What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn how to write a value proposition statement so you can clearly illustrate the
difference that you offer and give your audience a compelling reason to choose your brand
now if you're new to the channel and you want to build brands that go beyond the logo using
strategy psychology and creative thinking then you're in the right place hit that subscribe
button and the notification bell if you want to fast track your results make sure you grab the
pro brand strategy blueprint to free download and the link is in the description now although
most businesses have some kind of legitimate product or service to bring to the market that
will give their intended audience some kind of outcome most businesses never articulate
why that audience should choose their brand and that is exactly what the value proposition does
so what is a value proposition well it's a sentence or a statement that is designed to
clearly articulate the value that a brand offers to its intended audience so ultimately this value
that the brand is offering is going to help that audience in some kind of way but the way a brand
defines the value that it's offering its audience will either compel the audience to take action
or it won't so why is the value proposition so important well every business has either a product
or service that it's selling to its audience but just because they have a product or service
it doesn't mean that the audience understands why they should buy that particular product or service
yes the product or service might produce some kind of outcome but potentially every single one of its
competitors also produce the same or a similar outcome so this value proposition is about giving
your audience that reason to choose your brand and that reason has to be compelling so how do you go
about writing a value proposition well i'm going to give you a very very simple three-step process
that you can use to write a compelling one for your business step number one clearly define
your audience now i use that word intentionally clearly you need to clearly articulate
exactly who you're trying to address if you're too broad with this then your audience is not going
to relate to it so for example if you address your audience as small businesses chances are
those business owners will not identify with that title they won't identify with the term
small business if on the other hand you address your audience as health and well-being businesses
that audience will turn their heads that audience will resonate and identify with that term and
they'll know that you are speaking directly to them step number two define what you do now what
is it that you do as a business more specifically what outcome does your business help your audience
achieve so for example you might be a professional brand builder and you might provide logo design or
brand identity design services you might provide brand strategy services but what is the outcome
that your audience is going to get you want to focus here on the outcome and make that outcome
unique to your brand so for example you might have an outcome to build lovable brands that is unique
to your business nobody else is going to have the same outcome as your brand and that outcome is
really distinguishable you're not presenting your services as logo design services you're presenting
an outcome that you build lovable brands and step number three to find the unique way that you do it
now step number two is all about what you do and focusing on that outcome that you're going
to help your audience achieve but step number three is about the unique way that you do it
and that focuses on how you are going to do it what is that unique experience so again using
the example before if you're building lovable brands the unique way that you might deliver those
lovable brands is through humanized communication and engaging brand personality so these are the
unique ways that you deliver that lovable brand and this adds into the reason that your audience
would choose you over your competitors so let's have a look at the value proposition template that
we're going to use to take this information and put it into a statement we help x to y through z
or using the example that we used before we help health and wellness businesses to build
lovable brands through humanized messaging and engaging personality now the value proposition
is not a tagline and it's not a mission statement it's a statement that clearly articulates the
value that the brand is offering and it acts as an internal statement as much as an external
statement and this leads in to the development of the messaging strategy for the brand if you want
to learn the principles to developing an effective messaging strategy for your brand then this video
will help you out until next time brand like a master and i'll see you in the next video you