Value Propositon - what's that!?

well …. it’s another marketing phrase which actually has some benefit in understanding because what it is is VERY important to what we all are hired to do. It’s your niche, what differentiates you or what differentiates your product or service. These differences or difference is important mostly to 2 key stakeholders, your client and your client’s audience.

If you are promoting yourself as a branding or design specialist then your stakeholder is your client and how you would ‘woo’ them to use you/your skills/your experience … instead of someone else to solve their marketing challenges. When you are working on projects you are actually hired to solve the problem to help market the client’s product/service to the audience of that product/service. But, you still have to be aware of ‘servicing’ your client as well, which can sometimes be tricky. All the while remembering that the value proposition is the niche, defined by appealing to a specialized group.

In getting the 2 to be in sync, what the client perceives is the problem and what you understand is the problem (before even tackling the solutions) is to make sure that you are both talking about the same value proposition, the same niche to be addressed!

Your value proposition is the main thing that differentiates you as a designer from the others within your industry. The value proposition for your client will be what ensures their audience hangs around and does NOT click away! so be clear.