Purpose
This is a guide for small business owners like you, to help you improve your Unique Value Proposition.
Here we focus on communicating and profiting from applying and integrating your UVP into your business.
In part one we already covered the three key things; you’ll need to pull together to form your value proposition. Part two then pulled that all together to form your brand positioning statement, incorporating your UVP (unique vale proposition or unique selling proposition as its sometimes known). I’d recommend you read parts one and two before this to get maximum value for you and your business.
Introduction
Crafting and communicating your unique value proposition and having clear positioning is a real game changer for you and your business.
Let’s remember why we are doing this…
- Reduce or get rid of price competition.
- Be talked about because of something special you do that others don’t!
- Enhanced profits.
Your UVP is not a mission or a tagline!
Before we dive into tips to communicate and bring your unique value proposition alive, lets ensure we don’t accidently confuse it with statements or even taglines.
Brand Positioning Statement = brings together who you serve, with a solution they need and why they should choose you.
Unique value Proposition = This is why they should choose you above everyone else. The key reason(s) that are special and or different about your offer that your customers value.
Disney are Pioneers in making animated movies & theme parks globally, so likely unique value is that only the Walt Disney world can connect you to the characters and worlds you most desire.
Tagline = This is a short, memorable description that succinctly and clearly communicates the brand message. Good ones evoke emotion and character. “I’m lovin’ it” – you know the brand, right?
e.g. “Where Dreams Come True” Disney
Some make the mistake of going straight for a tagline before understanding their brand positioning and unique value proposition – You don’t have to!
Mission Statement = This explains your purpose and values. What the company does, how it does it.
e.g. “to entertain, inform, and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.” Disney
Vision Statement = This clearly states the future goals and ambitions pf the company. Done well it becomes a compelling mantra that inspires action towards.
e.g. “to be one of the world’s leading producers and providers of entertainment and information.” Disney
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7 Tips for Communicating & Living Your Unique Value Proposition:
Once you’ve gone to the trouble of finding the golden nugget that is your Unique value proposition you are going to want to tell people about it, right!
N.B. Your brand positioning statement is used internally to inform and direct your marketing and is a valuable tool to share when briefing agencies/freelancers working with you on your marketing.
- Be clear and concise – so it’s easy to understand what you do and why you are different. Knowing what the most important thing you want to convey will really help this (& you work to this point will help clarify that)
- Be specific – If your customer service stands you apart from others, tell people how exactly! (Customer service on its own without an explanation is not a UVP)
- Incorporate your unique value proposition into your marketing messages on and off-line. Ensuring your website social media profiles align is always a great place to start. Use your brand positioning work to help to talk directly to your audience about what’s important to them.
4. Create compelling brand equity materials that support your message both visually and verbally. Use these materials and messages consistently, so over time people understand what you stand for. Start with the following: Logo, tagline, brand colour pallet, brand TOV (tone of voice). The colours you use can really help convey emotions – so choose your brand pallet carefully.
5. Use testimonials, case studies, and success stories to showcase the value your business delivers. Having others express the unique value you offer is so much more powerful that you just telling people. Social proof is key, and I highly recommend the use of video (using real people) here as it really brings it to life.
6. Manage all the messaging your brand put out into the market. Think about everything your target market sees from your brand. Yes of course your marketing materials and social media posts, your website – also your van, your uniform, what you staff say. Imagine being met by a nonchalant member of staff at Disneyland – Would not quite live up to the entertaining and inspiring promise would it! Use guidelines and scripts to systemise these things – If you don’t set the standard for your business, others will make it up or do what you let them get away with!
7. Train your employees to consistently communicate and reinforce the UVP in customer interactions.
Conclusion:
What would you like people to say about your brand / your business when you are not in the room?
You can then ask yourself, what do I need to share with / deliver to my target market to encourage this conversation. A strong Unique value proposition will be worth talking about.
Action:
Is your Unique Value Proposition worth talking about?
Do you need to refine it and or better convey it?
Please share your comments & questions.
By James Gentle
Join the NoLimits Business Community
Are you a business owner looking to take your business to the next level? Join our innovative community of like-minded professionals and gain access to a wealth of valuable resources, including a community portal to chat with other business owners, ebooks, business development software, and growth events that will transform the way you do business. Best of all, these resources are completely free and will be available to you forever.
But the benefits of joining our NoLimits business community don’t stop there. By becoming part of our community, you’ll have the opportunity to connect with other business owners, share insights and ideas, and build valuable relationships that will help your business thrive. Don’t miss out on this amazing opportunity to supercharge your business and join us today!