If you’ve been ardently following our series, you’ll have read Part three: What is an Effective Value Proposition?. Today, let’s turn our attention to the crucial aspect of refining this proposition to ensure it’s not only effective but also resonates.

Misalignments between a business’s self-image and the customer’s perception can be detrimental. They can hinder growth, muddy your brand’s image, and inhibit opportunities. Fret not, as our systematic approach will guide you to sharpen your value proposition. Let’s dive into the five pivotal steps:

1. Deep Dive with Customer Feedback

Direct Interactions:

While many businesses believe they excel in customer service, Forrester Research highlights a gaping disparity: 80% of businesses think they’re on top, but only 8% of customers agree. Regular customer surveys can bridge this gap, offering insights into areas of improvement.

Third-Party Reviews:

Enlisting an external agency to conduct unbiased customer interviews can yield raw, unfiltered feedback. This treasure trove can spotlight areas needing attention.

2. Pyramid of Values

Collaborative Brainstorming:

Engaging with various teams can shed light on the core values that your company stands for. Research from Bain & Company has consistently shown that values like trust and reliability are often at the pinnacle of customer priorities.

3. Clear & Robust Articulation

The Emotion Factor:

Beyond features and benefits, how customers feel about your brand is pivotal. The Harvard Business Review asserts that emotional connections can sometimes be even more salient than customer satisfaction. Crafting a value proposition that evokes positive emotions can be a game-changer.

4. Cultivating Internal Cohesion

Value Proposition Workshops:

By organising internal workshops, you can ensure that every team member is aligned with, and can articulate, the brand’s value proposition. This alignment enhances brand consistency across all customer touchpoints.

Open Dialogues:

Hosting regular internal feedback sessions allows teams to share insights, leading to an agile and adaptive value proposition that evolves with market trends.

5. Consistent Branding

Synchronised Messaging:

The importance of coherent branding cannot be overstated. Gartner suggests that harmonised branding across platforms can boost revenues by up to 23%.

Notable Value Proposition Examples:

Apple: “Think Different.” – Apple’s commitment to innovation and breaking the mould is encapsulated perfectly.

Snickers: “You’re not you when you’re hungry.” – A witty remark on the transformative power of satiation.

Airbnb: “Belong Anywhere.” – Emphasising the unique, home-like experience irrespective of the location.

FedEx: “When it absolutely, positively has to be there overnight.” – Underscoring their promise of speed and reliability.


Navigating the ever-changing landscape of B2B isn’t for the faint-hearted. In our competitive world, businesses often juggle multiple roles – innovators, curators of trust, indicators of superior quality, and, most importantly, effective communicators. Your value proposition isn’t just a business card, it’s the essence of what you represent.

From my personal viewpoint, I’ve seen businesses get lost in the clamour, focusing too much on ‘how they see themselves’ instead of asking, ‘how do our customers see us?’. A clear, evocative value proposition acts as a lighthouse amidst this turbulence, signalling authenticity, reliability, and quality.

Companies like Apple and FedEx don’t just offer products or services – they bring forward a narrative, a story, an emotion. Their value propositions are genuine reflections of this. Take a leaf out of their books, and introspect. Understand your story, feel the pulse of your customers, and intertwine these to craft a value proposition that stands tall and true.

In an era of digital noise, be the resonating note that remains memorable. Don’t just aim to be heard, strive to be felt. Your value proposition is the conduit for this connection. Refine it, cherish it, and let it be your brand’s anthem.

Remember, it’s not always about being the loudest in the room; it’s about being the most genuine, the most resonant. And that, is where true value lies.

Creative Director