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A lot of customers will find buying a product from a brand isn't a random choice. A lot of customers research a brand's offering, how they're different from competitors, and thoroughly understand a product before adding it to their shopping cart. Another reason that customers complete a purchase? A brand's value proposition.

Ahead, we'll dive deep into what a value proposition is, how it differs from a vision statement or brand slogan, and the essential elements that you must consider to craft your unique value message.