How to create a value proposition for your brand - Ronin Marketing
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How to create a value proposition for your brand

How to create a value proposition

How to create a value proposition for your brand

We’ve all been there, someone asks what your business does and suddenly you find yourself stumbling over your words and struggling to summarise all your values, services, and company history into a few concise and compelling sentences.

A defined value proposition is an important part of your branding, so why do so many businesses not have one? The truth is, because many think branding is just a logo, set of colours and a font choice. The best that most companies will do is create a slogan, which is often cliché or meaningless.

Creating a value proposition

A value proposition should tell your customers and potential customers exactly what you do and why they should choose to buy from you. While this might seem simple, it’s not that straightforward and, like most things in business, needs careful thought and a bit of hard work.

So, how do you go about creating a value proposition?

1. Identify your strengths. Write down a list of what you are good at, what have your customers said they particularly like or value about the company and/or its services? What are your USPs, which put you above your competitors?

2. Define the benefits of each strength. Make sure the benefit to the customer is clear and easy to understand. For example, we worked with a London estate agency chain to define the following:

Strength: Providing a personal approach.

Benefit: We live, work and breathe London life – we eat at the local restaurants, we use the public transport, our kids go to the local schools – so our knowledge is here for you. Because we know the area like the backs of our hands, we can recommend the ideal place for you to live. And when it comes to the property market and current house prices, we keep our finger on the pulse, so you know you’ll get an accurate valuation for your property.

3. Encapsulate the strengths into three of four sentences. This is the tricky part. You will likely have a lot of text to distil down, so you need to make every word count. Pay attention to the tone of voice you use, as this will give an impression of the type of business you are. Remember that people buy from people, so you need to get your personality across as well as the benefits of choosing you.

4. Test and refine. Read your value proposition out loud to make sure it doesn’t sound awkward or contrived, then stress test it with colleagues and some friendly customers. Refine it based on any feedback you receive.

Creating a brand promise

This is what many people would think of as their company slogan or tagline. It should represent your key benefit to customers in a short, snappy, and memorable sentence. It will be easier to develop your brand promise after your value proposition, as you have already identified the key strengths of your business, but it is still difficult to come up with something unique, smart, and memorable. Even with professional help, this can take some time and energy.

Here are some examples of well-known value propositions and taglines:


There are some things money can’t buy. For everything else, there’s MasterCard.

Mastercard works to connect and power an inclusive digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realise their greatest potential.


The ultimate driving machine.

BMW is a premium automotive brand. Its key benefit revolves around the pleasure of driving (“sheer driving pleasure”). BMW promises the “ultimate driving experience”, consisting of unbeatable performance, technological perfection, innovative solutions, and a unique design

Creating your value proposition and brand promise is one of the most important things to get right early on, as it will define all other aspects of your marketing. All your website content, social media and promotional collateral will include either all or some elements of your value proposition. It should be the litmus test for all your messaging.

Find out how we can help with your company’s branding here. Read all our latest news or follow us on social media: FacebookTwitterLinkedIn and Instagram.