Deconstructing the Value Proposition

Deconstructing the Value Proposition

One of the most important pieces in brand development is the formation of the value proposition. In the simplest of terms, a value proposition is the promise of value to be delivered. It describes how the brand, its products and services add value to the customer – the tangible and intangible customer benefit.

Essentially, your value proposition should be successful in explaining how your products/services solve problems or improve situations, what benefits the customer will receive, as well as why the customer should choose you over the competition. Without a value proposition, your brand will lack focus and confuse customers. This confusion will lead to reduced trust in your brand and, eventually, a loss in customers and sales. When it comes to your brand, the last thing you want is a lack of trust and confusion. 

In order to fully understand the importance of the value proposition, we're going to deconstruct its pieces and explain the importance of each element. As long as you've completed some extensive research during your initial brand development, establishing a value proposition can be a somewhat straightforward process. To craft the value proposition, you want to focus on four main elements: benefits, target customers, differentiation, and measurable proof.

1. Identify Customer Benefits. Make a list of ALL benefits your brand, products, and/or services provide, explaining what you can do for the customer. It is all about the customer, and what's in it for them. Traditionally, value propositions tend to emphasize one of 4 basic benefits: lowest prices, uniquely better products/services, making things easier, and ownership of customer results.
2. Define Your Customer. Who, exactly, does your brand, its products, and/or services cater to? Clearly define your target customer.
3. Differentiate from the Competition. Clearly identify the strengths of your brand. What makes you different and better than your competitors?
   
4. Provide Measurable Proof. Provide an explanation and proof of how and why your brand, products and/or services are the best solution that can deliver better results over the competition.

Brands aren’t always built on a single value proposition. The more value that your brand brings to its customers, the stronger your brand and the more unique it will be, as long as these additional values support the main benefit.

Identifying your value proposition and additional values is integral in supporting your brand and its story. In order to build your brand further, you need to share these brand messages with your customer through marketing. When applying your value proposition to marketing pieces, for example, a website or landing page, follow this formula for maximum impact and higher conversion rates:

1. Headline. This should describe the end benefit – the most important benefit – that you are offering to the customer.
2. Sub-header or Short Paragraph. This provides a detailed explanation of the products/services offered, who you offer them to and why.
3. Bullet Points (optional). This information lists additional value/benefits/features.
4. Call-to-Action. Prompt the customer to take action.
   
5. Visual Element. Follow up with a visual element – an image or video – that enhances your message and supports the value/benefits/features.

Need a visual? Here are 10 value proposition samples found on some popular websites.

The Big Shift

A brand is so much more than a logo and tagline. It's the underlying foundation of everything relative to your business – what it is, it's products/services, what values it stands for, who it employs… and the feeling, meaning and thoughts customers get when using the brand's products/services.

Over the past few years, brand development has been experiencing a fundamental shift toward a more personal, connective state in business – and becoming more "humanized." Today's customers expect to be able to interact with brands directly by demanding new products/services and by becoming a more active part of the conversation. Brands and branding techniques are changing to reflect this, as it's now common to see a brand directly communicating with customers over social media. As a result, branding will no longer focus on simply projecting a particular image or lifestyle, but will start to offer more immersive customer experiences, creating a shift from "THE BRAND" to "THE BRAND EXPERIENCE."

To provide the best in immersive customer experiences, brands in 2016 will start to:

1. Tell the brand story to create an emotional connection.
People love stories, especially the ones where they can identify with. This connection forges an emotional bond between the brand and the customer, aligning them with the emotional core of the brand. A mix of visual and content storytelling inspires emotions and increases trust, which leads to more brand value. Every brand has a story, so make sure that story speaks to the customer. Most can relate to a common issue or problem that requires a definitive solution... so share how the brand has overcome these obstacles with a solution... and how the brand can provide the best solution to its customers' issues as well.

2. Present a more customized experience.
From personalized products (personalized coca-cola bottles), customized content (how-to videos, e-books, etc.) to direct connection on social media platforms, the focus is clearly on each individual customer. Customized content marketing will be even more on the rise as brands will spend more time devoted to more relevant and inspiring content creation to meet the customer need. The only way to make customers interact with content is through personalization, and offering this content means sharing relevant, knowledge-based posts and videos that offer solutions. Brands that have been making an effort to personalize their content strategy have been able to increase sales, inspire users to stay longer on their websites & promote customer satisfaction.

3. Be clear on your brand personality... and be human.
Customers are more likely to identify with more humanized brands. The challenge is to figure out which human characteristics your brand possesses. You also want your customers to identify with specific emotions when experiencing your brand. In order to become more humanized, brands should first focus on developing their brand personality and essence. A brand's personality is the application of human characteristics to the brand. It describes how the brand thinks, acts, and reacts. A brand's essence is the intangible emotion you want your customers to feel when they experience your brand – the heart & soul of the brand.

All brands want to create an ongoing relationship with their customers, and this approach will allow them to meet their customers' needs more effectively while keeping them even more closely connected to their customer base.

For the Love of Great Type

One of the most important aspects of any piece of design hinges on its use of typography. The proper choice of font, its placement on the page, color spacing, etc., all combine to set the tone of a piece. Whether you choose a serif or sans-serif, modern or traditional style, roman or italic type treatment, a few principles should be followed to ensure great typographical design.

1. Font Overload.

There are hundreds of thousands of beautiful typefaces out there... however, using them all could cause continuity issues, as well as a seizure! Limit your use of too many fonts. A general rule of thumb would be to use 2 different fonts... at the very most, 3. Varying the weights, sizes and styles of a chosen font family for headers, subheaders and body text will usually be all you need to keep a cohesive, professional look in a design.

2. Size Matters.

Yes, size DOES truly matter in creating great typography in your design. It helps to distinguish and group different sections of thought throughout the piece... establishing a flow for reading and legibility. Body copy should be all one size... and determining that size should depend on the media it will be viewed (print or online?) and who the viewer will be (20-somethings or baby-boomers?). Use headers and subheaders in a larger size than the body to further organize the content to make the piece more appealing.

When it comes to websites, a good rule of thumb is to make sure that your font sizes are over 16 pixels for body copy for optimal reading ability. Of course, every font is different when it comes to design and size, so testing the font will be a must for use online.

3. Space – The Final Frontier?

There 4 types of spatial properties that need to be correctly addressed when working with typography:

• Leading, the space between the baselines of successive lines of text;
• Tracking, the space between groups of letters;
• Kerning, the space between each character in a font; and
• Alignment, how the text aligns on a page.

Leading can affect the readability of long lines of text. The tighter (closer) the leading, the harder the text may be to read. The looser the leading, and the more white space there is can reduce the pace of reading. It is recommended that leading be set at 120% of the font size. For example, if you have 10pt text, your leading should be set at 12pt.

Tracking can be described as loose, tight, or set by a numerical value. It is a more global setting that affects how close all the characters are. Generally, the longer the line, the looser the tracking needs to be, depending on the font.

Kerning is the local view of space between characters. The shape and the amount of space between each character will determine the need for kerning. Proper kerning will allow the eye to flow easily when reading a piece.

Alignment refers to flush left, flush right, centered, or justified text. Flush left is how western societies normally read... from left to right... with the text aligned to the left and ragged right. Flush right is more cumbersome to read and is traditionally used to highlight important sections of text. Centering text works best with limited lines as it can be difficult to read. Justified text means that both the start and end lines of text reach both the left and right edges. This can create awkward spaces (valleys) throughout a block of text. However, when done correctly, it can create a very clean and legible effect.

4. Readability/Legibility... What's the Difference?

Readability refers to how easy it is to read words, sentences and blocks of text. Legibility is the capability of distinguishing one letter from the next in a font, and distinguishing small chunks of text (headers).

Our eyes read in phrases, and the shapes of words determine the speed at which we read and comprehend. For long blocks of text (body copy), sans-serif or old style serif fonts set in lowercase provide the best standards for readability. All caps are suitable for headlines and short sentences. Using fonts with extra large or small x-heights makes text less legible.

5. Color Me a Rainbow... or Not!

Color and typography interact dynamically and help to set the tone for a design piece. Choosing certain colors can help attract attention, organize content, and help with readability. Black on white is the easiest to read, however; using other colors with high contrast can work as well. The same colors create different effects when placed on light and dark backgrounds, so it's a good thing to experiment to find which works best.

New for 2016...

The onset of January always sets the stage for those things that are NEW – a new year, a new business plan, a new look, a new color... Pantone color that is. Pantone, the world-renowned leader of color and provider of color systems and technology in the design industry has recently released it's anticipated choice for Color of the Year. Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home and industrial design, as well as product packaging and graphic design. This year, Pantone did something much different – it chose 2 colors. For 2016, Pantone selected the blending of 2 shades: Rose Quartz, PMS 13-1520, and Serenity, PMS 15-3919, saying that "joined together, Rose Quartz and Serenity demonstrate an inherent balance between a warmer rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace."

To read more, please visit http://www.pantone.com/color-of-the-year-2016.

We applaud Pantone for selecting this color combination and recognizing the soothing, calming effects these colors can produce. These colors are sure to be prominent in the beauty and fashion industries for 2016... and will be appearing in athletic wear throughout yoga studios this year.

So what are your thoughts on the Color of the Year? What has 2016 unveiled for you?

For Identity Brand + Design, the new year has brought some recent additions to our repertoire of offerings: a special website promotion for the first quarter of 2016, as well as a subscription-based website maintenance service now available to all clients. Contact us to learn more about how we can help your business excel in the new year!

Emotional Marketing

Our Top 5 Emotional Marketing & Advertising Campaigns of 2015

It's the most wonderful time of the year – again – when I get to write about one of my most favorite aspects of television – the commercials. In all seriousness, having worked in the television industry for over 17 years, I was always intrigued by the concepts that were produced to sell and market products: the creative, the humorous, the sexy, the direct sell, and more often than not, the emotional. 

Emotional Marketing is used to create a bond between a brand and a consumer by engaging an emotional response in the consumer for the brand... in which the brand is hoping to fulfill a specific need. Storylines, symbolism and imagery, cinematography, music integration, product placement, etc., all need to work together to produce the desired emotional response from the consumer. Elicited responses can range from love, joy, security, elation, reassurance, gratification, and empowerment, just to name a few. 

Emotional Marketing also creates a personality for the brand, in which the consumer will recognize and gravitate towards, further developing the bond between the brand and the consumer. Developing a personality for the brand is critical in emotional branding... and it is established over time.

There have been some amazing emotional marketing & advertising campaigns over the past year, and I've managed to compile my top 5 for the year. Hang onto your seat... and bring a box of Kleenex!

And speaking of Kleenex...

#5. Kleenex – "Unlikely Best Friends"
This spot focuses on taking a chance and overcoming obstacles. It's a feel-good story with a nice, upbeat score with a very happy ending.

#4. Publix – "Another Day"
Publix has been on a roll the past couple years with some of the best emotional campaigns. This piece is no different, and it spotlights the deep bond of the father-daughter relationship. Very sentimental... and somewhat reminiscent of Steve Martin in "Father of the Bride"... minus the comedy.

#3. Extra Gum – "The Story of Sarah & Juan"

Very creative storyline driving this spot, and a beautiful cover of "Can't Help Falling in Love" performed by Haley Reinhart. Who knew gum could be so powerful?

 

#2. Fundacion Argentina de Transplante Hepatico – "The Man and the Dog"

Some stories are best depicted through music and visuals. This spot is a perfect example of how the right score can carry a campaign. Does it sound familiar? If you've seen the Disney/Pixar movie "UP", it should. Beautiful composition with an incredibly powerful message.

#1. MetLife – "My Dad is a Liar"
This year's top spot goes to MetLife in Hong Kong. 

A child's future is worth every sacrifice, and I'm sure all parent's can relate. Great acting and directing.





So what kind of emotional reaction, if any, did these examples elicit? Which spots did you identify with the most? The one spot that just missed the top 5 (that has made it in previous years) was the Budweiser Super Bowl Best Buds/Lost Dog 2015 Spot. There's really nothing quite like a story involving an adorable Labrador puppy, majestic Clydesdales and a handsome cowboy. So, as an honorable mention and for your viewing pleasure, here it is...

Lessons Learned: Make Your Mark... and Be Thankful

Two weeks ago, I learned that a dear friend that I have known for practically my whole life had tragically passed away in a car accident. To say that I was shocked – and consumed with grief – is a severe understatement. I keep thinking that I will wake up from this surreal nightmare and receive another call or email from him, but it unfortunately never comes. Living over 1,000 miles away from "home" has made his loss much more difficult to process, and closure is, at this point, an obscure and very distant concept. Needless to say, the immeasurable void that he has left behind will last for all eternity.

Rob* and I met in kindergarten four decades ago. I have to admit that, yes, he was my first crush – ever. When we were 10, my family and I moved out of state. It was actually just twenty minutes over the bridge, but at that age your world is quite small and it literally felt like it was cross-country. At 15, he tracked down my phone number from a mutual friend and asked me on a date – dinner and a movie – near the local mall. Our parents dropped us off and to this day, I still cannot remember what Rocky IV was about. We continued to talk for the following weeks, but lost touch after awhile. Our lives went on in separate directions, yet we both remained close to the area that we grew up in for about 20 years. I'm amazed that we had never run into one another out and about or reconnected sooner. I often wondered about Rob and what he had made of his life. Shortly thereafter, I moved out of the area to take a job in NYC where my life drastically changed. I met my husband, got married and 5 years later moved 1,000 miles away and became an entrepreneur.

Thanks to Facebook, Rob reconnected with me in 2010. It was great to catch up with one another and reminisce about our youth. We came to realize that although many years had passed, the deep and soulful connection that we shared seemed to transcend time. We still had so much in common, and it was as if we had never lost contact. We collaborated on business projects over the next few years, and were highly supportive of each others' professional pursuits. On a personal note, and despite the fact that we both had someone special in our lives, it was only natural for us to often wonder what life would have been like if we had connected sooner. Some things just don't change no matter how much time passes, and the question of "what if" has been on perpetual repeat in my mind for the past two weeks.

If there is anything that Rob would have wanted to come out of this horrific tragedy, it would be the lessons learned as a result from how he lived his life. The two most important lessons he bestowed upon me were to make your mark and to be thankful for what you have and what you've accomplished. These lessons can be applied in life both professionally and personally, and are even more relevant at this time of the year – the holiday season.

Make Your Mark

Rob was extremely intelligent, accomplished, funny and well ahead of his time. He became a successful entrepreneur in his 20's in the fitness and athletic training field. A few years after that, he made a bold move by switching careers and establishing yet another highly rewarding business in the technology industry. Rob was adventurous and was certainly not afraid to take a risk when it came to business. He seemed to make his mark in every endeavor that he was involved in; however, his successes were not only measured by his professional accomplishments. More importantly, Rob made his mark by how he treated people. He understood that being a great leader meant empowering and supporting his staff. He understood that solid relationships were the foundation of a profitable business, and he had a deep respect and appreciation for others' opinions, ideas and beliefs – even if they differed from his own. He was a great advocate for the small business owner and he did whatever he could to guide and educate those around him. He made people feel good about themselves and his positivity was infectious. 

Be Thankful

Rob was very humble about his many accomplishments. He had very strong ties to his large, close-knit family and especially adored his nieces and nephews. He was grateful for his upbringing, his experiences and the people he had around him... and he always made it a point to express those feelings (to me anyway). He knew never to take things for granted, and he lived his life to the fullest. Rob often told me how proud he was of me, of my accomplishments and how I handled my life throughout the years. I always threw that ball back into his court as I felt the same for him... and was extremely grateful to have him back in my life. Our last lengthy phone call was about a month prior to his tragic accident, and I am so very thankful that we had that conversation.  

• • • • • • •

It is said that there is a reason for everything, and that God works in mysterious ways. Although I can accept that these reasons are not for me to know, it does not in any way lessen the overwhelming feelings of loss. I will be forever thankful for my dear friend Rob and his presence in my life. I will continue to live by his example, and hopefully I will be able to emulate the lessons he set forth and make a positive mark on those around me in both my professional and personal life. Until we meet again, my friend...

As we express our gratitude, we must never forget that the highest appreciation is not to utter words – but to live by them.  ~ John F. Kennedy 

* name changed out of privacy and respect.

Plan for Brand Success

With the holidays fast approaching, business owners take the 4th quarter to plan for the upcoming year. Now is the time to take inventory! While you are busy planning your 2016 business sales and marketing goals, be sure to incorporate your brand, design and outreach needs:

1. Your Business Logo/Tagline... is it outdated? Do you need a revamp your look and message to reconnect with your audience? Are your competitors looking similar to you? Most importantly, is your logo and tagline still true to your overall brand message? 

2. Your Business Cards... is the information correct? Do you have new employees? Are you utilizing both sides of the card? Does it list your social media channels? Do you have enough supply to get you through the first quarter of 2016? Do they leave a lasting impression?

3. Your Marketing Materials (brochures/post cards/stationery)... are these items up-to-date and reflect your services/products correctly? Do you need to update photos/content? Do you have enough of these items to cover business events that you may be involved in through the first quarter of 2016? If you mail these items out, when was the last time you updated your lists?

4. Email Marketing... are you connecting with your audience? What are your open/click/conversion percentages? When was the last time you updated your templates? Your mailing lists? Does your mailing list have relevant contacts on it? How long have you been using your advertising campaign(s)?

5. Social Media... Are your social media platforms branded appropriately? Are your posts informative and geared towards the user benefit? Do you have an overall plan for your posts that tie into your marketing goals? Are you initiating conversations with your followers?

6. Your Website... is your content up-to-date and reflective of your services and products? Do all of your links work? Is your navigation user friendly? Is your site responsive and mobile-optimized, with all the coding current? Are you using the most up-to-date SEO standards? Have you been tracking your analytics? What are your bounce & conversion rates? When does your domain/host server expire, and are you happy with their services? 

One of the best ways to ensure that your brand and design materials are on par for the upcoming year would be to get a professional assessment. At Identity Brand + Design, we’ve developed the brand{id} – our 4-step brand assessment that will determine the overall effectiveness of your business brand which will provide you with the professional guidance to enhance your brand message and strategy. This service will help your business connect with your target market on a much deeper level so that you are viewed as the best and only option of providing a solution, service or product to your target market.

We also offer the web{id} – our 5-point website assessment that will determine the overall effectiveness of your website and provide you with the necessary recommendations to enhance your website’s performance – and results. This service will bring more value to your business by differentiating your website from that of your competitors and by converting more viewers into customers. 

Whatever your business sales and marketing goals end up being, be sure to keep these points in mind to ensure success and growth for the upcoming year.

“Our goals can only be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.”  ~ Pablo Picasso