I was eating cereal this morning and noticed, written on the box, “Stay full longer.” I thought to myself, that is the best value proposition statement they could of said.
It sounds weird because it is not a flashy tagline that most brands would choose, but it is true. And in my case, the reason I like to eat Kashi rather than other cereal is because it does just that. I have more energy to work through the morning.
When creating a value proposition it is key to know what need your customers want you to fulfill for them. Once the want is identified the next step is to say it as simple as you can.
This allows potential customers to identify you can give them what they want in the pre-purchase stage.
A clear description of what your brand value is, trumps a snazzy meaningless tagline any day. Conversion is king and for this brand I would guess it is more important to win potential customers than remarket to the existing ones, because once a person starts eating a cereal the likelihood of them switching is low.
The key is to find out what your market wants you to solve for them. Because in all reality your brand is just a solution to a market’s want.
The more successful you get at identifying your market’s want, communicating you have the solution and delivering the solution, the quicker you will position your brand as the market leader in your segment.
