What is a Brand Proposition?
Brand Proposition is a phrase or sentence that clearly summarises the rational or emotional benefits a consumer will gain from using that brand. It should tell the consumer what they should expect from you and establish your brand as reputable, reliable as well as setting itself apart from the competition.
A brand’s image is often the deciding factor that can ultimately determine product sales. Most marketing experts agree that a key component of any brand development exercise is the creation of a brand statement. Such a brand statement is often referred to as Brand Proposition.
The brand proposition development process should ensure you clearly identify the benefits your brand and don’t forget this can include powerful emotional benefits too! While a brand proposition is often focused only on the benefits that a brand offers, a good brand proposition should also include the Unique Selling Proposition (USP) which includes benefits that no other brand can provide. The brand proposition is not usually shared directly with customers – however, it inevitably shapes any marketing communications such as brand naming, advertising strap-lines, packaging, and any other promotional tools.
How to build a strong brand proposition:
- Identify your target audience – not only consider your customers, but also your partners, industry analysts and even your employees. Be clear about the groups you are targeting
- Know your business goals and where you plan to be in the future.
- Define your brand’s personality. Make sure it appeals to customers and properly communicate how you are different and the benefits customers will get if they choose you. It should be simple and relevant.
- Know how you are going to communicate the proposition. Don’t barrage customers with information and choose key messages that properly convey your USP, brand’s personality and messages. (Qualitative focus groups are excellent to understand the competitor landscape and to develop your proposition and brand positioning)