Your customers are drowning in options. Every day, they're making countless decisions about who deserves their attention, their trust, their money. What if you understood what drives your customers so they could feel more connected to your brand and empowered to choose you over competitors. Or you promoted your value proposition with authenticity and your customer acquisition costs dropped. These are all outcomes that a successful Customer Value Proposition strategy can directly impact.

A strategic CVP is built from five interlocking pillars. Together they explain not just what you deliver, but why it matters, how it fits into people’s lives and who will bring it to life. Use these to make your CVP clear, credible and memorable. 

1. WHY — Brand purpose and reputation
   Why will this brand matter to me? Ground the CVP in purpose and reputation: your mission, values and track record that make you relevant beyond the transaction. Leading with purpose creates alignment and trust.
2. WHAT — Product and service offering
   What difference will this make in my life? Describe outcomes not features, the practical and emotional benefits customers gain (time back, confidence, performance, reduced stress). Anchor this in plain language.
3. WHERE — Customer journey and growth
   Where will this experience take me? Show the progress customers can expect. Use storytelling and proof points to paint the before-and-after and set realistic expectations for the future.
4. WHO — People, community and support
   Who will support and guide me? Surface the human element: your team, customer care culture and community. Real people and behaviours make your CVP feel authentic and reassuring.
5. HOW — Experience and ways of engaging
   How will this fit into my life? Define usability, channels and moments that remove friction and add value, from first click to ongoing advocacy. Thoughtful experience design turns transactions into relationships.

Research and competitor analysis are essential. Start by listening; internal workshops, customer interviews and surveys, then benchmark competitors to find the white space your CVP can own. Specificity matters: avoid vague claims and prove your promises with clear evidence. 

When these five pillars align, your CVP becomes a north star for marketing, product and leadership, creating clarity, consistency and ultimately belonging. 

Customer Value Propositions and Employee Value Propositions (EVPs) are distinct but interconnected strategic assets. While each serves different audiences with different needs, the most successful brands ensure both propositions authentically reflect the company's core purpose and values. As experts in both customer value propositions and employee value propositions as well as employer branding, we help you develop propositions that are individually compelling yet strategically aligned.

The strongest brands maintain consistency between what they promise customers and what they offer employees - because both stem from the same authentic company purpose, vision and values. This alignment creates a cohesive brand experience where customer promises and employee experiences reinforce each other, building trust and belonging across all stakeholder relationships.

Attracting ideal customers is one of the biggest challenges businesses face today. With increased competition for both market share and talent, companies are discovering that the same strategic foundation that attracts customers also attracts employees; a clear, compelling value proposition.

Here's the connection most businesses miss: Employees want to work for companies that create meaningful value for customers. When your CVP clearly articulates the positive impact you make in the world, it becomes the authentic foundation for why talented people should want to be part of your mission.

Defining your company's CVP first gives you the strategic foundation to build authentic Employer Branding. Rather than manufacturing reasons why people should work for you, you can authentically communicate the meaningful customer value they'll help create. This approach attracts employees who are genuinely aligned with your mission, not just looking for any job.

The best employer brands are built on companies with compelling customer missions. Start with your Customer Value Proposition, then build your Employer Brand from that authentic foundation.