The Why, How And Who Of Your Brand Proposition

It can be easy to get caught up in marketing jargon when defining your brand. And brand proposition is another of those phrases that are thrown around.

The Why, How And Who Of Your Brand Proposition
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, October 14, 2020

But if you step outside the marketing-speak, brand proposition is something that’s definitely worth paying serious attention to. With that right approach, you can develop a strong core to your brand, and carve out a solid place in your market with this piece of the puzzle sorted. Here’s why and how. 

How do you write a brand proposition? 

Writing a good brand proposition comes down to knowing inside and out the value you offer to your customers. And although this is the starting point, you then need to find a structured and compelling way of communicating it to get the best results. Without this, everything you do as a brand, from advertising to developing your website’s messaging, will lack cohesivity. 

So, where do you start? Here are a few of the main things we factor in when writing one: 

  • Your values and purpose as a brand. 
  • Who your customers are, and why they should care about you? 
  • How you add value to your customers, and what USPs and benefits you offer. 

Once we have key information like this, we can create a structured proposition, that’s clear, targeted and understandable. And this is the real main point to remember here. It’s not about developing something complicated and hard to grasp. At the end of the day, if you’re confused by your brand proposition, everyone else will be too. 

The why, how and who of brand proposition 

The eagled eyed among you will notice that the headline to this article is the, “why, how and who” of your brand proposition. So what’s that all about? 

Here’s a slight tangent that will pay off. Bear with me. All will become clear in a moment. 

When I was at college, I studied semiology, which is all about the exploration and understanding of signs. And why is this relevant? Well, we talked about the “why” and “how” combining to make the “who you are” element. This is a perfect way to sum up the brand proposition process. 

Ultimately, by defining why you deliver the products or services you do as a business, and how you do this, you’ll build a clear picture of who you are. Crucially, it will also illuminate what problems your business solves for your customers. 

There are a number of incisive tools we can use to find the answers to these questions while we’re developing your brand proposition. The TOWS approach is just one, and you can read all about that here

In conclusion …

Do you know what your brand stands for? Do you understand how your value proposition connects with your target audience? Do you feel like all your marketing materials and activities cohesively communicate these things to the right people?

If the answer to any of these things is even slightly ambiguous, call us now. With the right approach to creating your unique brand proposition, you can power ahead and solidify your place in the market.

As Bananarama and the Fun Boy Three once sang "It Ain't What You Do (It's The Way That You Do It)". Enjoy!

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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