Brand Proposition Strategy explained: what is it?

I try really hard to avoid marketing jargon at all costs, especially new buzzwords that come and go as quickly as the latest beauty fad or must-have gadget.

Admittedly I do have a few of my own phrases and terms that I've coined because there just isn't anything that sums up what I want to say better - more on those including 'situational relevance' and 'trigger thinking' later.

Brand proposition in it's very simplest form is this.

Highlighting the way you solve a problem for your consumer as the best solution for them.

That bit in the middle where your vision, mission and values meet is your brand proposition.

It can also be referred to as a brand statement, brand promise or unique value proposition (UVP).

So how does a brand proposition work as part of your brand strategy.

Understanding Brand Proposition Strategy

A brand proposition is a short, memorable statement that encapsulates the problem you solve for your target audience, as well as how you distinguish yourself from your competitors. It also serves as the unique selling proposition (USP) of a brand, and is what leverages attention, engagement, loyalty and advocacy. Yes people price compare and buy on convenience factor for shallow spend, for example AA batteries or printer paper, but for deeper spends we buy with our hearts as well as our minds, which is what smart brands capitalise on.

Key Elements of a Brand Proposition:

Benefits and Solutions:

• A brand proposition focusses on the problems it aims to solve for customers and the narrative around that, building up a story arc.

• It reveals the features that make the brand the right choice for addressing those needs.

• Understand the difference between a struggle and a trigger - people don't take action unless something happens - the trigger. A struggle isn't enough to force action, so how do you sell people at the point of trigger not struggle. I call this 'trigger thinking'.
  

Clear Differentiation:

• The proposition highlights what sets the brand apart from competitors - not just the what but how and why.

• It communicates why customers should choose this brand over others in smart ways that don't feel like you're being sold to, rather welcomed into a community.

Why Brand Proposition Matters:

Customer Connection:

• A well-crafted proposition establishes a connection with the target audience, creating resonance and trust.

• It guides how customers perceive and feel about the brand when they interact with it and builds familiarity.
  

Authority and Reputation:

• Beyond a catchy name or cute logo, the brand statement builds meaning beyond the aesthetics.

• It contributes to the brand’s reputation and long-term success, reflecting the company values, vision and mission.

Principles for Crafting a Compelling Proposition:

Simplicity:

• Keep the proposition straightforward - if a 7 year old wouldn't get it, go simpler.

• Create a statement that engages both new and existing customers.

• Make sure the problem you solve is at the heart.
  

Purposefulness:

• Define the brand’s intention clearly - why do you do what you do -what in people's lives are you trying to make better?

• Be authentic - don't create noise around charity, social or cultural responsibility without a clear reason and commitment.
  

Flexibility:

• Adapt to changing needs while maintaining consistency in your tone and style.

• Flex to trends and opportunities, but only the ones relevant to both you and your customers.

• Use situational relevance to guide you - what are you doing in a situation that's relevant to your audience - for example you run German beer tours and the Euros are being hosted in Germany.

Brand Proposition Matrix

You can use a matrix like this to ensure your brand proposition is defined. Complete the first two columns covering what you do, who for and what problem you solve, then check the boxes as to whether your proposition is well defined, different in a meaningful way, and desirable to your customer. This will give you a brand proposition score out of a total of 17.

In summary, a well-defined brand proposition strategy ensures that a brand resonates with its audience, stands out, and delivers on its promises. Ultimately it should mean that your customer can sell you to someone else so easily that the person can't help but try you or at least find out more.

There is so much more to say about brand proposition, the tools and techniques to use when building a proposition out and the resulting strategy. If you need some help, I'm on hand. 😊🌟