Most effective websites, pitch decks, and sales presentations have a clear value statement on page one. The title is usually the company, project, product, or service name; the subtitle is the value statement.

The objective is to help your audience know quickly “what's in it for them.” As people's attention span gets shorter, clear value statements become even more important.

While the idea is simple, you would be surprised how many new startups and businesses still don't have a clear value statement.

Here are some tips to help you choose the best value statement.

Branding vs. Marketing

First, start by defining your objective. Are you creating a value statement for branding or marketing purposes?

Branding focuses on your business's personality and reputation. It's a long-term process where people initially judge you by your appearance—your visual identity, products, and communication tools. Over time, they'll assess you based on your promises and how well you deliver on them, eventually forming an opinion based on their experiences with you. Branding involves creating consistency in your logo, colors, fonts, and marketing communication tools to tell the market, “This is who we are, what we stand for, and what we promise to deliver.”

Marketing, on the other hand, is about driving sales. It's less about reputation and more about convincing someone to do business with you. Marketing activities include advertising, creating special offers, lead magnets, and any content to drive sales. The goal is to attract buyers and close the sale.

While branding and marketing are different, they are related and often overlap, which can make crafting value statements confusing.

Let's break down some key terms to clarify their use.

Tagline vs. Slogan

Taglines vs. Slogans

Though often used interchangeably, taglines and slogans serve different purposes:

  • Tagline: A long-term catchphrase associated with your brand, such as Nike's “Just Do It.” It represents the brand as a whole.
  • Slogan: A short-term catchphrase used for specific advertising and marketing campaigns.

While a company might have one tagline for the entire brand, it can have multiple slogans for various divisions, products, and services.

Short, vague taglines like Nike's “Just Do It” can work for big, established brands. That's because they have a large marketing budget to ensure their message is widespread. However, new and small businesses on a tight budget don't have the time or finances to experiment with vague statements. They must focus on the fastest way to help the market understand what they do.

That's why it is better to focus on creating longer and clearer statements instead.


Unique Value Proposition (UVP) vs. Unique Selling Proposition (USP)

These terms are often confused but have distinct purposes:

  • Unique Value Proposition (UVP): A statement about the results people can expect from using your products or services. It's used for branding and can apply to your entire company or individual products.
  • Unique Selling Proposition (USP): A statement that conveys how your solutions are different or better than other options on the market and is usually used for marketing and sales.

Despite their differences, UVP and USP can be used interchangeably in some cases, especially when what you offer also makes you unique.

Creating Effective Value Statements

Focusing on a UVP or USP is a more practical approach. These statements tell your audience “what's in it for them,” making communicating your value easier. Once you have a budget, you can experiment with short, catchy taglines and slogans.

Tips for Crafting Value Statements

  • Clarity Over Creativity: Ensure your audience easily understands your message. A clear value statement is more effective than a creative but vague one.
  • Understand Your Purpose: Determine if your statement is for branding or marketing.
  • Experiment and Refine: Start with a clear UVP or USP and refine as you gather feedback and build your brand.
Pitch Deck Value Statements

By following these tips and understanding the nuances between different types of statements, you can create compelling value statements for your solutions.

If you need further assistance or guidance in refining your pitch deck strategy, content, and design, we are here to help.

Book a call to review your project needs.