The History

Years ago, when David and I were still defining the direction of our agency, we decided to take on branding. We were anxious about this because we have experienced lackluster branding from agencies helping companies we were involved with in our past lives.

We decided with The Bureau, we wanted to be very different about the way we approached branding and to always deliver something very valuable in the process.

Doubling Down on Different and Better

So for messaging, the all-important copy that explains why people should care about you, we doubled down on focusing on how the business is different and better than the competition. AND, we decided the format should integrate easily into a client’s home page.

You can tell people you are great, fantastic, unparalleled, etc., but those are adjectives anyone can use. The magic comes when you work hard to articulate how you are different and better.

If you do this right, your value proposition can go anywhere you want people to pay attention to your brand, from your home page headline to signage at a trade show.

It’s truly a thing of beauty when done correctly.

A Discovery and a Journey

We realized that to get to the different and better with clients, it was going to be a journey the clients would take with us. It’s not an easy process, but it’s incredibly rewarding and satisfying to achieve that different and better proposition.

We’ve even have clients rethink their entire business focus during this discovery process because the discussions open up your goals, dreams, vision and direction!

Most Companies Don’t Highlight Their Different and Better

We usually start with looking at messaging of various competitors. One very interesting thing came out of this exercise: few brands have a value proposition at all. If you doubt this statement, look at the websites of your competitors.

Do you see something front and center that explains how they are different? Another surprising fact was that it didn’t matter how big or small the competitor was, many large organizations don’t describe how they are different and better.

If you wait until the sales call to reveal your “different and better” you might not have any sales calls at all!

Looking at your competitors can reveal messaging opportunities, show weaknesses but also give you ideas you can expand upon to create your value proposition.

This Can Take Time

Be patient. It can take time to create the right value proposition. Bring in your team and start discussing your value and what you do differently and better. Remember that you are not describing what you do with this exercise, you are describing what you do differently and better.

You’re creating a value proposition, not a Wikipedia page! Dig deep and think about your business from lots of different perspectives and angles.

Think about your ideal customers, whether you have multiple audiences, and think about the number one problem you are trying to solve. What are the biggest benefits you provide to your customers?

What emotions are elicited when people use your products or services? What is lost if people don’t use your product or services? If someone decided not to choose you, why would that be?

Can you see how these questions focus on different aspects of your business? You want to eventually get to that different and better value proposition for your organization.

It’s Worth It

Taking the time to deliver a fantastic value proposition can monumentally change your business for the better. So roll up your sleeves, and get cracking!