Whereas the Brand Position Guide provides an effective oversight of the overall brand identity, the CVP related to a product, service, or customer experience journey, is appreciating and addressing specific differentiators and customer values of that .
Hence, the customer value proposition is the obvious starting point of a customer-centric design process.
The Customer Value Proposition Guide
Essentially, the Customer Value Proposition (CVP) summarizes the main reason why a customer should buy the product or use a service. The CVP statement should convince a potential consumer that the particular product or service will add more value or better solve a problem than other similar offerings.