Realize Your Brand’s Value Proposition by Listening

Oct 3 2016

by Louise Pritchard

The Southern Coterie: "Finding Your Brand's Value Proposition by Listening to Your Customers" by Louise Pritchard (photo: Kathryn McCrary)
photo Kathryn McCrary of Rinne Allen’s Shotgun house in Athens, GA for guide2athens, Waiting on Martha and The Southern C

In this final installment of ‘Finding Your Brand’s A-Ha Moment”, we are discussing your value proposition. Through the past articles we have talked about the importance of your Why, and using your Why to write your How brand story. All these are very important to your end game of building value for your client or customer. One of the key takeaways was to show, not tell.

The impact of that statement is a strong component of presenting your brand as more than a commodity. In a nutshell, a value proposition is a clear statement that explains how your product solves customers’ problems or improves their situation (relevancy), delivers specific benefits (quantified value), and tells the ideal customer why they should buy from you and not from the competition (unique differentiation). The value you can bring to your customer and in the community goes much further than you realize if you do one very important thing; Listen.

[bctt tweet=”The value you can bring to your customer goes much further if you do one very important thing: Listen.” via=”no”]

Recently, when out on lengthy bike ride, I was listening to a TedTalk about listening. The women presenting happen to be one of the top percussionist in the world. What made her message impactful was that she is completely deaf. She listens with her whole body because she cannot hear. Her point was that you listen with more than just your ears, and by using all your senses to listen, you become more in tune with your customer or client. Many of you are entrepreneurs, artist and designers. The next time you interact with your client, try some active listening. Active listening means listening more than talking. Active listening keeps the client in the driver’s seat and honors that they are the expert of their life and master of their own destiny. If you listen closely, to will receive true pearls of wisdom about what is really important to them. Either you can develop your value proposition from an altruistic point of view only, or you can take it one-step further.

How does this apply to your brand value? In this case, 1+1=3. You need to listen in service of something bigger than just your product or service. By listening, you might discover that what is valuable to your customer is an emotional connection; it might be that they feel commitment to the community is important, for example. Whatever it is, listen carefully and then think of ways you can demonstrate your product’s value in ways your client will take notice. If you are an artist, chef or blogger, could you invite young people into your studio or place of work and share your trade. Then, follow-up with a show in your place of business, inviting the community into see their work. Is it donating a product for auction to benefit a local charity? Another option might be to present at a meeting of a service club, in your community, about the impact a blogger can have in a community and share some useful tips.

[bctt tweet=”By listening, you might discover that what is valuable to your customer is an emotional connection or maybe a commitment to the community is important.” via=”no”]

Let’s face it, not many of us have created a product that will save the world but if we listen with all our senses, we might just bring a little joy into someone else’s life while building a value proposition of your brand that is in service of something bigger.


Louise Pritchard View More Blog Posts from this Author

Louise Pritchard is an experienced professional with progressive leadership roles and a successful track record in cross-industry strategic market development, relationship management and business problem solving
Ms Pritchard brings her creative problem solving and critical thinking approach to each client. Her passion and drive is evident in helping each client to discover the "ah-ha" moment when new ideas and strategies transform their brand strengths into results for their company,
Ms. Pritchard founded Pritchard Volk Consulting, LLC, in 2001 after nearly 30 years in the business arena. Her experiences with FORTUNE Magazine, as Southeast Division Manager, Director of Marketing of Holiday Inn Worldwide, Director of Marketing of Egleston Childrens Hospital and other high level marketing positions helped her form the philosophy and process for her consulting business. She is also an Executive Partner at the Mason School of Business, College of Williams and Mary MBA program.

She is a Auburn University graduate and an avid SEC football fan. With four grown daughters pursuing their careers in various part of the country, she and her husband enjoy their off time visiting them in Charlotte, Savannah, Atlanta and LA.

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