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Written by
Scott Bair
You’re not just another brand. No matter what industry, sector, or format you work in, there’s something that you do better (or differently) than everyone else.
Or at least there better be.
That thing that only you do is your magic, your unique selling point (USP). As the business landscape becomes even more competitive, your unique selling proposition is a must-have missile in your marketing arsenal that propels you ahead, gets customers to notice you, and makes you unforgettable in their eyes.
So, let's dive deep into how to discover a USP, dissect its inner workings, decode its secrets, and help you wield that wand more effectively.
A USP is best described as the compelling reason for a customer to justify choosing your brand over your competitors. That one-of-a-kind feature, benefit, or attribute of your product or service sets you apart.
Now, you might wonder how this differs from a value proposition. Here's the skinny: while a USP specifically emphasizes what makes you unique, a value proposition is a broader concept encompassing your brand's overall value. It answers the big question, "Why us?"
So, while all USPs are value propositions, not all value propositions are USPs.
Surely, you’ve heard of how powerful first impressions are. As it turns out, the same principle applies to your product's USP.
According to a study from ScienceDirect, prospects are less likely to purchase when presented with a weak or unclear USP. This data intensifies the need to prioritize your USP upfront, building a brand strategy around it.
Here is a hands-on guide designed to help you uncover your USP and put it on the center stage:
Before everything else, you need to understand your marketplace like the back of your hand. Be aware of what your competitors offer, what your potential customers desire, and how the market trends are shifting.
This step calls for comprehensive market research. Here's a handy checklist:
By answering these questions, you will begin to get a sense of the unique space your product/service can occupy in the market.
In this second step, it's time for some serious self-reflection. Remember, your USP will stem from what you do best, so take the time to evaluate your business's strengths.
These could be anything from an exceptional customer service track record to a groundbreaking product feature or your commitment to sustainability.
Review customer feedback, look at online reviews, and survey your staff to understand what makes you special in the eyes of those who interact with your business.
Yes, your strengths are significant, but they should tie into something your customer values to constitute a powerful USP. For example, while having a highly experienced team is a definite plus point, it only brings value to your customers if they value expertise and trustworthiness.
A USP should clearly articulate how it addresses a customer's needs or solves their problem. Connecting your strengths to actual customer values also enables you to communicate your USP effectively.
Your USP is only as good as it is understood. While crafting your USP, avoid industry jargon and aim for clarity and simplicity. Your USP should be succinct and memorable but detailed enough to convey what sets you apart.
Lastly, before you go all out to market with your USP, consider testing it first. You could do this through surveys, focus groups, or A/B testing in smaller markets. This allows you to make any necessary adjustments based on real-time feedback before you launch on a larger scale.
Stuck without a USP? No worries! We've all been there. The first step towards answering 'What sets us apart?' is to do a deep dive into your product or service.
Refine its features and identify those nuggets that'll make your audience sit up and take notice. Let your understanding of your customers shape this process. What are their pain points, and how can your offering soothe them?
And then, there are your competitors. Knowing their game can help you design the perfect counter-strategy.
Identifying your unique selling point is only half the battle won. The real game begins with marketing it. Here's how you can effectively present your USP across multiple marketing channels:
By using these marketing channels effectively and creatively, your business can weave a story around its USP that can enhance your brand's value while winning over your target audience.
While brands may not always directly articulate their unique selling points, they are often embedded in their marketing strategies, products, and missions. Here are some examples of recognizable brands with potent USPs:
This global sportswear giant's USP is rooted in empowerment through athletics. Beyond just selling shoes and athletic wear, Nike has always focused on creating a world where everyone is an athlete.
It has positioned its products as tools of empowerment. For example, their ads usually show that you can run faster, jump higher, and even be more stylish with a pair of Nike sneakers. And all of those components are assisted by their tagline, 'Just do it.'
Its 'Taste the Feeling' campaign is a brilliant example of how a brand can create a unique selling proposition around a feeling of unity and global happiness. Coke doesn't just want to quench thirst. It wants to bring people together and evoke joy.
Google's USP lies in its mission: to 'organize the world's information and make it universally accessible and useful.'
Aside from its search engine, Google keeps adding to its portfolio of services, like Google Scholar and Google Books, to further its mission. These progressively strengthen the company’s unique selling point.
Based on all the unique selling point examples above, these brands have successfully differentiated themselves in their respective markets.
By incorporating their USPs within every aspect of their branding and marketing, they've carved out a strong presence, proving that a well-executed USP can indeed be a game-changer.
As we look ahead, advancements in AI and machine learning promise a future where understanding and leveraging your unique selling point could be highly personalized and automated for heightened effectiveness.
However, the key to success remains the same: Answering the question, 'What is your unique selling point?', marrying it to your customers’ needs, and marketing it effectively.
That's the future-proof recipe to stand out in this competitive business landscape, and own a slice of the market that's unmistakably yours!
