A value proposition is a statement that explains the benefits of a product or service to potential customers. It addresses how the product or service benefits customers, solves their problems, and has an advantage over competitors. A good value proposition distinguishes a company from competitors and communicates its unique selling points. It provides clarity and focus for internal teams and helps maintain a company’s competitive advantage. The purpose of a value proposition is to quickly communicate the benefits of a brand to customers, investors, and the market. A value proposition statement should be short, clear, and reflect the brand’s tone of voice. It should also include a call to action. A value proposition is different from slogans, which are shorter phrases designed to generate brand recognition, and taglines, which encapsulate the core message of a brand. Value propositions, slogans, and taglines all contribute to a brand’s image and promote its benefits or value. Writing a great value proposition statement involves revisiting the company’s mission, researching the target audience, analyzing competitors, and emphasizing differentiation.

source: What Is a Value Proposition and How to Write One