Proposition, not product, builds your brand

Proposition literally means the act of offering or suggesting something to be considered, accepted, adopted, or done.

In marketing, your proposition is what makes your customers want to buy your products and services. In the main people buy on benefits, not features. When someone buys something, they’re really asking, what’s in it for me?

In other words, they want to know how the thing can help them, make their life easier and how they can benefit from it. Your product and services are there deliver the features your proposition promises.

Your proposition can be split into 2 categories:

  1. Value proposition – what are the quantifiable benefits your product or service offers to your customers.
  2. Unique selling proposition – what sets you apart in the market and differentiates you from your competitors.

Sitting above these is your brand promise - you could call it brand proposition to keep everything nice and tidy. This is what you stand for and the positive sentiment you want your customers to have.

A clear brand promise should resonate on a personal level. If you can generate a positive emotional response then your customers will keep on buying from you.

If you do not deliver on your propositional promises, your brand will suffer. Brand is, after all, what your customers think and say about you.