Creating the Best Unique Value Proposition for Your Brand
Coming up with a viable business idea is hard. Crafting your unique value proposition is harder. Being able to clearly articulate your unique value proposition is the hardest. A unique value proposition, also called a unique selling proposition, is a clear statement about how your company is different from competitors and how you solve the needs of your customers.
What’s a Unique Value Proposition?
A unique value proposition (UVP) is meant to clearly explain the benefit of your product or service to both current and prospective customers. The UVP is a clear and memorable way for you to explain how you differentiate yourself from industry competitors. The UVP should appear on all marketing campaigns and on all landing pages on your website. UVPs should also be self-explanatory in the sense that customers shouldn’t spend too much time trying to figure out what it means, but it should also create enough interest that a customer will want to learn more about your company and visit your website or social media pages.
How to Create a Unique Value Proposition
Think of a UVP as a promise that you’re making to your customers to not only deliver a product or service but also to deliver it better than anyone else in your industry. Although it’s easy to say you’re the best in the industry, proving that you are and being able to articulate it is no easy feat. Some ways to gain ideas for your unique value proposition include:
- Asking team members in different departments to write a word or sentence that they think describes your organization and makes it different
- Reaching out to past customers for feedback on their experience with your company and why they enjoy, or enjoyed, their experience with you
- Look at feedback and reviews that customers have left online and see if you find recurring themes or adjectives in the comments that can be used in your UVP
Don’t just say that you’re different, but say how you’re different. When writing your UVP, also consider writing in the customer-facing language. Remember, you want to draw customers in and make your company elevated, yet relatable.
Successful Unique Value Propositions
Below are some of our favorite unique value propositions, but if you’re still looking for some more inspiration you may want to take a look at a list of great UVPs here.
- Uber: The smartest way to get around
- Slack: Be more productive at work with less effort
- MailChimp: Send better email
- Bitly: Shorten. Share. Measure.
- Pinterest: A few (million) of your favorite things
Besides being short and sweet, what is one thing that each of these examples has in common? They all make you ask how? That’s the response that you want your unique value proposition to elicit. It shouldn’t be something that your customers can read or skim and move on from, it needs to act as an indirect call to action that encourages customers to want to get to know you and your brand.
In competitive and evolving environments, your company is expected to change with the needs and expectations of customers. Consider re-evaluating your UVP every couple of years to make sure that your message is continuing to resonate with your audience and that your UVP aligns with the harmony between your mission and your offerings.
Creating a unique value proposition isn’t easy, but to start, consider creating a sentence or two of what you think makes you stand out from the crowd. Also consider asking friends, customers, and other employees what they perceive the company’s main differentiator to be. With this information, you can then edit and whittle down the initial idea that you created and become one step closer to crafting the perfect value proposition.