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Define the Unique Selling Point of Your Business or Nonprofit

Your customer value proposition is the foundation of every message, campaign, and sales conversation. And this course helps you get it right.
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Whether you’re a solopreneur looking to stand above the crowd or a corporate brand leader trying to align a global team and stop competing on price, you'll leave with a fully developed business value proposition, ready to use.

$700—immediate access, all materials included Exclusive to Brandingmag. 14-day refund guarantee.
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$700—immediate access, all materials included Exclusive to Brandingmag. 14-day refund guarantee.
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What’s included?

You’ll walk away with: 

  • A clear, practical value proposition framework for creating one masterfully, step-by-step
  • A worksheet for diving deep into your value proposition for your business and understanding its landscape
  • Proven methods for crafting language to make your message more impactful and unique
  • Tips for using AI without relying on it
  • A checklist for bringing your company value proposition to life
  • Examples of excellent brand value propositions and the narratives they build
  • Direct access to Perri via our monthly live sessions to get your specific questions answered.

Know what your brand is worth, and how to make others act on it.

Exclusivity

Each of our courses is built specifically for Brandingmag and can't be accessed anywhere else.

Interaction

Every lesson includes a discussion board where you can exchange ideas, strategies, and learnings with your peers.

Community

Enjoy 90 days of monthly "Ask Me Anything" sessions with the teacher, followed by the chance to join their Alumni group.

Applicability

We offer a full refund within two weeks should you find a course doesn't provide the practical education you need.

What your peers are saying

Nora DePalma

Nora DePalma

Founder & owner of Dialogue Marketing

"Perri helped our non-profit client develop a clear value proposition for their niche solutions in addressing water and sanitation equity."

Tammy Shields

Tammy Shields

Graphic designer & marketer at The Coats Company

"I found Perri’s value proposition training to be eye-opening. She shares practical tools, strategies, and questions for creating an impactful value proposition. The training required me to put in creativity and critical thinking, but the payoff is a transferrable skill with long term impact."

Flavia Barbat

Flavia Barbat

CEO & Editor-in-Chief of Brandingmag

"Perri's clear framing and process set my team up for our next 10+ years as an industry leader. It's strong in its approach, minimal in its design, and jam-packed with value.”

Who this value proposition course is for

This course is for you if…

  • You’re a solopreneur or small business owner trying to articulate what makes you different—your unique selling point—and turn that clarity into something that converts cold leads into real prospects.
  • You’re a brand, marketing, or creative professional who knows your organization has a distinct customer value proposition but struggles to express it in language that resonates with external and internal stakeholders.
  • You’re a corporate brand leader trying to align a global team around a shared brand value proposition and stop competing on price.
  • You work across both for-profit and nonprofit contexts and need a framework rigorous enough to hold up in either.

This course is not for you if…

  • You’re looking for campaign-level messaging or creative copywriting—this course focuses on the strategic foundation that sits beneath all of that.
  • You already have a well-defined, tested value proposition and are looking for advanced positioning or category design work.
  • You want a fill-in-the-blank template rather than a framework you can apply with depth and judgment.

How this course is structured

4 modules · 1 hour · 8 worksheets · monthly live sessions with Perri

MODULE 1

The Foundation

The Foundation

  • Introduction and reasons for action—Understand the massive growth potential of strong customer value propositions.
  • Using AI to develop your value proposition—Rediscover the power of authenticity instead of relying on AI.
  • What a value proposition is—Grasp the fundamentals of a great company value proposition, and what makes a bad one.
  • Constructing a value proposition—Dissect the anatomy of a company value proposition, so you can start creating your own.

MODULE 2

The Deep Dive

The Deep Dive

  • Diving deeper into your organization—Discover what makes your business valuable and start building your value proposition framework.
  • Identifying a lucrative target audience—Hone your focus on who matters most.
  • Problem-solution-impact—Learn to make your offer undeniable.
  • Who are we?—The question that most organizations (but not yours) forget to answer.

MODULE 3

Radical Differentiation

Radical Differentiation

  • What unique selling point do we bring?—Skip the laundry list of features and get to the core.
  • Where is the real differentiation?—Or, how to prove that you can make it happen.
  • The “how” filter—Paint a picture with perfect adjectives.
  • Rational, emotional, and global impact—The load-bearing pillars of your impact.

MODULE 4

Operationalizing Your Value

Operationalizing Your Value

  • Putting it all together—How to weave your value proposition through your entire business strategy.

Meet your teacher

<span>Perri Richman<span>, </span></span>brand strategy leader and organizational psychologist

“Clarity is a competitive advantage. A well-crafted value proposition, rooted in strategy and viewed through a customer lens, defines who you are, why you matter, and what sets you apart. When organizations get this right, they don’t just communicate better, they grow faster.”

Perri Richman, brand strategy leader and organizational psychologist
Perri Richman
brand strategy leader and organizational psychologist

“Clarity is a competitive advantage. A well-crafted value proposition, rooted in strategy and viewed through a customer lens, defines who you are, why you matter, and what sets you apart. When organizations get this right, they don’t just communicate better, they grow faster.”

Perri Richman is a brand and strategy leader and innovator with deep expertise in organizational psychology and social impact. She blends corporate brand experience with a passion for early-stage company growth to advance corporate entrepreneurship and strategic innovation.

Perri writes, teaches, and innovates around the connection between strategy, brands, and people. As your instructor, her goal is to help you understand and capitalize on that connection.

Sample lesson on finding your unique selling point

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$700—immediate access, all materials included.

A poorly defined customer value proposition doesn’t fail once—it fails in every pitch, every brief, and every piece of communication that depends on it. Most organizations either skip the work entirely or arrive at something so generic it could belong to any competitor. The problem isn’t effort; it’s the absence of a rigorous method. Hiring a brand agency to construct your company’s value proposition can take six months and cost tens of thousands of dollars. This course gives you (or someone on your team) the proven frameworks, psychological insights, and direct expert access to build it yourself—in a few focused hours.

What to expect

  • 1 hour of video lessons across 4 modules
  • Full set of downloadable worksheets and exercises
  • Monthly live Q&A sessions with Perri herself
  • 14-day full refund if the course isn’t right for you.

Ready to know your value, and then make it known? Start the course today.

FAQs

After this course, what’s next?

You’ll leave with a fully developed customer value proposition and a set of supporting materials you can apply immediately across your website, marketing, sales pitches, and any other brand communications.

Does Perri offer 1:1 coaching?

Your enrollment includes access to the monthly group live sessions. For personalized, 1-on-1 feedback, course alumni unlock exclusive access to book private review sessions and consulting hours with Perri. If you’re interested in booking a session with her, please write to info@brandingmag.com with details of your context and preferred timing.

What if I find that this course isn’t right for me?

Not to worry. We offer a full refund within 14 days of purchase should you feel this course isn’t right for you. Simply email info@brandingmag.com with your request.

Is this course only for large organizations?

No. Perri’s value proposition framework applies equally to solopreneurs, small businesses, nonprofits, and global enterprises. The core challenge—articulating your unique selling point clearly—is the same regardless of size.

Will this work for both customer-facing and B2B contexts?

Yes. Perri’s framework is built to produce a customer value proposition that holds up in front of real buyers, and the same discipline applies to any value proposition for a business, nonprofit, or founder’s personal brand. Clarity, specificity, and proof don’t change with the audience.

Can I expense this through my organization?

Yes, an invoice is available on request. Please email info@brandingmag.com with your details.

 

Perri Richman Recorded, Structured 1 hour Need an invoice?
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