In the simplest sense, a value proposition is what makes your offering uniquely attractive to potential users. Given all the things they can choose from to meet a need, solve a problem or fulfill a desire, what makes the option you’ve made singularly compelling.
Start with functional value propositions.
When faced with answering this question, most people intuitively think of the more “obvious” value their offering provides. Aspects of what it does that are tangible, observable, even measurable. In short, what it delivers and how those outcomes could be described.
My bras provide comfortable support. My logistics platform enables quick integration. My investment firm generates reliable returns. These are all statements on functional value propositions in their most basic form. My pearl jewelry offers organic symmetry.
This makes sense because it’s these kinds of visible, “functional” value propositions that attract a user to a market category or type of offering in the first place. And highlighting exactly what your offering delivers to meet their needs in a specifically attractive way is undoubtedly a great thing to explore along your naming journey.
For example, NeuroFlow, is a simple, prescription-only digital tool for tracking, assessing and managing your mental well-being. Here the word “neuro” is used to indicate something for the brain, while “flow” suggests ease of use. Said another way, NeuroFlow suggests a seamless way to connect with your mind.
Beyond the functional, to the emotional and experiential value propositions.
But the true scope of an offering’s value goes beyond functional outcomes to encompass both emotional and experiential worth.
“Emotional” value propositions are about how the user feels. They are statements on the positive psychological responses your offering creates. An emotional value proposition reflects how a user would complete the sentence “Wow! This makes me feel __________.” These can be more traditional emotions – things like “happy” or “surprised”. But more often they are what can more accurately be called an attitude or state of mind – “productive”, “attractive”, “inspired”, “focused”, “determined”, “motivated”, “welcomed”, “respected”, or “celebrated”.
An emotional value proposition articulates the exact kind of “good” your offering will allow users to feel. And they are extremely effective in motivating behaviors because they foreshadow an enhanced state of personal wellbeing.
“Experiential” value propositions are about how the engagement experience feels. They are a description of the atmosphere that surrounds the time a user spends interacting with an offering. An experiential value proposition reflects how a user would complete the sentence “Wow! This feels so ________!”. Possessing a subtle but important difference compared to their emotional counterparts, experiential value propositions are about describing “it” (the offering) vs. “them” (the users).
Experiential value propositions don’t focus on “performance” or “outcomes”, however. Rather, they bring an engagement environment to life in a way that makes a statement on that offering’s philosophy on what “excellence” should feel like.
Let’s look at some examples of names that celebrate emotional and experiential value propositions.
Heyday and Kindbody are great names built on emotional value propositions.
In terms of emotionally-focused names, let’s start with Heyday – a personalized skincare brand that promises to help you put your best face forward. Heyday is a name with multiple layers of emotional meaning.
For starters, the word “heyday” can be defined as “the period of a person’s or thing’s greatest success, popularity, or vigor”. As such, this name suggests all the wonderful emotions that accompany achievement, success, and fun. Additionally, the word can be broken apart into “hey day” – a two-word phrase suggesetiv of greeting each morning with confidence and optimism.
Then in a very different industry you will find Kindbody – a female led business offering an empathetic alternative to the usual fertility clinic. The company hopes to make women feel less intimidated by the fertility journey and more empowered to take control of their reproductive health. By reflecting the state of feeling respected, supported and embraced for who you are what your body needs, the name Kindbody brings and appropriately powerful emotional sensibility to this delicate area.
Attentive and Brightline celebrate their experiential value propositions.
In terms of experientially focused names, a good place to start is Attentive – a leader in “conversational commerce” offering SMS-led solutions to help businesses better manage relationships with their customers in real-time. Defined as “paying close attention to something” or “thoughtful for the welfare or comfort of others”, Attentive does a great job of portraying a customer support experience that comes across as alert, mindful, diligent and focused.
You also have Brightline – a behavioral health care solution to support children and their families as they navigate the “tough stuff”. In addition to having an aspirational message around a pathway towards a brighter future, Brightline telegraphs the experience of connecting as a family in a way that feels productive and optimistic.