Every individual or company is a brand. There is a need for a brand strategy on how we project ourselves to the target audience. A good way to achieve this is through having a unique selling proposition.
Developing a powerful unique selling proposition (USP) can make your brand stand head and shoulders above the crowd. A USP is the first strong impression with your customers, making it them to choose your brand over your competitors.
Let’s look at how to create a USP:
1. Pull Together Information. Before you start developing your USP, pull together the information listed below.
- Competitive Analysis – Conduct to see what you’re up against.
- Profile Existing Customers – Explore to understand their wants and needs.
- Define Your Target Audience & Buyer Personas – You need to know who you’re targeting.
- Identify Offerings Value – It’s important to know your brand’s unique value.
2. Compile Data. Take the information you’ve gathered, analyze it, and start identifying your compelling USP.
- List all the things that your competitors do well.
- List all the things you do well.
- List what your customers want.
- Start comparing your most unique angles against your audience’s needs. Are there any needs that haven’t been filled? Is there anything that you provide that your competitors can’t easily copy or reproduce?
3. Create Powerful USP. Let’s take everything you’ve compiled and analyzed in Steps 1 and 2 to pull together your USP into a single sentence.