Thinking Of Your Unique Value Proposition? Review These 9 Great Examples

Last Updated on Wed-Mar-2024 by Robert Bogere

Do you know your brand story? What makes your business stand out isn’t just the story you tell, but the unique value you bring to your target customers.

In my journey through the dynamic landscape of brand strategy, I uncovered a question: What distinguishes my brand in a sea of brand strategists?

This question led me to the concept of revealing a clear and concise value proposition that became the North Star of my brand identity.

At the time of crafting my unique value proposition, the process was as transformative as it was enlightening. 

It involved knowing my target customers on a deeper level, identifying their pain points, and understanding my service features and benefits.

Through trial and error, feedback, and a commitment to improvement, the fog began to lift, revealing a clear and concise value proposition that became the North Star of my brand identity.

This article delves into what a unique value proposition is, and its main elements, and offers examples from emerging brands. But before we explore further:

What is a unique value proposition?

It’s a short phrase highlighting the benefits of your offer over competitors.

It offers your target customers a reason why they should buy your products or services rather than those of your competitors. The crucial thing is to consider as many benefits of your offer as possible.

Don’t make the mistake of focusing on your product features when crafting this phrase. A clear and concise unique value proposition should focus more on your product or service benefits than features.

In strategy, this is an element that looks outward at your customers — think of the demand side of your business.

Harvard Business School defines it as the kind of value a company will develop for its customers.

Peep Laja, in his article, defined it as a promise of your value to be delivered. He argues it is the primary reason why your target prospects should purchase your products and services.

When you’re working on your unique value proposition, focus on the specific solution your business offers and the promise of value your customer can expect you to offer.

It has to go deep into the problems you want to solve for buyers and what makes your product the perfect solution. It has to be placed at your most visible place on your home page.

Discover: Know how to develop your brand essence

Main elements of unique value proposition

According to Harvard Business School, a unique value proposition is implemented when it answers the following questions:

• What is my brand offering?
• What job does the customer hire my brand to do?
• What companies and products compete with my brand to do this job for the customer?
• What sets my brand apart from competitors?

After knowing the above, you need to know the main elements that make a unique proposition complete. Without knowing these elements, there’s no way you can come up with a compelling unique value proposition.

1. Headline

Your headline should briefly describe the benefit your customer will receive as a result of buying your product or dealing with your business.

It’s advisable to be creative in crafting this simple, catchy, concise, clear, and foremost phrase.

Think of such questions when crafting your headline: What is the end benefit you’re offering in your one short sentence? Is it an attention-grabber at the end of the day? If not, craft it again.

2. Sub headline

Your unique value proposition subheadline should explain in detail what your business offers, who it serves, and why.

It’s better to expound more in your subheadline and bring out the real value of your main headline. Yes, your prospect might have caught you off guard in the headline so here you have a chance to explain it better. Though it’s not good to be caught off guard.

When elaborating, think of what you do or offer, for whom, and why your offer is useful.

3. Visual element

Visuals communicate the message even better than words. It’s better to show the offer image more compellingly. Think of the hero photo or a visual concerning your main message.

Think of a video, infographic, or image that communicates in a better way than your words alone. It’s your time to capture your audience’s attention.

Discover: Good practices of how to develop your brand strategy

4. Call to action

Since you’re briefly showcasing what you’re capable of, it is important to also encourage your visitors to take action.

That way, you need to include a clear and concise call to action. Think of examples like reach out, learn more, shop here, etc.

9 examples of unique value propositions from emerging brands + a bonus

1. Allbirds

Simplicity and Clarity: Allbirds’ UVP is easy to understand. The use of the language “Cozy up to super natural comfort” immediately communicates the brand’s focus on comfort and the use of natural materials.

Emphasis on Comfort: The term “super natural comfort” not only implies a high level of comfort but also suggests a natural and organic feel. This aligns with the growing consumer preference for products that prioritize comfort without compromising on sustainability.

Seasonal Appeal: The subheadline, “Wrap up warm holiday wishes, and even warmer feet,” cleverly connects the product with the holiday season, creating a sense of warmth and coziness. It suggests that Allbirds’ products are not just about physical comfort but also emotional comfort during special periods.

Playful and Inviting Tone: The choice of words, such as “Cozy up” and “Wrap up warm,” contributes to a friendly and inviting tone. This resonates well with consumers, making the brand feel approachable and relatable.

Sustainability Focus: Though not explicitly stated in their headline, Allbirds is known for its commitment to sustainable practices. Again, the mention of “super natural” can subtly convey the use of natural and eco-friendly materials, appealing to environmentally conscious consumers as its visual depicts.

2. Casper

Clear Value Proposition: “Best mattress. Best price. Best day ever.” Casper’s UVP is clear and concise, focusing on three key elements: best mattress, best price, and best day ever. This straightforward approach immediately communicates the brand’s value.

Inclusive Offer: The mention of “up to 30% off everything” suggests a comprehensive and inclusive discount, creating a sense of a valuable deal for a wide range of products.

Quality Assurance: By declaring their mattress as the best, Casper is making a bold claim about the quality of their product, instilling confidence in potential customers.

Competitive Pricing: The emphasis on the best price positions Casper as a brand that not only offers quality but is also mindful of providing a competitive and attractive pricing strategy.

Positive Affirmation: The term “Best day ever” adds a touch of positivity and enthusiasm, creating an emotional connection and suggesting that buying from Casper will contribute to a great experience.

Urgency and Excitement: The use of words like “Best offer ever” and “Best day ever” creates a sense of urgency and excitement, motivating potential customers to take advantage of the promotion.

Discover: Know how you carry out effective brand audit for your brand

3. Warby Parker

Warby Parker’s UVP revolves around a risk-free trial by allowing its customers to “Try 5 frames at home, for free.” This reduces the hesitation their prospects may have about buying eyewear online without trying them on first.

Convenience and Flexibility: The offer emphasizes convenience and flexibility by bringing the trial experience directly to the customer’s home. This aligns with the modern consumer’s desire for seamless and personalized shopping experiences.

Free Trial Reinforcement: The repetition of “for free” reinforces the idea that there’s no cost or commitment associated with trying the frames, making it an enticing offer for potential customers.

Clear Call-to-Action: The CTA “Shop women, Shop men” offers a direct route for customers after they’ve tried the frames, guiding them to explore and make a purchase based on their preferences.

Gender-Specific Guidance: By categorizing frames into women and men, Warby Parker tailors the shopping experience, recognizing that eyewear preferences can be gender-specific.

Customer Empowerment: Offering the opportunity to try on frames at home empowers customers to make more informed decisions about their eyewear, contributing to a positive customer experience.

4. Upwork

Headline Clarity: The headline, “How work should work,” immediately communicates a move away from traditional work structures, suggesting a more modern and flexible approach.

Rejection of Old Rules: The Subheadline, “Forget the old rules,” positions Upwork as a platform challenging conventional employment norms, emphasizing a break from traditional constraints.

Immediate Access to Talent: “You can have the best people. Right now. Right here” communicates Upwork’s value proposition of offering immediate access to a pool of skilled professionals, challenging the notion that talent acquisition should be a time-consuming process.

Flexibility and Timeliness: The emphasis on “Right Now. Right Here” underscores the platform’s commitment to flexibility and immediacy, catering to businesses that may require quick and efficient access to specialized skills.

Empowerment of Businesses: The UVP positions Upwork as a tool that empowers businesses to access top talent on their terms, disrupting the traditional hiring process.

5. Quip

Headline: “How work should work.” It sets the tone for Quip’s UVP, suggesting a move away from traditional work structures and implying a more modern, efficient, and effective way of working.

Subheadline: “Quip helps sales teams accelerate business in real-time.” It communicates Quip’s focus on sales teams and highlights the platform’s capability to facilitate real-time business acceleration. This emphasizes the urgency and speed of operations.

Key Features: “Reimagine sales processes with embedded documents, live sales force data, and built-in collaboration.” This outlines specific features that differentiate Quip, including embedded documents, real-time sales force data, and collaboration tools. This suggests a comprehensive and integrated approach to sales processes.

Action-Oriented CTA: The call-to-action (CTA) is straightforward: “Learn more.” It encourages the audience to explore the platform further, indicating that there is more valuable information to discover.

Solutions for Sales Teams: The UVP is tailored to address the needs of sales teams, offering tools and features that specifically cater to the challenges and dynamics of sales processes.

6. Curology

Headline: “See yourself transform.” The headline is aspirational, suggesting Curology is not just about skincare but about personal transformation. It taps into the emotional aspect of improving one’s self-image through skincare.

Subheadline: “Personalized skincare designed to help you get results.” Communicates Curology’s focus on personalized skincare, indicating a tailored approach to addressing individual skin concerns. The emphasis on results suggests a commitment to delivering tangible improvements.

Key Statistics: “93% report effective, 5 Million+ treated, and 9K+ 5-star reviews.” These statistics serve as credibility indicators, reinforcing the effectiveness and popularity of Curology. The use of percentages, numbers, and reviews adds a quantitative dimension to their unique value proposition.

Evidence of Effectiveness: By stating “93% report effectiveness” and showcasing a large number of treated individuals, Curology offers evidence of its success in helping users achieve positive results.

Customer Testimonials: The inclusion of “9K+ 5-star reviews” further emphasizes positive user experiences, building trust and credibility.

7. Birchbox

Headline: “The beauty box you actually want.” The headline addresses a common challenge in subscription boxes — ensuring that the products included are genuinely desired by the customer. This sets Birchbox apart by emphasizing the personalized and desirable nature of its offerings.

Subheadline: “Every box, every time, starting at $17/month.” Communicates the subscription model’s affordability and consistency. The starting price of $17/month is mentioned, setting expectations for potential subscribers.

Actionable CTA: The call-to-action is clear and actionable: “Build your box.” This encourages immediate engagement and implies customization, suggesting that customers have the power to curate their beauty box.

Personalization and Customization: The use of “every box” and the CTA “Build your box” highlight Birchbox’s commitment to personalization. It suggests that customers can tailor their beauty boxes to their preferences, ensuring they receive products they truly want.

Transparent Pricing: The mention of the starting price provides transparency about the cost, making it clear to potential subscribers what they can expect in terms of financial commitment.

8. Dollar shave club

Headline: “If Santa shaved, he’d probably use one of these.” The headline injects humor and a festive element, connecting the brand to the holiday season. It suggests that Dollar Shave Club’s products are not only practical but also have a playful and seasonal appeal.

Subheadline: “Shop our holiday gifts including new handles and new additions to our electric line.” Communicates that Dollar Shave Club is offering holiday gifts, including new products. This subheadline positions the brand as a destination for holiday shopping, introducing the idea of gift-worthy items.

Actionable CTA: The call-to-action is clear and encourages immediate action: “Get gifting.” It prompts the audience to start their holiday shopping with Dollar Shave Club.

Product Variety: The mention of “new handles and new additions to our electric line” highlights the variety of products available. It suggests that Dollar Shave Club is not just about razors but also offers a range of grooming tools and electric products.

9. Huel

Headline: “Fast, Nutritious, Plant-based” The headline communicates three key attributes of Huel — speed, nutrition, and a plant-based focus. This sets the tone for the brand’s core values.

Subheadline: Huel is the no-prep meal that doesn’t compromise on your health. “Less time cooking, more time living“. It articulates the brand’s value proposition. The emphasis on “no-prep meal” suggests convenience and the commitment to not compromising on health highlights the nutritional aspect. 

The phrase “Less time cooking, More time living” reinforces the idea of time-saving and a healthier lifestyle.

Key attributes:

Fast: Indicates that Huel is a quick and convenient meal option, suitable for those with busy lifestyles.

Nutritious: Emphasizes the nutritional value, suggesting that Huel is not just convenient but also provides essential nutrients.

Plant-based: Appeals to individuals seeking plant-based or vegan meal options, aligning with the growing trend of plant-centric diets.

Lifestyle Focus: The sub-headline subtly shifts the focus from the product to the customer’s lifestyle, indicating that by choosing Huel, customers can free up time for other aspects of life.

Health-Conscious Message: The sub-headline reinforces the idea that Huel is a conscious choice for health without sacrificing convenience, targeting individuals who prioritize their well-being.

Bonus brand

Robert Bogere — Building Brands of Tomorrow Together

About the Headline: It depicts a collaborative brand-building

Subheadline: It illustrates comprehensive solutions for startups and SMEs

Key attributes:

Collaborative Approach: Partnering with you to create future-oriented brands.

Comprehensive Expertise: From creation to nurturing, covering all aspects of brand development.

Problem-Solving Focus: Identifying areas of improvement, addressing issues, and offering tailored solutions.

Personalized Solutions: Customized strategies to meet the unique needs of your brand.

Future-Focused: A forward-thinking perspective for brands that stand the test of time.

Why brands should consider me?

Comprehensive Expertise: Covering the entire brand lifecycle for startups and SMEs.

Collaborative Partnership: A partner in your brand-building journey.

Problem-Solving Orientation: Proactively addressing challenges for brand success.

Unique value proposition conclusion

Developing a compelling unique value proposition isn’t just a strategic exercise; it’s a commitment to delivering meaningful value and building an enduring brand.

Your unique value proposition serves as the North Star of your brand identity, directing strategy and setting your business apart from competitors.

Remember, key elements — headline, sub-headline, visuals, and a clear call to action — are paramount in this journey.

As you’ve seen the examples from emerging brands, simplicity, differentiation, and customer focus emerge as powerful tools. In this digital era, a well-crafted UVP is not only crucial but an ongoing journey to standing out.

Now, take a moment to reflect on your own brand’s unique value proposition. How does it align with the elements discussed above? Consider refining and improving your UVP to resonate more with your target audience. Your brand’s journey to clarity and differentiation awaits.