A hundred goals (maybe more) exist in the heads of those who are going bigger, conquering the world or changing the community. It can be difficult to line up the goals swirling in their heads. These goals are in the same mind soup, side by side with ‘old truth’ vs ‘new truth’, rumors, advice from future experts, news, big data, and ideas from a bestselling book.  (With potential distractions from ‘competitors’.)

As a result, the goals are not always aligned, and it is tempting to get ‘speed think’, make a decision now to get things done.

Today we want to remind you that ‘It is still a pig”, and a few other observations to keep it real for you about branding, social media and humans.

Have you ever been presented with a product or service that made you think the person who created it was reading your mind? It was almost as if they had followed you around, understood what made you tick, and knew exactly what buttons to push to get the desired reaction.

While they probably didn't trail you through rush hour traffic or tap your phone, this isn't far from the truth. The most successful marketers have developed the ability to find out what their target audience is thinking and then provide them with solutions to their biggest issues at just the right moment.

Value propositions are a little like wine – there is a vast difference between good versions and bad versions, but many people cannot discern the nuances that go into crafting the best.

As the name would imply, a value proposition is a statement that conveys the benefit that a product provides to consumers. However, an effective value proposition is more than a statement of value. The best value propositions also:

• Make a credible promise to consumers
• Solve problems or help attain aspirational goals
• Differentiate products from competitors
• Provide quantifiable benefits
• Persuade consumers to take action (purchase, donate, etc.)

Unfortunately, instead of using this powerful tool to drive profits, many organizations end up with lackluster value propositions or overlook them altogether. Businesses in highly competitive industries are particularly vulnerable to falling flat with their value propositions because they are forced to contend with many competitors for the same audience’s limited needs.

Regardless of your industry, what you do, or your business type, two things are probably true: 1) you rely on customers and clients for success, and 2) you have competitors. As such, how you market your business is a critical part of business longevity, reputation, and influence.

This is why value proposition becomes so important. Indeed, a value proposition is arguably the most important aspect of your overarching company message, and potentially the most critical element of your marketing strategy.

Brand integrity is a measure of how buyers perceive a brand across all its touchpoints. It is the sum of an organization’s parts as calculated by the public, and it has a direct correlation with overall brand value.

This brand value translates to revenue numbers, valuations, and almost every other measuring stick that both public and private companies use to demonstrate worth to investors and shareholders.