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A lot of customers will find buying the product of a certain brand isn't a random choice. Customers conduct extensive research about the product offered by a particular brand, and how they're different from competitors and are able to fully understand the product prior to adding it to their cart. The primary reason customers complete a purchase? A brand's value proposition.

In the next section, we'll dig into what a value statement is, how it differs from a vision or a branding slogan, and what are the most important elements you'll need in order to develop your unique value idea.