Every company has a value proposition, which we define as a company's unique ability to provide value to its customers in ways that their competition cannot.Companies are often formed because they provide a solution to a problem not currently available in the market. This could be added convenience, improved aesthetics, better performance, price or safety. In short, your value proposition gives your company an edge over the competition.
 
A company's ability to not only articulate their value proposition but to also convey it effectively to stakeholders, customers and prospects will help determine their success. Understanding your company's value proposition is essential to the branding process and building brand equity. It should drive your overall communications strategy - advertising messaging, public relations, product marketing and internal communications.
 
If you are unclear of your company's value proposition, begin by asking:

• What is most unique about our company, and the products or services we sell?
• What do we do better than anyone else?
• How are we perceived in the market?
• How do we want to be perceived? 

Your value proposition needs to be an honest and fair assessment about what you are doing right. 

Below are a few branding tools that The Marx Group uses to determine a company's value proposition: Brand Pillars, Unique Selling Proposition and Mission Statement. Each of these explores your company's value assets, and is important in its potential to impact all levels of your channel, including distributors, end users/consumers, sales team, marketing team, business associates, employees, company stakeholders and the public-at-large.