While the consumer has plenty of options at their fingertips to choose products from the brand—you need to create a unique brand promise and value proposition to distinguish your brand from the rest. What commitment do you hold to provide value to customers? What makes your brand and its product unique? How do you differentiate yourself from competitors? Answering these questions will help you create an unforgettable brand promise and value proposition. Brand promise and value proposition demonstrate why consumers purchase from your brand over the competitors. Though they both seem similar—there is a difference. Let’s unravel the puzzle of brand promise vs. value proposition.
What is a brand promise?
This question often taps the mind of business owners: what is a brand promise? Is it important for their business to hold promise? A brand promise is a company’s pledge to a customer that it delivers unique value and experience. It goes beyond product delivery and is more about shaping the promise to customer perception.
Brand promise builds customer expectations toward a business. Customers know what they receive(value or experience) from a brand every time they purchase. Though it is not as easy as it sounds, gaining customers’ trust is the hardest part. But you can do it with an effective brand promise and value proposition.
What is a value proposition?
A value proposition illustrates the product’s benefit to customers from a brand. It demonstrates why a product is better suited to a customer’s needs than competitors and what are the unique benefits of the product.
The successful value proposition is to the point and persuades consumers to drive a buying decision. Meanwhile, a value proposition is delivered to customers through social sites, marketing campaigns, and sales calls.
Brand Promise Vs. Value Proposition: Key Differences
Brand promise and value proposition are vital to building a strong brand identity and cutting through the noise. They both attract customers yet have a different role in doing that. Let’s discuss the top differences between Brand Promise and Value Proposition to gain a better understanding.
A brand promise is a company’s commitment to delivering customer value and experience. Conversely, a value proposition is a message conveying product benefits to customers.
A brand promise is clear, specific, actionable, and consistent, while a value proposition is specific, pain-focused, and exclusive.
A strong brand promise statement includes these five vital elements;
1-Simple: Straightforward and clear yet meaningful brand promise.
2-Differentiator: A brand promise that distinguishes from competitors.
3-Credible: A brand promise that is trustworthy and reliable to follow..
4-Inspirational: A brand promise builds emotional connection and inspires customers.
5-Memorable: A brand promise to stick the customers to your business.
While A value proposition has four key elements;
1-Relevancy: It’s how a unique value proposition is tailored to the target audience’s needs.
2-Benefit: It is the favorable result that comes from the company product.
3-Energy: It is the work the customer will or not do to get the product.
4-Risk: Unearthing the best possible trouble-free offer you make.
Head to head Comparison of brand promise and value proposition
Brand promise vs. value proposition examples
1-Coca-Cola
The brand promise of Coca-Cola is “to inspire moments of optimism and uplift.” By inspiring the consumer, the brand creates value and makes a difference. Coca-Cola focuses on this promise that their beverage brings joy and passion. Their marketing campaign features sharing happy moments over a bottle of Coke.
Coca-Cola’s value proposition focuses on how drinking their beverages refreshes the body and spirit to share happiness. While emphasizing by drinking Coca-Cola, you open the happiness and share a memorable moment with friends and family.
2-Uber
Uber’s brand promise is to tap the app and get reliable and accessible transportation services worldwide, and you can go anywhere with Uber.
Meanwhile, the value proposition is ‘Uber Convenience,’ which means getting a ride at a one-tap, predictable, and cashless payment. One tap and car arrives at your locations, and your driver knows where to go—hassle-free ride.
They provide value propositions not only to customers but also to their potential employees (drivers). The value proposition of employees is
“Get in the driver’s seat and get paid. Drive on the largest network of active riders”.
The value proposition for a brand is effective yet clear and is a perfect example for businesses that can appeal to different demographics and audiences.
Takeaway
A brand promise is what a business stands for when delivering to the consumer, while a value proposition holds the unique benefits of a product, differentiating it from competitor products. They are both valuable in building a brand identity. Meanwhile, you can look at famous brand promises vs value proposition examples of how to craft a brand and product position for customers.
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