The surprisingly simple brand strategy tool that helps align your passion, value, and audience.
Before we dive into pixels, color palettes, or custom type, we always start with strategy for our custom design projects. And one of the tools we sometimes bring to the table (depending on the client and context) is the PVP Index. It’s not another marketing acronym to roll your eyes at—it’s a surprisingly straightforward way to uncover sweet-spot clarity between you, your work, and your people. So what is the PVP Index? And why are we talking about it before we even design a single thing?
Let’s break it down.
What is the PVP Index?
The PVP Index stands for:
- Personal Fulfillment – How much do you love doing this?
- Value – How good are you at it and how much worth do clients see in this?
- Profitability – Does it make money (or have the potential to)?
It’s a grid that helps you assess and prioritize your offers, services, or customer segments based on these three areas. Ideally, you’re aiming to operate in the top-right zone of the PVP triangle—the intersection where you feel energized and you’re making bank and you’re really good at what you’re doing.
Think of it as a filter. A pulse-check. A way to cut through the clutter and get brutally honest about where your energy, effort, and brand positioning should be focused.
Why It Matters (Before the Design Begins)
We’re big believers in building brands that are not only beautiful, but wildly aligned. Because what’s the point of a jaw-dropping logos or memorable visuals if your business model feels off?
That’s why we sometimes walk through the PVP Index with our clients before we even begin designing. It gives us a clear sense of:
- Where you’re already thriving
- Where you’re draining your energy for little return
- Which services or offers deserve more spotlight
- And which ones might need a loving farewell
The end goal? A brand that reflects your best work—not just what you can do, but what you want to be known for.
How to Use It (The Quick + Dirty Version)
- List out your services or products.
Whatever you offer—coaching, home services, products (like a good ‘ole bag of coffee), done-for-you, 1:1s, courses, intensives… get them all out. - Score each one from 1–10 for:
- Personal Fulfillment (How much do you love it?)
- Value (How much does your audience value this service in their search for a solution to their problems?)
- Profitability (What’s the revenue or profit margin like?)
- Add up the scores.
The higher the total, the more aligned that offer or audience is to your ideal business vision. - Notice the patterns.
That low-scoring offer you’ve been forcing for too long? Yep, your gut already knew. That dreamy client niche you love working with that also pays well and raves about you? More, please.
PVP in Practice: Realignment in Action
Here’s a quick example:
Let’s say you’re a photographer offering:
- Family sessions
- Wedding photography
- Mini photo sessions
You love the family sessions (10), feel confident in your process and people really love booking them (9), and they’re priced well (9).
Wedding photography? Meh. You’re good at it (8), people really value this service but it drains you if you book too many (7), it’s got a decent profit margin (6).
Mini sessions? Easy money (8), fun but a lot of work for the price (4), and it should be lower cost which isn’t best given what you put into it: travel or setup, the actual session, editing, uploading, delivering (3).
Boom. That data tells a story. One that can shape how we build your brand identity, messaging, and even your website structure. If you want to be booked out with wedding photography and family shoots, let’s make sure the brand design points in the direction of higher quality and higher ticket items.
Why We Love This Tool
At Saltd Studio, we’re not here to build “just a pretty brand.” We’re here to craft intentional, aligned, and irresistible brand experiences that feel true to who you are and where your business is headed.
The PVP Index helps us do exactly that—by giving you clarity on what to pursue, what to amplify, and what to gently release (or maybe reimagine package-wise). When your brand reflects your true zone of genius, magic happens. And honestly? That’s where the best design starts.
Curious to explore the PVP Index for your brand? Let’s chat about the intersection of strategy and timeless, authentic design. We’re here to help you flavor your business with purpose, profit, and a whole lot of passion.
