Brand value proposition is a statement that describes the value that customers can expect from a brand. Unlike a brand mission statement, a brand value proposition does not explain why the company was founded, what its values are, or its purpose in the world. Brand value proposition specifically proposes to customers why they should buy from the brand as opposed to any of the competing brands.
A brand value proposition is akin to “unique value proposition” or USP. A brand must offer some sort of special or distinctive value that other brands do not in order to truly stand out in the marketplace. This can be challenging especially in saturated markets that offer lots of brand choices for consumers. Brand value proposition is the foundation for the brand’s goals and messages, so it is vital to clearly define the proposition and make sure all employees understand it and are aligned with it.