Optimised, Engaging Brands

Customer Value Proposition (CVP)

Value propositions (EVP and CVP) remain important elements of any business model, mostly for the appeal and influence they do have upon both your teams’ and customers’ decision-making drivers.   

Specifically, customer value propositions involve intimately understanding what customers really want – what their problem is, how your company (or product) uniquely provides this solution. 

The Higher Mix team members have been directly involved in developing value propositions EVP and CVP for over 15 years.


Customers need compelling reasons to change their behaviour.  Putting it plainly, if product or service isn’t important to what the customers do, or doesn’t eliminate some sort of pain-point (even provide a massive benefit in some way to them) then chances are, it is back to the drawing board because clearly there’s a weak CVP.

In developing value propositions, importantly you need to move beyond features; commodity benefits even, to get deep down to the WHY – identifying real ’emotional’ benefit your company or product delivers to its customers / consumers/ teams. 

Crafting Powerful Customer Value Propositions:  

  • We help to redevelop value propositions; market offers
  • Link CVP and EVP to unforgettable experiential experiences
  • Strategy to deliver superior value to customers, teams, candidates 
  • Competitive positioning?  Just how your brand compares with similar competitor offerings?
  • Identify incremental value, lifting your business ‘above the pack’
  • Ascertain/ overcome underlying reasons for lack of success in a business
  • Brand promise (how your service or product will make peoples’ lives better?)
  • Clear positioning statements (as an internal guide) 
  • Compelling narratives portrayed externally and internally.

Creating a Positioning Statement

Positioning statements explain how your product solves certain customers’ problems, improving their situations (relevancy), delivering very specific benefits (quantified value) and informing the ideal customer/s just why they should be buying from you – and not from the competition (differentiation).

With several essential elements to a best-in-class positioning statement – why not Contact Us for more details.