How do I communicate our new value proposition?

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If you’re an owner or director of a company and are developing a new value proposition then the Continuous Branding tool will help you to clearly communicate it to your target customers and colleagues.

Creating your new value proposition

You may be in the process of  ‘creating value’ for a specific customer segment by developing a new value proposition or ‘brand promise’ to appeal to customers that are ideal matches for your company. Not too big or demanding to handle and not too small that they’re uneconomic to service.

The Value Proposition Design book is part of the Strategyzer series

Then you may also have discovered this brilliant book which contains valuable tools and templates to clearly explain how to create services (and products) that customers want, by creating value for them and for your company. It stresses the need to focus on helping customers to get important jobs done, kill their extreme pains and create essential gains. 

Continuously evolving and improving relentlessly 

It is great to develop a new value proposition but you also need to communicate it to your customers and colleagues. The authors of the Value Proposition Design book recommend that, “you should develop a shared language to create alignment throughout every part of your organisation, continuously evolving it, in order to improve relentlessly and reinvent yourself constantly”. 

This is where the Continuous Branding tool, developed by Craig Thatcher really helps support you because it shares this same philosophy. It also supports another key point the authors make, and this is “to craft marketing messages based on your customer’s jobs, and the pains and gains your products and services are helping with. Aligning customer-facing messaging all the way from advertising to packaging design”. 

Today’s enterprise must be agile and develop what Columbia Business School Professor Rita McGrath calls transient advantages in her book, The End of Competitive Advantage. She argues that companies must have the ability to rapidly and continuously address new opportunities, rather than search for increasingly un-sustainable long-term competitive advantages.

Your brand is your most valuable intangible asset

Read a series of short articles to help you harness the power of branding to add real tangible value. Read more

The Continuous Branding tool is perfect for companies that want to be more agile

To help you to develop and then to implement your new value proposition visit our Learning Hub and discover tips and tools as well as skills transfer workshops, tailored talks and open events. Alternatively contact us and we’ll talk you through the principles and explain the benefits.

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