The world has changed. Of course people still care about your products/services and all the specs they include, these are needed to solve their problems. But there is something much deeper at play here. Customers choose companies that they feel give “something extra”. This “something extra” is called Value Creation, and it is a central part of branding, marketing and business development.

Value creation is simply the process of creating or adding value to the lives of others. And in terms of a brand, this goes through products and services. By creating value, you’re building up something that will bring joy and meaning to people’s lives. The effect will be that customers will make decisions based on how they feel about your brand. Not rational decision-making which only focuses on benefits and can be compared to any competitor. Value Creation can not be compared!

Whether you know it or not, it already exists in your products/services, embedded in your messages, presentations, and in your culture. It is an overarching profit that anyone in contact with your brand automatically receives. Knowing this value together with products/services, creates a powerful combination that attracts customers and keeps them loyal to your brand. A clear Value Creation helps structure your entire brand purpose making everything from your business idea to your mission and vision work together.  

For business development, value creation helps bring the focus away from product-based development and creates a playing field that is more holistic. Knowing what value you create makes it easier to step into other fields, collaborations, and create new services, products, or offerings.