Proposition

A Proposition is a short statement that encapsulates your offer – it articulates the overriding benefits that your brand provides to your target audience, helping to set you apart from your competitors. It is a strategic statement, not a strapline, although it will form the basis of any marketing straplines.

Your Proposition will help you crystallise the key benefits your brand offers. This is important because when you come to develop marketing communications it will provide focus, tighten your messages and ensure clarity and cohesion.

Link your Proposition back to your Vision / Mission, thinking in terms of what benefits your company provides to your customers that is better than and different from your competitors.

Refer to the target audience definition you created in Worksheet 2 – how you prioritised them, what they are looking for and what you can offer them. What is the overall benefit that you are providing? What is the sum of your offer? Don’t worry about crafting a snappy tagline, it is much more important to get the thinking right. You will have an opportunity to refine your words later and the Proposition is largely a strategic thought. It is not the same as the strapline but often forms the basis of one.

Complete the Proposition section in Worksheet 3.