A unique selling proposition (USP) is exactly that—unique. Every brand should have one, and it should be woven into the fabric of all brand messaging. So, what is it and why do you need one?
What is a USP?
A USP is not your product. It is not a slogan or a marketing offer. A USP is ultimately what will color your brand brightly against the competition. It tells your target audiences how you are different from other brands they may be considering.
A good USP will sell your customer on the idea of the brand, the whole vision…not just the products you offer. Apple sells innovation and coolness, not technology. Nike sells the idea that everyone can be an athlete, not athletic apparel. People sell products, brands sell promises.
How to Define Yours
The best way to begin the process of defining your brand’s unique selling proposition is to analyze the competition. This part of the process is essential because you would not want to accidentally imitate what a competing brand is offering. What is unique to your brand that competitors do not offer?
Then, find out what your target audiences want and need. What are their buying behaviors? What helps them make the final decision? Are they buying based on need, want or luxury? Finally, and most importantly, what are your customers’ pain points and how does your brand solve these problems? Answer these questions, and you are on your way.
The Perfect USP for Your Brand
Once you have a list of ways you are different or want to be different from your competitors, nail down which of those differentiators is the strongest peg to hang your marketing strategy on. Remember, you are selling a mission, vision, experience or overall idea to your audience.
It may take time, trial and error, and even some outside help to figure out what your brand’s USP really is. Whether you are selling directly to consumers, other businesses, or to the government, having a strong USP is essential to standing out in the marketplace.