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.

Brand propositions are commonplace in the commercial world, where they form a key part of the brand definition by succinctly identifying the overall benefits that your brand is offering to its target audience. These benefits will usually include both an emotional and a rational element such as the old but highly effective brand proposition of Timotei shampoo, “So mild you can wash your hair every day”. The rational element is the frequency of wash balanced by the emotive claim of gentleness.

For many years the John Lewis brand proposition was articulated in its well-known strapline – “Never knowingly undersold”. This expresses clearly the benefit that John Lewis offers its customers – it will always treat them honestly and openly and provide them with the best value for money.

In the world of charities and other not-for-profit organisations less weight appears to be placed on developing a brand proposition, perhaps in part because of the greater complexity of stakeholders’ needs and motivations.

However, when developing your brand, we recommend that you do try and develop a Proposition for your organisation, as it will help you crystallise the key benefits your brand offers. This is important when you come to develop marketing communications as it will provide focus, tighten your messages and ensure clarity and cohesion.

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.

Link your Proposition back to your Vision/Mission, thinking in terms of what benefits your organisation provides to your users/beneficiaries and also your supporters/donors. What is it that you offer that is better and different from your competitors?

As propositions are not an outward facing statement, the best way to examine them is to look at straplines, which are usually a succinct articulation of the Proposition in an engaging or explanatory way. The Alzheimer’s Society uses the strapline “United against dementia”. This is directed largely at donors and is a call to action – with their support and the Society’s commitment it can both alleviate the suffering of dementia patients and work to eradicate the disease.

Complete the Proposition section in Worksheet 3.