Hi, I’m Elise, a web strategist here at TinyFrog and I want to talk about a few key pieces of content that are related to your business and your website. If you’ve ever been through a marketing or a branding exercise you’ve probably heard of the terms ‘Brand Mission’, ‘Value Proposition’ and ‘Core Competencies.’ But what do these actually mean and how do they relate to your website?
I want to spend a moment defining each of them so that you have a sense of how you can come up with them for your own business and how you can make sure that they’re represented effectively on your website.
So, let’s start with Brand Mission. This is a statement that defines the purpose, the background and the values of your business as a whole. In other words, this is the foundation of almost everything that you do as a business and so it can keep you on track and make sure that the services and the team always align with your Brand Mission altogether. To define this, ask yourself why you started your company in the first place and what you want to be known for. Understanding those can really help you come up with a solidified Brand Mission for your company.
The next item is what we call the Web-Based Value Proposition. This is a really quick summary of who you are, what you offer and who you offer that for. It’s almost a condensed version of the elevator pitch that so many of us go through when we’re trying to find a new job and having one for your company is a really good way to clearly define and articulate what you offer within your industry. You can also use this statement to bring in some of the benefits of your company.
So, an example of a value proposition could be Personalized Wealth Management Services for young families. This hits all of those key components. It shows you what the company does, who they do it for and it starts to introduce the benefit of personalized and so it helps the company stand out a little bit more compared to others in the industry.
Your value proposition should be introduced from the very start of your website. We like to have it live in what we call the ‘hero section’, which is the section that is visible before somebody starts to scroll down the page. So, we would recommend having that really clear and simple statement up at the top of your site and then expanding on it throughout the rest of your website’s content.
The third component is your Core Competencies, which can actually be broken into two parts. The first is having an understanding of what your ideal clients want or need most. What problem are they trying to solve or gap are they trying to fill? What goals are top of mind for them? Then the second component is answering that by showing what you do and how you do it better than some of their alternatives in the industry. So you want to understand the goals that they have and by understanding that you can show that your services are the solution to those goals.
Some examples of this could be the unique experience or specialties or skills that your team brings to the table compared to alternatives. It could also be your time in the industry or the specific industry that you serve. Maybe you offer something that’s more specialized or specific compared to other competitors. There may be a few different options for your core competencies but there’s definitely something that only you offer and it’s really important that you lay that out on your website and throughout your content.
Together all three of these components answer the key question that’s on everyone’s mind as they’re navigating your website which is “Why should I choose you?”. If you have these three components defined and clearly laid out and answered throughout your content, people are going to recognize the value that you bring to the table and what’s unique about your company compared to other competitors they may be looking at as well.
Use these components as the foundation of your content, not only on your website, but in your marketing collateral as well. We want to make sure that your messaging is consistent across all platforms and that all of your content is being used to show why you’re the right fit to help your clients. If you want any help defining these components or integrating them into your website’s content, we’re happy to work through the process with you. Thanks!
