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A lot of customers will find buying an item from a particular company isn't just a matter of making a decision. Customers conduct extensive research about a brand's offering, what makes them different from their competitors and are able to fully understand a product before adding it to their shopping cart. Another reason that the customer makes a payment? Brand's value proposition.

In the next section, we'll dig into what a value proposition is, how it differs from a vision statement or brand slogan, and the key elements you need to craft your own value proposition.