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Create And Understand Your Unique Value Proposition With These 12 Tips

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Your brand’s unique value proposition (UVP) is a critical asset that should serve as the core tenet of your marketing messaging. It tells consumers, employees, investors and other stakeholders exactly what your company offers that no others can. It defines your point of differentiation and explains why you’re the right choice to help a customer solve their problems.

If your business is in its very early stages, you may not have yet created your UVP. Follow this advice from Forbes Agency Council members to help you understand and clearly articulate what makes your brand special.

Images courtesy of FAC members.

Members of the Forbes Agency Council weigh in.

1. Build Your Reputation First

Who you work for is more important than what you do. As a new owner, you will need to demonstrate how you helped a client succeed before you can start building that unique space you want to fill. Many owners start out with a particularly good skill, be it concept, writing, analysis, etc. However, you will be creating a reputation by the companies (and people) you serve. Choose clients wisely. - Scott Mills, APR, William Mills Agency

2. Continually Conduct And Refine Audience Research

The better you understand your audience, the better you understand how you stand out from their perspective. Continually use primary and secondary research to gain a better understanding of your audience and your competition and let your value proposition present itself. - Ahmad Kareh, Twistlab Marketing

3. Adapt To Your Buyer Personas

When developing or refining your value proposition, it’s critical to understand your buyer personas. Your value proposition truly becomes valuable to your audience when they see how it impacts them. You can only do this when you understand your personas, what interests them, and how they want to interact and engage with your brand. Start with your personas and your value proposition will follow. - Elyse Flynn Meyer, Prism Global Marketing Solutions

4. Define What Your Company Doesn’t Do

Talk about the things your company is not good at. No one does this and everyone is so used to hearing, “Yeah, our team is great at that.” Stop lying! Know your team, know your skill sets, and walk into the room knowing that you’re the best at A, B and C — and you won’t touch X, Y and Z. - Kyle Kramer, Huify

5. Know Your Brand’s Purpose

Infuse your emotional benefits with a purpose to go beyond what’s expected and create a strong following. This approach will also give you and your team the backbone to make it through the first few years of hard work and sacrifice. - Alannah Tsimis Sandehl, IDM Brand

6. Define The ‘Why’ And ‘How’ For Each Specific Audience

Defining, verbalizing and visualizing your value proposition first depends on who your audience is. How you define your USP to a potential customer may be very different than a potential partner or investor. The best approach is to explain why your company is doing what it is doing, and how it all happens when you lift the curtain. - Charles Gabriel, Apester

7. Use Clear, Direct Facts, Not Buzzwords And Slogans

Arguably, the most key variable in your strategic marketing message is your value proposition. Explaining to potential clients why they should work with you versus someone else is critical to the success of your business. Avoid terms that only you understand, including overly fancy buzzwords and cute slogans. Be direct, factual, bold and absolutely lay a foundation of consistency. - Timothy Nichols, ExactDrive, Inc

8. Be Able To Explain How You Save Time And Increase Convenience

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Your brand’s unique value proposition (UVP) is a critical asset that should serve as the core tenet of your marketing messaging. It tells consumers, employees, investors and other stakeholders exactly what your company offers that no others can. It defines your point of differentiation and explains why you’re the right choice to help a customer solve their problems.

If your business is in its very early stages, you may not have yet created your UVP. Follow this advice from Forbes Agency Council members to help you understand and clearly articulate what makes your brand special.

Images courtesy of FAC members.

Members of the Forbes Agency Council weigh in.

1. Build Your Reputation First

Who you work for is more important than what you do. As a new owner, you will need to demonstrate how you helped a client succeed before you can start building that unique space you want to fill. Many owners start out with a particularly good skill, be it concept, writing, analysis, etc. However, you will be creating a reputation by the companies (and people) you serve. Choose clients wisely. – Scott Mills, APRWilliam Mills Agency

2. Continually Conduct And Refine Audience Research

The better you understand your audience, the better you understand how you stand out from their perspective. Continually use primary and secondary research to gain a better understanding of your audience and your competition and let your value proposition present itself. – Ahmad KarehTwistlab Marketing

3. Adapt To Your Buyer Personas

When developing or refining your value proposition, it’s critical to understand your buyer personas. Your value proposition truly becomes valuable to your audience when they see how it impacts them. You can only do this when you understand your personas, what interests them, and how they want to interact and engage with your brand. Start with your personas and your value proposition will follow. – Elyse Flynn MeyerPrism Global Marketing Solutions

4. Define What Your Company Doesn’t Do

Talk about the things your company is not good at. No one does this and everyone is so used to hearing, “Yeah, our team is great at that.” Stop lying! Know your team, know your skill sets, and walk into the room knowing that you’re the best at A, B and C — and you won’t touch X, Y and Z. – Kyle Kramer, Huify

5. Know Your Brand’s Purpose

Infuse your emotional benefits with a purpose to go beyond what’s expected and create a strong following. This approach will also give you and your team the backbone to make it through the first few years of hard work and sacrifice. – Alannah Tsimis SandehlIDM Brand

6. Define The ‘Why’ And ‘How’ For Each Specific Audience

Defining, verbalizing and visualizing your value proposition first depends on who your audience is. How you define your USP to a potential customer may be very different than a potential partner or investor. The best approach is to explain why your company is doing what it is doing, and how it all happens when you lift the curtain. – Charles GabrielApester

7. Use Clear, Direct Facts, Not Buzzwords And Slogans

Arguably, the most key variable in your strategic marketing message is your value proposition. Explaining to potential clients why they should work with you versus someone else is critical to the success of your business. Avoid terms that only you understand, including overly fancy buzzwords and cute slogans. Be direct, factual, bold and absolutely lay a foundation of consistency. – Timothy NicholsExactDrive, Inc

8. Be Able To Explain How You Save Time And Increase Convenience

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