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How to Create Customer Value Proposition to Accelerate Growth?

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18th May, 2022
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How to Create Customer Value Proposition to Accelerate Growth?

Surviving in a competitive market is no child’s play when each brand is driven to chase the leading position, and value proposition is the core factor contributing to its success or failure. To create a unique persona in the market, a brand must extend values that separate it from other competitors. Whether you own a large-scale business or work on your start-up’s initial levels, creating a clear customer value proposition is necessary to communicate the unique flair that makes your business stand out. 

A customer value proposition involves creating a unique persona delivering several features a prospect expects from the brand. Think of it as a summary for your business, and make it as straightforward as possible, targeting the right demographic to deploy effective marketing strategies further. Customer value proposition takes several unique brand points under consideration and curates a straightforward narrative directed towards prospect conversion. 

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But what features should be considered and added to the customer value proposition to make it unique, informative, and compelling? 

We are here to help you create a customer value proposition following a few simple steps for creating a winning proposition towards accelerated growth!

What is Customer Value Proposition?

Customer value proposition, in simple terms, is a list of benefits extended by a brand to its customers as a return for their payment and valuable engagement. Unlike any slogan or tagline, customer value proposition reflects honest, easy-to-understand reasons why a prospect must opt for your service over competitors. A customer value proposition is created with compelling, relevant elements of a business, giving a glance at your business and the kind of service you promise. 

Customer value proposition presents differentiation factors, which are significant for businesses to make a unique image in the market and provide the exact value through their products or service. Therefore, CVP is not simply an aesthetic addition to the website but helps prospects to have sufficient information in the form of directly conveyed concrete results a customer can expect from the brand. 

Customer Value Proposition Example: Apple’s customer value proposition is its unique experience. The phone, through the years, has followed the commitment of elegant, sleek design, different from any other brand. Even after the arrival of hundreds of competitors with broader screens, added features, etc., Apple’s CVP “more than a collection of features” persisted through the years.

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Essential Elements of Customer Value Proposition

Before creating your customer value proposition, understand its essentials to set it apart from your regular tagline or slogans. 

Here are some of the key points your brand’s CVP must-have:

  • Precision: No one likes complex, ambiguous language, especially a customer seeking services. Maintain clarity in the curated CVP.
  • Concrete results: Your CVP must clearly deliver the exact results your brand aims to offer.
  • Honest: Do not hype or claim false results – honesty is the key.
  • Easy to consume: Comprehensible language with zero-jargons, the CVP must not be lengthy at all. Try to keep it precise and crisp. 

Get Started Creating Customer Value Proposition

After knowing the essentials of your customer value proposition, here’s how you can create a valuable customer value proposition design to accelerate your growth.

  • The Headline: The headline is the first thing the customer spots to learn about the company’s returns. Make it short, relevant, and creative. 
  • Subheadline or a brief Paragraph: This is a significant section to narrate the exact ambitions of your brand. Reflect what you offer, who you offer, why one must choose it, and how it is different from others using its unique point.
  • A visual element: Image speaks louder than words, so, instead of wasting time on writing long texts, include creative media elements like pictures, videos, or infographics. Ensure that they are equally informative and creative to influence the customer directly.

What Not to add to your Customer Value Proposition?

While knowing the essentials can help you attract a significant amount of traffic, knowing what not to add can further improve it. There are various aspects people overlook while curating CVP. Besides adding essentials, try to steer clear of the common mistakes to keep the CVP relevant for your target audience. 

Here are a few tips for what NOT to do in your CVP:

  • Ambiguous customer base: Knowing your target customer base is crucial for CVP. Research your target audience and create separate CVPs for different buyer personas.
  • Using Jargons: Jargons hardly ever make a CVP compelling if the target audience fails to comprehend it. Use simple but professional language. Let people clearly understand your CVP.
  • Popular features: Higher competition will need you to create unique CVPs. Do not give in to the trending features to highlight them solely. Your brand must show how it’s different from others.
  • Catchphrase: Value proposition headlines can be catchy, but the entire CVP does not have to replicate a slogan. Narrate the brand values or offered results through it.

Benefits of Creating a Customer Value Proposition

A customer value proposition is the first step towards convincing customers to try your services. Without any marketing technique or vision, this segment introduces customers to their product providing the result in a compelling way. CVPs highlight unique points compared to market competitions giving them a competitive advantage. Providing efficient CVP is a sure-shot way to target the right customers and accelerate growth!

Courses to Fuel your Skill Set

Creating a winning CVP will reward you only if you own a strong resume with valuable credentials. upGrad’s Project Management Professional (PMP) Certification Course can be that addition to bring you countless opportunities! The program is created under industry professionals, providing industry-relevant topics, projects, and case studies to equip learners with up-to-date knowledge. 

The certification training program is dedicated to learners hoping to upskill themselves with a project management course curriculum for better industry opportunities and an improved understanding of the domain. 

Visit upGrad to learn more!


A customer value proposition can be perceived as the face of a brand, conveying its beliefs, services, values that make it stand a class apart. Creating a winning CVP depends on your understanding of the idea, key points, customer behavior, and what is most likely to align with their wants and needs. Most people visit 3-4 places before making a purchase. Let your CVP speak for your service, so add as many unique, compelling points as you can, maintain precision, and customer attention is all yours!


Karan Raturi

Blog Author
Karan Raturi is the General Manager of upGrad North America. He has also led various finance, strategy, and operations teams at Wayfair, Kurt Salmon, and IBM.
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