Branding and Value Proposition Development

“A Value Proposition should define the unique way in which a business or brand delivers value for its customers. It should explain the competitive advantage - why customers should buy from that brand rather than another; and it should always be easy to understand and clearly evidenced.”

Every brand, every product or service and every single piece of communication should carry a clear proposition - so that recipients always understand... “why should I buy it or respond to it... what’s in it for me?”

So organisations should define and articulate the value proposition they need to communicate; and craft the conclusions into brand and sales messaging that articulates the propositions simply and clearly.

Whether the process is driven by an agency for their clients or by the client company themselves, the process can be inspirational. The client company has an objective opportunity to stand back and review its core product/service offer and  creative/agency teams to find fresh creative solutions that are both clear and compelling .

Words and Images can facilitate this process, and add objective insight and clarity, by delivering:

•  facilitated brand and value proposition meetings/workshops

•  creating brand portraits that define a brand’s attributes and essence

•  coaching agency teams to use value proposition techniques to test and improve clients’ communications and produce more effective creative results

•  assessing and defining customer benefit propositions and market positioning - incl. SWOT analysis and competitor reviews

•  facilitating development of the core value propositions for tenders and sales pitches

•  engaging all stakeholders to take ownership of the value proposition and bring it to life (e.g. directors, partners, brand managers, HR teams, business owners and agency teams).


    Arriva, value proposition & branding more>>

    Arriva introduced a new shuttle service in and out of town centres which is easier for commuters because the buses run every 10 minutes. I helped them clarify the value proposition, developed a brand name for the service (Breeze) and managed the launch through billboard advertising and direct mail with the following campaign and brand headlines:
    - Wait Less
    - So simple... It’s a Breeze
    - Breeze in, Breeze out
    - Catch the Breeze


    Bedfordia Group, value proposition & more>>

    “Andy Criddle worked with Bedfordia Group in 2007/8 as we embarked on our highly successful brand journey and was subsequently invited to run brand workshops for each of the divisional businesses. These workshops brought invaluable clarity, direction and a better understanding of the value propositions of the businesses – individually and collectively. The process was well structured and facilitated - a stimulating exercise in its own right which provided real insight for all the participants.”
    John Ibbett, Chairman, Bedfordia Group, Nov 2009