The MAD Shoes vs. the UVP: how to create an emotional connection
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When the first thought of launching a shoe brand came to mind, I knew I wanted to create something different. As a fashion lover and shoe addict, my vision was a pair of high-heeled stilettos in fuchsia pink satin with a unique accessory on top; and by unique, I mean something truly wow. With Alice in Wonderland being my main point of inspiration ever since I started this brand, vivid colours like pink, blue and gold were an integral part of it.
For my vision to stand a chance at fighting the big sharks in a competitive market, I knew I had to nail down the brand’s unique value proposition (UVP). As the founder of a marketing agency for over 14 years, I’ve created UVPs for multiple clients across different industries (mostly tech), but never for shoes.
This article is about my journey in finding the UVP that best resonates with MAD Shoes. It also includes actionable steps and guidelines on how you can find yours too.
WHY should customers choose your product?
A Unique Value Proposition (UVP) is the main reason customers choose your product over the competition. It communicates what makes your brand stand out in the market. Whether you’re selling a product or offering a service, a UVP is the key to creating an emotional connection with customers and establishing your brand’s unique position.
In a product-based business, the UVP revolves around the tangible or perceived qualities of the product itself. This could be materials, design, or craftsmanship. For example, at MAD Shoes, our UVP is not just about offering high-quality stiletto heels; it’s about combining luxury with artistry - shoes adorned with porcelain, glass, and 24k gold accessories. Customers can see, feel, and wear the product, so our UVP focuses on the features that make the product desirable and different from competitors.
In a services-based business, the UVP is less about a physical item and more about the experience, results, or outcomes that the service provides. For example, during my 14 years running a marketing agency, our UVP wasn’t just about delivering marketing services - it was about the personalized approach we offered to each client and the measurable impact we delivered in helping them grow their brands.
⭐Services rely heavily on trust, relationships, and customer satisfaction.
⭐Products rely on the tangible or perceived benefits they provide.
HOW does a UVP integrate into product branding?
A Unique Value Proposition (UVP) is more than just a slogan or a tagline; it captures the essence of your brand, what makes you different, and why that difference matters. In the world of luxury fashion, where craftsmanship and quality are critical, the UVP often comes down to emotional connection. For MAD Shoes, that emotional connection lies in the story we tell and the craftsmanship behind the story: how our products are handmade in collaboration with talented artists. This detail alone makes the MAD brand wearable art.
Beyond highlighting what makes a product special, a UVP shapes the branding experience. It guides everything from the design aesthetic to the way products are presented and marketed. In luxury fashion, a UVP must be woven into the narrative and visual identity of the brand. Every image, product description, and marketing campaign is designed to reflect our core values: artistry, craftsmanship, and luxury. This consistency helps reinforce our brand identity in the minds of customers, allowing them to instantly connect with what we stand for.
Additionally, integrating a UVP into product branding creates a deeper, long-lasting connection with customers. It moves beyond the initial purchase, fostering brand loyalty by constantly reminding them of the unique experience and value they get with your product.
What’s the difference between a UVP and a USP?
It’s easy to confuse a Unique Value Proposition (UVP) with a Unique Selling Proposition (USP), but there’s an important distinction. While a USP focuses on the key benefit or differentiator of your product - what makes it stand out from the competition - a UVP digs deeper. It answers why your customers should care.
Our USP might be that we offer handmade shoes using the finest leather and satin fabrics, but the UVP is that each pair comes with a story - a story that brings together the founder’s passion for high heels with the craftsmanship of national and international artisans. In other words, the USP is the tangible feature, while the UVP creates emotional resonance.
How to find your UVP: steps to get you started
Finding your UVP can feel overwhelming, but it’s also one of the most exciting parts of building a brand. I’ve been through this process myself, and I want to share the key steps that helped me find what makes MAD Shoes truly unique. Hopefully, these steps will guide you in discovering your own UVP.
Identify your core strengths
Start by examining what you’re exceptionally good at. What aspects of your product or service can no one else replicate? For MAD Shoes, it was the seamless blend of high fashion and artistic craftsmanship.
Understand your audience
Your UVP should speak directly to the preferences, craving, and needs of your customers. For us, it’s the woman who values both art and luxury - a woman who sees shoes not just as footwear but as an extension of her personality.
Find your WHY
Simon Sinek popularized the idea of “starting with why,” and it couldn’t be more true when it comes to branding. For MAD Shoes, our "why" was clear: I wanted to merge my love for heels with the beauty of artisan craftsmanship.
Study your competition
Knowing what’s out there will help you identify gaps in the market. For us, the combination of luxury heels and handcrafted materials like 24k gold and glass was something we hadn’t seen before, which allowed us to build a niche brand.
Test and refine
Sometimes, finding your UVP requires trial and error. For us, this meant refining our product and story based on customer feedback, and iterating on our designs until we truly felt we had something special.
Final thoughts
For MAD Shoes, the journey to finding our UVP wasn’t immediate. It was a process of exploration, trial, and finally, a deep understanding of what truly makes us different.
In the early days, I focused solely on design - luxurious materials, elegant shapes, and all the elements you’d expect in high-end heels. But as I connected more with artisans and dug deeper into my passion for art, I realized there was an opportunity to do something unique. Why not combine fashion with art in a way that goes beyond superficial aesthetics?
That’s when I reached out to artists who work with porcelain and glass. They’re not materials typically associated with shoes, but the idea of incorporating them felt exciting and entirely aligned with the brand I wanted to build. The collaboration with these artisans became a core part of our identity.
However, my honest advice is to never focus exclusively on the UVP while neglecting your customers. Be ready to adjust and make changes as you go, based on what your customers tell you. You need to stay true to your values while also catering to the needs of those at the very center of your brand.