What is Brand Value Proposition? - Definition & Examples

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

What sets you apart from your competitors? That's what a value proposition should tell consumers. In this lesson, we'll examine value propositions and look at some examples from companies doing it right.

A Great Shave, Cheap

The mail-order razor company known as Dollar Shave Club has a simple message on its website, in its emails, and everywhere it advertises: ''A great shave for a few bucks a month.'' Isn't that really what it's all about? As a consumer who shaves, what do you want to know about the Dollar Shave Club brand? First, you want to know you're getting a great shave. Second, you want to know how much it's going to cost you. The company is able to convey that in just a few short words, without consumers being confused or wondering what to expect.

Dollar Shave Club has a great value proposition. If that sounds like a mouthful of confusion, don't worry. We're going to break it down right now.

What is Value Proposition?

So, when we said that Dollar Shave Club has a great value proposition, what did we mean? Value proposition is a statement used by a brand to tell consumers why they should buy from them and not from their competitors. For Dollar Shave Club, it doesn't get much more clear than telling people they'll get a great shave for a few dollars, right? Buying razors in your local store, while you may get a great shave, is also becoming more and more expensive. Dollar Shave Club is telling you they can give you the same great shave for a fraction of the price. Pretty great, right?

Think of value propositions as being short summaries that entice consumers to buy. They should illustrate why buying from you is the best choice in a concise, easy-to-follow format. Typically, a value proposition statement will include one or all of the following components:

  • How your product fills a need.
  • Benefits that are better than those found with your competitors.
  • Why your brand is the best choice.

Pretty simple and straightforward, right? All you're trying to do as a marketer is to entice buyers based on a need they have with benefits that make you better than the next guy. Value proposition statements should be written in regular, everyday language, as if you were sending it in a text to your best friend. Don't make it complicated or lengthy; just short, readable, and memorable.

Don't confuse a value proposition with a brand's tagline, or slogan. A tagline is a short phrase that consumers associate with your brand, like McDonald's ''I'm lovin' it!'' or Nike's ''Just do it.'' For example, one of Nike's competitors, Under Amour, used the tagline, ''I Will,'' but that tells us nothing about why we should buy their products or why they're better than Nike.

Here are a few examples of great value proposition statements from some brands you're likely to recognize.

Value Proposition Examples

MailChimp

MailChimp, a brand that helps marketers and businesses automate email messages to their audience, managed to condense its value proposition statement into one short, three-word sentence: ''Send better email.'' It cuts straight to the point, doesn't it? MailChimp offers a lot of features and services, various pricing packages, and tools to help streamline your communications with customers, but it all boils down to the concept of sending better emails.

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