The Step-18 is to define your brand’s Value Proposition.
Value Proposition in simple terms is the benefit (or value) that a customer experiences or receives from any brand. A value proposition is a brand statement which should clearly identify and demonstrate the benefits which a customer would get upon buying that particular product or service.
Your brand’s value proposition should actually convince your customers that your product or service is better than your competitors and they should perceive a greater value (benefit) in purchasing the same.