Nmblr Edge Step 4: Why Choose Us?
Purpose of this step: Building out the 'why choose us' is critical because it clarifies and communicates your brand’s unique value, ensuring your target audience understands not just what you offer, but why you are the best choice for them.
In a crowded market, this is what sets you apart, drives preference, and builds loyalty. By combining 'what it is' with 'why choose us', you make your value proposition more focused, ensuring every element directly supports your differentiation and relevance.
How to come up with different ‘why choose us’ possibilities:
- Possible emotional benefits that resonates with the ‘Who it is for’
- Encourage the team to offer up ideas for how your brand makes the customer feel or what emotional reward it delivers (e.g., peace of mind, empowerment, pride).
- This is the 'heart' of your positioning, creating a strong connection that drives behaviour.
- Possible functional benefits
- Clearly state the tangible, practical advantage your brand provides ie what it helps the key stakeholder’s do or achieve.
- This is the 'head' of your positioning, answering the rational question: 'What do I get?'
- Possible reasons to believe
- Brainstorm the possible ‘message pillars’ that support the emotional and functional benefits.
- Select two to three that ladder up to the functional and emotional benefits.
- These make your brand promise (functional and emotional benefit) believable and trustworthy.
- Possible ‘frames of reference’
- When you reflect on the emotional, functional and reasons to believe, these summarise what the brand should stand for.
- Use the key statement on the right hand side to finalise the positioning idea
- This ensures cohesion and relevance across ‘who it is for, what it is and why choose us’.
- Make sure each element logically flows from the core insight and is tightly aligned with your target audience’s needs and motivations.
- Review your 'why choose us' to ensure it is clear, memorable, and actionable.