Positioning and Marketing your Company – Internal and External Customers  - CLEO Skip to main content


What is a Value Proposition? It is an internal document that states, in a sentence or two, the organization’s competitive advantage offered to the public and specifically your audience in today’s highly competitive, fast-paced marketplace. It includes benefits, values and costs that can be delivered. It is used to help everyone understand the business and develop consistent marketing materials.

It should also help answer the questions:
1. What makes the company special and different in a positive way?
2. What can your company do for your customers?

This presentation and accompanying worksheet discuss ways to clarify and refine your company’s value proposition, for both employee owned and other firms. It outlines ways to position your brand both internally and externally, gives examples of existing company approaches, and focuses on customer collaboration, strategic growth, and customer development.