A strong value proposition is critical for any tech company aiming to stand out in a crowded market space.
The best propositions succinctly communicate why a customer should choose your product or service over another, highlighting the unique benefits and addressing specific needs. If an audience has the question in their minds, “Why do I need this brand?”, then a value proposition should be the answer.
Strong propositions target the intended audiences, focus on solving a problem or fulfilling a need and also help to connect with prospective customers on a deeper level. Here are nine of our favourite tech value propositions that have effectively captured their market and driven business success:
#1 Slack
“Make work life simpler, more pleasant and more productive.
Slack is the AI-powered platform for work, bringing all your conversations, apps and customers together in one place. Around the world, Slack is helping businesses of all sizes to grow and send productivity through the roof.”
Slack’s proposition opens up with a memorable line which taps into both the emotive and functional qualities of using the platform, being happier and getting more work done. It also then expertly positions the brand as the best solution for a wide range of users all over the world who are united by a common need for ease and connectivity.
#2 Uber
“Tap the app, get a ride
Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.”
Uber’s proposition goes all in on simplicity, letting audiences know that their ride can be a simple tap away whilst also highlighting there’s no need for cash, solving two of the most common issues with traditional taxis. They also subtly help audiences to self-identify, and feel intelligent when using the app by labelling it as “the smartest way to get around.” Bravo Uber
#3 iPhone
“Why there’s nothing quite like iPhone.
Every iPhone we’ve made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.”
Apple takes its core (sorry could resist) beliefs and puts them front and centre in this proposition. They believe that all technology should be “simple, beautiful, and magical to use.” This emotive language is sure to resonate with all potential users, helping them to connect the brand and product, whilst also clearly showing their value in a way which differentiates them from the competition.
#4 Duolingo
“Learn a new language with the world’s most-downloaded education app!
Duolingo is the fun, free app for learning 40+ languages through quick, bite-sized lessons. Practice speaking, reading, listening, and writing to build your vocabulary and grammar skills.”
Whilst not a move that every brand can pull off, highlighting that you are the most popular product or service in your field is certainly one way of presenting social proof to your audiences. This proposition also directly tackles 3 of the main problems associated with learning a new language, which are cost, time and boredom, by stating that the app is free, fast and fun. A highly effective prop.
#5 FreshBooks
“Accounting Software Built for Owners, and Their Clients
Balancing your books, client relationships, and business isn’t easy. FreshBooks gives you the info and time you need to focus on your big picture–your business, team, and clients.”
FreshBooks instantly demonstrates that they understand the challenges that small business owners face when trying to balance their books on top of all their other responsibilities. This proposition shows that the platform can solve a massive problem for their users and help them to succeed, whilst also conveying a sense of empathy that resonates on an emotional level. Top shelf.
#6 HubSpot
“Grow better with HubSpot
Software that’s powerful, not overpowering. Seamlessly connect your data, teams, and customers on one customer platform that grows with your business.”
Many businesses struggle with complex and disconnected software solutions for marketing, sales, customer service, etc. HubSpot’s proposition directly addresses that pain point by offering a “powerful, not overpowering” solution. This highlights the ease of use and also injects some of Hubspot’s strong brand purpose, which is helping businesses to grow.
#7 Grammarly
“Great Writing, Simplified
Compose bold, clear, mistake-free writing with Grammarly’s Al-powered writing assistant.”
Like all good value propositions, Grammarly’s is clear, addresses a market need (the need for better writing tools and more accurate spell checkers) and also conveys its core benefits in a succinct manner. However, what we really like about Grammarly’s prop though is how the subtlety in language used makes it more meaningful and unique. Rather than using the word software, Grammarly chooses the word “assistant”, instantly making the offering sound more supportive and human. Clever stuff.
#8 iOS 15
“In touch.
In the moment.
iOS 15 is packed with new features that help you connect with others, be more present and in the moment, explore the world, and use powerful intelligence to do more with iPhone than ever before.”
Yeah yeah we know, Apple again… They’re just really good at value propositions alright! This particular prop, again, is notable for its brilliant use of language. Some brands in the tech space fail to connect with people on an emotional level, feeling cold or lacking in personality, however, Apple plays on the powerful themes of connectivity, relationships and being in the moment to truly bring their product to life and engage audiences.
#9 Vimeo
“Unlock the power of video.
Simple tools for any professional, team, and organization
to create, manage, and share high-quality videos.”
Right, let’s do this one quickly just in case anyone is getting tired / BORED.
Memorable, ownable statement ✅
Solves problem and addresses a market need ✅
Conveys the core benefits of of the product / service ✅
Identifies intended audiences ✅
Tick, tick, tick, Vimeo’s proposition is straight out of the textbook.
Outro
Thank you for reading! We hope you’ve improved your understanding of or been inspired by these value propositions.
If you’d like to define what sets your organisation apart and own that space, or just want some fresh perspective, you can book your free brand positioning audit with Notepad’s founder, Naeem by following the link below
