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Craft Compelling
Value Propositions that Resonate 

Stand out in the market, attract loyal customers, and

drive sustainable growth with a strong value proposition.

A value proposition is a critical component of a company's overall branding strategy. A successful brand value proposition communicates the unique benefits and value of a brand expereince, product or service to the target audience, helping to attract customers seeking said value, also to differentiate the offering, and drive business growth.

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Functional Value

Functional Value refers to the practical benefits that a brand experience, product or service provides, such as efficiency, reliability, or convenience. Understanding functional value helps organisations ensure that their offerings meet the tangible needs and requirements of their target customers.


Internally, this understanding informs product development and improvement efforts to align with customer expectations.


Externally, it helps organisations communicate the utilitarian benefits of their offerings to consumers, influencing purchase decisions.

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Social Value

Social value relates to how a brand experience, product or service enhances social interactions or relationships. This could include facilitating connections with others or reinforcing social identity. Recognising social value allows organisations to position their offerings as tools for fostering social connections or status within social groups.


Internally, this insight can inform branding and marketing strategies aimed at emphasising social benefits.


Externally, this helps organisations create brand narratives that resonate with consumers' desire for social connection and belonging.

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Emotional Value

Emotional value refers to the feelings and emotions evoked by a brand experience, product or service, such as joy, excitement, or nostalgia. Understanding emotional value enables organisations to create experiences that resonate with consumers on an emotional level, fostering brand loyalty and affinity.


Internally, this understanding can guide product design, user experiences and customer service efforts to elicit positive emotional responses, such as customer delight or surprise.


Externally, this helps organisations build emotional connections with consumers through storytelling, brand communications and branding strategies, as well as customer experience initiatives.​

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Expressive Value

Expressive value relates to how a brand experience, product or service allows consumers to express their identity, social self, personality, or individuality. Recognising expressive value helps organisations develop offerings that align with consumers' self-expression goals and preferences.


Internally, this insight can guide self-expressive experiences, product design, branding and marketing efforts to cater to diverse consumer identities.


Externally, this helps organisations position their offerings as tools for self-expression, appealing to consumers' desire for authenticity and personalisation.

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Status Value

Status value pertains to how a brand experience, product or service signals social status or prestige to others. Understanding status value allows organisations to position their offerings as symbols of success, wealth, or exclusivity.


Internally, this insight can inform product design and branding decisions to convey status cues effectively.


Externally, it helps organisations appeal to consumers' aspirations and desires for social recognition, driving demand for their offerings among status-conscious consumers.

How It Works

  1. Draw a Brand Value Card: Shuffle through the cards until you find one or more cards that resonate with your brand offering. Ideally, 3-4 cards will help you uncover your value proposition

  2. Flip the Card: Gain insights into the brand value you believe resonates best with the brand offerings. Discover the brand mantra associated, along with the strengths and challenges of incorporating this brand value into your value propositon or into your offering. Also discover some ideas on utilising this to grow your brand and offerings. 

  3. Flip again: Uncover, which brand value the card is referring to and check to see if one or more types of brand value applies.  Ideally, all brands have at the very least functional brand value and secondly emotional brand value.  Not every brand is expressive or has status value.  Brands that are showy and showcase their logo are often associated with social value. 

  4. Uncover examples: by flipping again to learn more about each type of brand value you'll find some real life examples to help you.  


To learn more about developing brand propositions and uncovering different types of brand value, book a complimentary discovery call.

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