how a brand enables people or organisations to express their identity, uniqueness, self-concept or personality. Recognising expressive value helps brands develop solutions that align with organisational, team or individual self-expression goals and preferences.
Expressive Value can be for
- Customers seeking to enhance their self-expressiveness or improve confidence
- Employees seeking to be authentic, agile, creative or innovative
- A company brand seeks expressive, creative talent to improve agility or innovation
What is Status Value?
Status value refers to perceiving the brand as signalling status because the brand is of high-value, offers exclusivity, heritage value, prestige, offering personalised exclusive luxurious experiences to customers, connoisseurs or aspirational people who seek to elevate their position in the eyes of others.
Status Value can be for
- Customers seek to increase perceptions about their social standing
- Employees seek to be associated with a successful team or company (brand)
- Company brands seek high-status talent to elevate themselves or their team
Use the Value Proposition Deck of Cards to discover which of the five types of brand value are best to use in creating a compelling value proposition
- for your customers, for your employees, for your team, for your company or for yourself (personal brand).
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Draw a Brand Value Card: Shuffle through the cards until you find one or more cards that resonate with your brand offering. On the deck place the selected 4-6 cards.
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Flip the Cards: Confirm you have selected the "right" cards by gaining more insights into each card.
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Flip again: Discover the types of brand value that apply. Ideally, you will have at least two or three functional value cards, one or two emotional value cards and maybe other cards.
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Identify the funtional and emotional value. Identify if any other types of brand value also apply. Note, not every brand has social, expressive or status value.
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Flip again: gain more insights about each of the five types of brand value including some real life examples.
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Draft the value proposition by focusing on the emotional value first, social, expressive or status value second, and then in the final part of the sentence collate all of the functional values into a word or phrase.
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Use AI or a Copywriter to craft the draft into a compelling value proposition that resonates with the brand and the target audience.
7-Steps to Crafting a Compelling Value Proposition
Book an Appointment
Email: hello@leadingrowth.com
Book: a 15-min complimentary call to get your value proposition questions answered
or ask about our bespoke value proposition experiences.