Value Proposition vs. Brand Voice: What’s the Difference and Why You Need Both
- kondellbusinessser
- May 20
- 3 min read
If you’re building a business or nonprofit in Ontario (or anywhere, really), it’s important to know not just what you offer, but how you talk about it. That’s where your value proposition and brand voice come in.
Think of your value proposition as the “why us?” It tells customers what makes your product or service special. Your brand voice is how you say it, it’s the personality of your business in words. Together, these two are the foundation of a solid brand strategy that helps you connect with the right audience and grow your business confidently.
What Is the Purpose of a Value Proposition?
A value proposition is a simple, clear statement that shows potential customers or investors exactly why they should choose you. It focuses on the benefits you deliver, not just the features of your service or product. If it’s strong, your audience will understand your value right away. If it’s weak or confusing, they’ll move on; no matter how great your business is.
Why It Matters:
It sets you apart from the competition
It helps attract your ideal customers
It gives you a clear, confident way to pitch your business
It can influence decisions from funders, investors, and partners
5 Steps to Create a Strong Value Proposition
Define Your Ideal Customer
Think about who you’re trying to reach. What do they care about? What problems are they trying to solve?
Match Your Benefits to Their Needs
Focus on results. How does your product or service make their life easier, faster, or better?
Be Specific and Clear
Avoid vague terms like “great service.” Use simple, direct language that shows real outcomes.
Highlight What Makes You Unique
Is it your story, your process, your approach, or your values? Tell them what sets you apart.
Test and Refine It. Share it with people you trust or your audience! Tweak the wording based on what clicks.
Gentle Reminder: Keep it short, sweet, and highlighting benefits. Think of it as your elevator pitch in one powerful sentence.
Example: McDonald’s Value Proposition & Brand Voice
McDonald’s keeps it simple: “Delicious, feel-good moments for everyone.” It’s not just about food, it’s about the experience. That’s a value proposition. Their brand voice is casual, family-friendly, and consistent. The same voice is carried from ads to Instagram posts.
Look at how they do it! Check out McDonald’s brand values here
What Is a Brand Voice?
Your brand voice is how your business speaks to people. Whether in emails, social media, your website, or brochures. It’s your business’s personality in words. It should feel the same across all platforms, and it should reflect your values and audience. Whether your vibe is professional, playful, or empowering. Make sure it's you.
Brand Voice vs. Brand Tone
Brand Voice = Your consistent personality
Brand Tone = Your mood in the moment (which can shift depending on the situation)
7 Steps to Build a Strong Brand Voice
Start with Your Mission & Values
Your voice should align with what your business stands for. If your mission is empowering others, your voice should reflect that strength and warmth.
Be Authentic
Talk like a human, not a robot. Use real language that feels natural for your audience and true to you.
Audit Your Current Voice
Review your website, socials, and emails. Is your messaging consistent? If not, it’s time for a refresh.
Know Your Audience
Are you speaking to entrepreneurs, families, teens, or professionals? Match their tone, needs, and expectations.
Create Buyer Personas
Build 2–3 sample profiles of your ideal customers. Think about their lifestyle, interests, and how they prefer to be spoken to.
Ask Your Audience
Want to know how people see your brand? Ask them! Send a quick survey or ask for feedback on your messaging.
Create a Brand Voice Style Guide
Document your brand personality, tone, key phrases, and writing style so your whole team can stay on-brand and consistent.
Time For You To Try
Your value proposition tells people what you do and why they should care. Your brand voice makes sure they hear you and feel connected.
Together, they’re key to building a business that’s not just seen, but remembered.
If you need help crafting your value proposition or brand voice, we’re here to help. Let’s make sure your message is clear, confident, and totally you.
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