Are you a marketer in an integrator or managed security services provider tasked with creating compelling value propositions targeting CISOs, CIOs, and CTOs? In today’s noisy landscape, standing out from the crowd is challenging yet more important than ever. Your value proposition is a key element that sets you apart and communicates the unique benefits your company offers to your customers. Let’s explore how to craft a compelling value proposition and build an ethical brand that resonates with your audience.

Brand vs. Value Proposition

Tip 1: Start with your value proposition.

People often confuse a brand with a value proposition. While both are crucial, it’s important to start with your value proposition. A brand is an intangible concept that helps people identify a company, product, or individual. It’s more than just a logo or a name; it’s the overall perception and emotional connection that people have with your business.

A value proposition, on the other hand, is a clear statement that identifies the benefits a customer will receive by choosing your product or service. It’s a practical tool used to communicate your unique value to both internal and external audiences through various types of content, such as web pages, brochures, blog posts, infographics, videos, and illustrations.

The Bain Elements of Value Pyramid

Tip 2: Use the Bain model for inspiration.

According to Bain & Company, products and services deliver fundamental elements of value that address four kinds of needs: functional, emotional, life-changing, and social impact. These elements can be translated into your organisation’s value proposition and communicated effectively to your customers and stakeholders. You can explore the Bain model in more detail here. This is a handy tool for inspiration and reminding us that we are writing for fellow humans.

Building an Ethical Brand

Tip 3: Align with the UN SDGs.

Today, procurement teams and clients are looking for ethical and sustainable business partners. This is an important consideration for your value proposition. The United Nations’ Sustainable Development Goals (UN SDGs) provide a framework for businesses to make a positive impact across their supply chains. It’s important to ensure that your sustainability efforts are credible and have integrity to avoid accusations of greenwashing. You can look at the UN SDGs here and capture how your company aligns. Creating a web page with a summary is a great credibility resource.

Examples:

• Building personal relationships with suppliers to ensure fair prices and sustainable practices.
• Paying employees above the living wage and providing opportunities for training and development.
• Implementing non-discriminatory hiring policies and promoting gender equality.
• Using renewable energy sources and reducing plastic waste.
• Committing to carbon neutrality and promoting biodiversity.

Types of Value Propositions

Tip 4: Differentiate between organisational and specific offer propositions.

For integrators and managed security services providers working with cybersecurity vendors like Palo Alto Networks, Fortinet, and others, it’s crucial to think about both your organisational value proposition and specific offer propositions. Here are some tailored insights:

• Organisational Value Proposition: Highlight how your company addresses the broader needs of the market, such as enhancing overall security posture, reducing risk, and ensuring compliance with industry standards.
• Specific Offer Proposition: Focus on the unique benefits of your specific services. For example, emphasise your expertise in integrating advanced cybersecurity solutions from vendors like Palo Alto Networks and Fortinet, and how you provide comprehensive managed security services.
• Role of Cybersecurity Vendors: Emphasise how these vendors fit into the larger ecosystem. They provide essential tools and services that help organisations protect their data, manage risks, and comply with regulations. Your value propositions should clearly communicate how you integrate these solutions to solve specific pain points and deliver measurable benefits.

Standing Out from the Crowd

Tip 5: Reflect on what makes your organisation unique.

To effectively reach your audience, it’s important to segment the market and target the most attractive segments. Then walk in that target market’s shoes and reflect on what makes your organisation truly unique. Generally, it’s not one thing, so consider these questions:

• People: What qualifications and experience do your team members have that set them apart?
• Process: How do you deliver your services? Are there specific checklists, blueprints, or methods that make your delivery unique?
• Products/Services: What makes your products or services different in terms of taste, quality, or sustainability? What about your relationships with cyber vendors or unique IP you’ve developed?
• Culture: What is unique about your organisational culture? Do you prioritise customer service, low cost, or another value?
• Pricing: How do you charge customers? Do you offer low-cost options, premium services, pay-as-you-go models, or pricing based on business outcomes?

Example: McDonald’s

To illustrate these points, let’s look at an example unrelated to cybersecurity but one we all know – McDonald’s:

• People: McDonald’s employees are known for their speed, efficiency, and friendly service, often trained through structured programmes like Hamburger University.
• Process: McDonald’s has a highly standardised and efficient process for preparing and delivering food, ensuring consistency across all locations.
• Products/Services: McDonald’s products deliver consistent taste and quality worldwide, with a focus on sustainability through responsible sourcing.
• Culture: McDonald’s has a strong customer-first culture, providing fast, reliable service at a low cost.
• Pricing: McDonald’s offers affordable pricing with a value-based menu, including premium items for customers seeking a more upscale fast-food experience.

Why, How, and What

Tip 6: Develop your elevator pitch.

Reflect on the main client challenge your organisation focuses on, how you deliver solutions, and the impact you provide for your customers. This is your elevator pitch. Here is an example for McDonald’s:

• Why: Addressing the demand for fast, affordable meals that align with consumer preferences for healthier, ethical choices.
• How: Offering low-cost, quick-serve meals with healthy options and a focus on sustainable sourcing.
• What: Delivering convenient, affordable meals that taste good while catering to ethical and health-conscious preferences.

Continuous Improvement

Tip 7: Regularly evaluate and refine your approach.

Reflecting on the above, consider these questions for ongoing improvement:

• What is the ethical/environmental part of your value proposition story?
• Which of the Bain needs do your clients most relate to?
• Could you segment and target your customers differently?
• Would you change your value proposition to make it more unique?
• Could you improve your online presence to reflect a more unique value proposition?

Some of these questions can seem straight forward but when we take the time to stand back and test our answers there is always scope for improvement. By continuously evaluating and refining your approach, you can ensure that your brand remains relevant and compelling in a constantly evolving market.