Remember the old Volvo ads that harped on their cars being built around passenger safety? Back in the ’70s and ’80s it was the one thing, above all else, that Volvo wanted auto buyers to associate with their brand. It was their brand value proposition: the promise of a particular benefit — safety.
For Disney, it’s family fun. For Ritz Carlton, it’s exceptional service. For Boston Whaler, it’s unsinkable. For Levi’s, it’s ruggedly durable comfort. Nordstrom’s has VIP customer service nailed. For a Jimmy Buffett concert, it’s a care-free good time.
These brands each suggest a singular promise of a benefit that will be derived from its use. As David Aaker indicates in his must-read book on branding, Building Strong Brands, that benefit could be functional (Volvo provides a safe car because of the way it’s built), emotional (my family will be protected in a Volvo), and/or self-expressive (Volvo is a symbol of the personal value I place on safety).
To define your brand value proposition consider this: what benefit does a user receive from my brand? Make the benefit distinctive compared it to competitive alternatives, and you’re on your way to nailing down your brand position as well.
The benefit of resolving this is that you create a singular focus around which you can rally your troops, concentrate your brand messaging, and reinforce time and again through each of your audience interactions — your brand touchpoints. In that way, you’re making it easier on your customers and prospects to figure out why they should do business with you instead of someone else.
It worked for Volvo. And Disney, The Ritz, Boston Whaler, Levi’s, Nordstrom, Jimmy Buffett, and a lot of other brands, too.
It’s not easy, but there’s value to be gained. I know you care about that.
