June 10, 2024


Are you tasked with driving your company’s brand forward? Wouldn’t it be nice to take the lead and have your amazing customers follow? How can you advance your skills and performance faster than the industry keeps updating itself?

In 2024, businesses are facing a critical crossroads—a limited window of opportunity that necessitates deliberate action. Whether you’re an established brand looking to revitalize yourself or the next big idea trying to shake up the market, expertly honing your brand’s position and identity will strengthen your competitiveness and set you up for success.

hands-of-mature-female-designer-with-colour palette
Where to Start: We Propose a Proposition
What Is a Value Proposition?

A beacon in a sea of alternatives, that’s what! Just like a lighthouse guides ships safely through a storm, a captivating value proposition serves as a beacon amidst numerous options, leading customers to your brand. 

A value proposition is a concise statement that summarizes why a customer would buy your product or service. It describes what sets you apart from your competition and describes your brand’s benefits. 

For example, let’s take a look at Slack’s value proposition: “Make work life simpler, more pleasant and more productive.”

Make work life simpler, more pleasant, and more productive. Slack is the AI powered platform for work bringing all of your conversations, apps. and customers together in one place. Around the world, Slack is helping businesses of all sizes grow and send productivity through the roof"
Source: Slack

This value proposition is effective because it’s clear, compelling, and unique: it addresses the challenges faced by professionals (the who) and provides a uniquely valuable solution (the what and the why). In essence, it’s the perfect fit for anyone seeking a simpler, more enjoyable, and ultimately more productive work life.

How To Craft An Effective Value Proposition

When creating your value proposition statement, keep the following tips in mind: 

  1. Know Your Audience: Learn as much as you can about your customers.  What are their pain points? What’s keeping them up at night? Take these needs into account when you write your value proposition.
  2. Set yourself apart: Be different from everyone else. Highlight what sets you apart—whether it’s superior quality, unmatched convenience, or transformative experiences.
  3. Quantify Benefits: Make it clear what benefits customers will get or experience. Use numbers, percentages, or time frames to make your value tangible.
  4. Embrace Simplicity: Complexity breeds confusion. Keep your value proposition concise and easy to grasp.
Get Personal: Building a Strong Brand Identity

The next step is to ensure that your value proposition is reflective of your brand identity. In today’s competitive market, the relationship between brand positioning and brand identity is crucial for building a resilient and leading brand. Brand positioning defines the unique place your brand occupies in the minds of consumers, distinguishing it from competitors through clear value propositions and targeted messaging. Meanwhile, brand identity encapsulates your brand’s visual and emotional aspects, including logos, colours, and tone of voice, that create a memorable and cohesive brand experience.

Let’s go over why developing a strong brand identity matters, and how it can help strengthen your overall brand image. 

Why Brand Identity Matters

Your brand identity is more than just a logo or colour palette. It’s the soul of your organization—the sum of perceptions, emotions, and experiences associated with your brand. A strong brand identity fosters trust, loyalty, and recognition. 

Steps to Strengthen Your Brand Identity
  1. Define Your Core Values: What does your brand stand for? Identify your core values and weave them into every aspect of your business.
  2. Visual Consistency: From your website to social media profiles, maintain visual consistency. Use consistent fonts, colours, and imagery. 
  3. Storytelling: Narratives resonate. Share your brand’s story—its origins, struggles, and triumphs. Connect emotionally with your audience.
  4. Employee Alignment: Your team embodies your brand. Ensure they understand and live its values.

When a brand’s positioning and identity are aligned, they reinforce each other, creating a powerful, consistent brand presence that resonates deeply with the target audience. This alignment not only fosters trust and loyalty but also ensures the brand stands out and remains relevant in a dynamic marketplace. And if that doesn’t sound compelling enough, a Lucidpress study found that companies with consistent branding can see up to a 33% increase in revenue. Talk about bang for your buck.  

By investing in both strong brand positioning and a compelling brand identity, businesses can cultivate a brand that not only attracts but also retains customers, leading to sustained market leadership and success.

Canadian Brands that Lead

To illustrate how to build a strong brand image through the integration of value propositions and brand identities, let’s look at a few examples from the Canadian market.

Canada Goose
woman and man in Canada Goose white jackets
Source: Canada Goose

Value Proposition: Canada Goose has established a name linked to exceptional quality and severe weather protection. Its value proposition appeals to consumers looking for performance-driven clothing for colder climes by stressing workmanship, usefulness, and authenticity.

Brand Identity: The concept of adventure and discovery forms the foundation of Canada Goose’s Brand Identity. The company skillfully relates its history in the Arctic of Canada and its dedication to creating the best apparel possible. Its famous red, white and blue logo, together with its use of premium materials and meticulous product design, all demonstrate its visual consistency. Through its “Out There” campaign, which tells actual accounts of people pushing the boundaries of discovery while donning Canada Goose apparel, the company also tells stories.

The strong synergy between Canada Goose’s brand positioning and identity has allowed them to help navigate negative media coverage. No stranger to controversy, the label has come under scrutiny several times over the years for its contentious use of animal-derived materials, especially coyote fur. Recently, PETA awarded Canada Goose with a 2023 PETA Fashion Award for a winter coat made with Tencel biodegradable fibre. 

Tim Hortons
tim hortons cup with the text "#alwaysfresh"
Source: Tim Hortons Facebook

Value Proposition: Tim Hortons is renowned for its dedication to offering freshly brewed coffee and baked items at reasonable costs, stressing familiarity and convenience. Its value proposition centres on providing a warm and inviting setting where patrons may swiftly and reasonably enjoy good coffee and meals.

Brand Identity: The communities and culture of Canada are fundamental to Tim Hortons’ brand identity. The company bills itself as a gathering spot for Canadians to get together for study sessions, quick bites with friends, or morning coffee runs. Through its well-known red colour palette and the use of amiable and welcoming images in both advertising and retail design, Tim Hortons preserves visual consistency.

In action: In a recent review of Tim Hortons’ addition of pizza to its menu, writers for Mobile Syrup summarized the authentic Tim Hortons experience: “Like everyone else in Canada, I had low expectations for Tim Hortons’ pizza, but to my surprise, it’s… not bad?… In fact, it’s really not that bad at all.”

a WestJet plane flying over a daytime city skyline
Source: WestJet

Value Proposition: WestJet bills itself as a customer-focused airline that provides exceptional travel experiences, affordable tickets, and amiable service. Its value proposition places a strong focus on dependability, price, and a kind, compassionate customer service.

Brand Identity: WestJet’s brand identity is centred on promoting a feeling of community and unforgettable travel experiences. Through programs like WestJet Cares for Kids and its yearly Christmas Miracle campaigns, which highlight deeds of compassion and goodwill, the company conveys its narrative. WestJet keeps visual coherence in social media and advertising by using a funny, friendly brand voice and a teal and blue colour scheme.

In action: WestJet’s Greg Plata recently explained the secret of their brand success: “Stay true to who you are as a brand, and understand that it takes time. These things don’t happen overnight, and there are a lot of moving pieces when it comes to creating content. There needs to be consistency in your messaging and a platform to stand on and take ownership of your positioning in the market. Do one thing, and do it well – then look to build off of that.”

Canadian Tire
a group of childen and adults in winter gear in front of a Canadian flag
Source: Canadian Tire Facebook

Value Proposition: Offering a large selection of products at affordable costs, Canadian Tire bills itself as a one-stop shop for everything automotive, home, and leisure. Its value offer meets the demands of Canadian families by highlighting dependability, affordability, and convenience.

Brand Identity: Canadian Tire’s brand identity is based on its Canadian history and standing as a reliable retailer. Through recognizable Canadian iconography, including in its “We All Play for Canada” advertising, which honours Canadian values and customs, the company communicates its narrative. Canadian Tire keeps visual consistency throughout all advertising and branding materials by using the recognizable triangle emblem and its well-known red and green colour scheme.

In action: Canadian Tire’s commitment to making data-driven decisions to serve Canadians set the retailer up for success before the COVID-19 pandemic. It launched online pick-up kiosks in select stores in late 2018, where customers could order items online and then retrieve those purchases in-store at their convenience. It also got into the competitive home delivery game in 2017 in a bid to compete against American giants, such as Amazon and Walmart.

Seizing the Moment

These companies have established themselves as leaders, and it’s not by coincidence–it’s intentional and specific. In each case, the strong and synergistic focus on value proposition and brand identity has set them apart in the market and established enduring relationships with their customers for years to come.

With the rise of automated customer interactions, it’s important now more than ever to ensure consistent branding across all channels. Seize this narrow window of opportunity before the clarity you need is even further away. Giant Shoe Creative Agency can not only develop a remarkable brand for you but also manage and execute it as your company grows.  

Book Giant Shoe Creative Agency to guide your journey. You can rely on our knowledge of value propositions and brand identity to help your business succeed in 2024 and beyond. 

Let’s create a legacy together! 

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