What is the difference between a customer value proposition and a brand promise?

1 What is a CVP?

A CVP is a statement that summarizes the benefits and solutions that your product or service provides to your target customer segment. It answers the question: why should they buy from you? A good CVP is clear, concise, specific, and relevant to your customer's needs and pain points. It also highlights your unique value proposition (UVP), which is what sets you apart from your competitors and makes you the best choice for your customer.

2 What is a brand promise?

A brand promise is a statement that expresses the emotional and experiential value that your brand delivers to your customers. It answers the question: what can they expect from you? A good brand promise is consistent, credible, compelling, and aligned with your brand identity and values. It also reflects your brand personality, tone, and voice, which are the elements that shape your brand image and reputation.

3 How do they differ?

A CVP and a brand promise are both essential components of your IT sales strategy, but they have different purposes and scopes. A CVP focuses on the rational and functional benefits of your product or service, while a brand promise focuses on the emotional and experiential benefits of your brand. A CVP is tailored to a specific customer segment, while a brand promise is applicable to all your customers and stakeholders. A CVP is usually communicated in your marketing materials, such as your website, brochures, or pitches, while a brand promise is communicated in your brand touchpoints, such as your logo, slogan, customer service, or social media.

4 How to create a CVP?

To create a CVP, you need to understand your customer's needs, wants, goals, challenges, and preferences. You can use various tools and methods to gather this information, such as surveys, interviews, personas, or customer journey maps. Then, you need to identify your UVP, which is the main reason why your customer should choose you over your competitors. You can use a value proposition canvas to map out your UVP, which consists of the following elements: the value you create for your customer, the pain you relieve for your customer, and the gain you enable for your customer. Finally, you need to craft a CVP statement that summarizes your UVP in a simple and compelling way. You can use a formula like this: For (target customer segment), our (product or service) is the (category) that (value proposition), because (reasons to believe).

5 How to create a brand promise?

To create a brand promise, you need to understand your brand's vision, mission, values, and personality. You can use various tools and methods to define these aspects, such as a brand pyramid, a brand archetype, or a brand voice chart. Then, you need to identify your brand promise, which is the core message that you want to convey to your customers and stakeholders. You can use a brand promise canvas to map out your brand promise, which consists of the following elements: the promise you make to your customers, the proof you provide to support your promise, and the payoff you deliver to your customers. Finally, you need to craft a brand promise statement that expresses your brand promise in a memorable and engaging way. You can use a formula like this: We (brand name) promise to (promise) by (proof), so that you (payoff).

6 How to use them effectively?

To use your CVP and brand promise effectively in your IT sales strategy, you need to ensure they are aligned with customer expectations and your brand's capabilities. You should also communicate them consistently and coherently across all your channels and touchpoints. To do this, test and validate your CVP and brand promise with customers and stakeholders, incorporating them into your sales pitch. Use them as guidelines for content creation and distribution, making sure they are relevant, useful, and engaging. Additionally, monitor the impact of your CVP and brand promise on sales performance and customer satisfaction using metrics, indicators, and analytics to track and improve them.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?