A sound, consistent value proposition, can take any business from unknown to a household name. If  sustained over time (with other variables well tended) the business is sure to be on its way to being a heritage brand.

Value proposition simply addresses the following questions about your business:
What you do.
Who you do it for.
How you do it differently.

While elements as aesthetics, quality etc, are important, they mean nothing if they do not cater to the right target.
This is where customer profile comes in. Value is experienced and acquired differently from one customer to another, thus its communication and delivery would typically vary.

Value proposition helps customers to identify how a product or service can attend to their needs bordering on functionality, emotions or social benefits.

Customers want to know how well your offering is a pain reliever or gain  maximizer. Connect the value you provide to a possible problem your customer has, or communicate how much better (e.g. reduced time, using less to do more e.t.c) your offering can get things done for your customers

Needless to say, your value proposition must remain consistent with the value provided.

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