Value Proposition and Branding Package

VALUE PROPOSITION | BRANDING STATEMENT CONSTRUCTION

Pulling together a concise statement that lets your listener know exactly who you are and your ability to assist them can be a daunting task. We help you effectively identify your brand and how to position yourself in the marketplace.  We assist clients to create value propositions / branding statements that answer the the opening statement at so many interviews: "Tell me about yourself"    

Includes questionnaire review, skills and strengths assessment, industry and target identification, achievement stories.

What a value proposition actually is

One or two sentences that tell a listener who you are and what you can do for them, in language they would use themselves. It is the answer to the opening line of nearly every senior interview: tell me about yourself.

Most executives answer that question with a chronology. The chronology is not the answer. The answer is the argument, and the chronology is only evidence for it.

Why this comes before the documents

Because a resume, a LinkedIn profile and a spoken introduction are three expressions of one proposition. Written before the proposition exists, each is a slightly different guess, and the inconsistency is visible to anyone comparing them.

Settle it first and everything downstream gets faster and more coherent. This is the step people most often skip, and most often have to come back to.

How it gets built

From your own material rather than a template. What you have repeatedly been hired to fix, what changed because you were there, and which of those things the market you are targeting actually pays for.

The output is short, which is deceptive. Getting to two defensible sentences takes real work, and most of the value is in what gets discarded.

• A proposition you would actually say out loud
• The evidence that supports it, ready to use in interviews
• A consistent version for your resume, profile and introduction
• Language drawn from your target market, not your last employer
• A clear answer to tell me about yourself

Where it gets used

Everywhere. The opening of an interview, the summary on your resume, your LinkedIn profile, a networking conversation, and the sentence someone else uses to describe you when you are not in the room.

That last one is the real test. You cannot control it, but a clear proposition makes it far more likely to be the sentence you would have chosen.