Customer Value Propositions
Attract, engage and retain the right customers with your Customer Value Proposition (CVP).
Do you know why people love to buy from you? By better understanding what your customers value about your product, service or brand you can create messaging that attracts more clients or customers to grow your business. A strategic process, creating a CVP is the foundation of your Brand. It is a messaging platform that underpins your business strategy and therefore helps you attract, engage and retain the right customers to help you achieve your business objectives.
A CVP definition sums up ‘why choose you’.
It should be authentic (a promise you can deliver on), differentiating (sets you apart from competitors) and relevant (resonates with your ideal customer/client). Building your brand through these strategic pillars ensures alignment with your marketing and business objectives.
To give your CVP meaning, you have to start with research.Both qualitative research (think interviews and focus groups) and quantitative (think surveys and statistics), can add immense insight as to how your business, product or service is perceived. Without this your brand is flying on assumptions which can be very costly. Add to this further with market research that looks into industry and macro trends plus how your competitors are positioning themselves – now you have context! Only through evidence can your CVP can be crafted to be authentic, relevant and differentiating (rather than just nice-looking).
To enhance the ‘values-matching’ exchange between brand and customer, you need your CVP to be crystal clear. That’s why having a proven framework to help you distill and focus on what makes your business, product or service unique is critical. Start by building from the ground-up. The foundation is proof points; tangible evidence like size, reach, purpose and values, track record, features and benefits and intangible like personality, tonality aspiration and how customers feel. We then collate these into 3-4 strategic pillars (themes), which work together to differentiate your offer. Sitting above your pillars is a short sharp narrative that perfectly sums up your customer experience.
Once you’ve created your distinctive CVP messaging, the next step is to add a layer of visual story-telling around it. This is your brand – be it for a business, product or service. As experts in branding, we conceptualise different creative approaches based on your CVP, including a Tagline (short punchy positioning statement), to help share your unique story to all your key stakeholders; internally and externally. Your branding must be flexible enough as it speaks directly to your various target audiences through the complete life-cycle; from awareness, engagement, consideration, purchase, retention and advocacy. We can help you embed and operationalise your brand through all your customer touchpoints.
What is Art Direction you ask? Here’s an analogy that will explain the role which Art Direction plays in the realm of advertising and communications (plus it will probably make you hungry at the same time).