Value Proposition v Mission Statement v Company Slogan v and Company Strapline

Reggie James
3 min readApr 3, 2023

What’s the most important — where do you start?

I often get asked, what’s more important? A Value Proposition, a Mission Statement, Company Slogan, or a Company Strapline?

Well, they are all important elements of a business’s branding and messaging. They help customers understand or build a picture of the company they may be looking to work with, compared to their competition.

But before I address the question, let’s look at each of these areas in short, sharp readable chunks. So here’s a brief overview of what each one means:

Value Proposition

A value proposition is a statement that describes the unique benefit that a product or service provides to its customers. It’s a promise that a business makes to its customers about the value they will receive by using their product or service. A value proposition should be clear, concise, and focused on the customer’s needs.

Mission Statement

A mission statement is a statement that defines the purpose of a business. It’s a broad statement that explains why a company exists and what it hopes to achieve. A mission statement should be inspiring, concise, and focused on the company’s long-term goals.

Company Slogan

A company slogan is a short phrase that captures the essence of a business’s brand. It’s often used in advertising and marketing campaigns to create brand recognition and awareness. A slogan should be catchy, memorable, and reflective of the company’s values and personality.

Company Strapline

A company strapline is similar to a slogan, but it’s typically longer and more descriptive. It’s a phrase that communicates the key benefits and features of a product or service. A strapline should be clear, concise, and focused on the customer’s needs.

What is the most important

Out of these four, a Value Proposition is considered the most important because it directly addresses the customer’s needs and provides a clear and compelling reason to choose your product or service over the competition.

A strong value proposition can help a business differentiate itself in a crowded market, attract new customers, and retain existing ones.

The interesting thing is, that most companies have created a slogan or strapline without really thinking about the core elements of a Value Proposition. Though there a number of strands to getting the Value Proposition right, the 3 areas to focus on are:

What is the problem they solve?

Who do they solve it for?

Why they are the best to solve it?

A Mission Statement, Company Slogan, and Company Strapline are also important, but they are more focused on creating a brand image and building brand recognition.

In many ways, Mission Statement, Company Slogan, and Company Strapline can only truly be achieved once the Value Proposition has been defined.

This article was first published by Reggie James at Digital Clarity. You can see the original, by clicking here.

--

--

Reggie James

Reggie James is a seasoned internet marketing strategist. his vast experience has helped shape countless organisations through the last 25 years.