If you have a product or service, you probably already have a USP (Unique Selling Proposition), even if you're not quite sure what it is.
Your USPs are all the things about your product or service that make it different and stand out from the competition. It's important to define what they are and end up with two or three to focus on.
Doing this allows you to signal that it is your product and helps you communicate your brand identity to consumers.
But how can you foster this brand identity using USPs? At Roas Hunter we show you 4 ways to do it:
1. Define what makes you different with your USP
The first thing you need to do is sit down and write down everything that makes your product or service unique .
The trick here is not to think too much when making your initial list, and to put the first thing that comes to mind. It may be something small and seemingly insignificant that is actually key to your USP.
This will work even better if you do it with a group architecture email lists of colleagues. It will allow you to gather more ideas faster. In this type of “gathering,” the quantity of ideas is more important than the quality of the ideas. The goal is to generate as many perspectives as possible, so that you can later evaluate them and narrow down the list to quality ideas.
In the next step, you want to find just two or three USPs that really encompass your company. This will help you foster brand identity throughout the entire consumer journey.
What is your audience's perspective?
What makes your product or service stand out from the competition?
What needs does your product or service satisfy?
You'll want to put your USPs in order of importance, so that everyone in your business always knows which one to focus on most, and in what order.
The final step is to communicate the USPs to the organization, and make sure that everyone at all levels is aware of them.
usp
2. Narrow your audience
You shouldn't try to impress everyone who sees your product or service. That can only lead to disappointment.
The harsh reality is that not everyone will like your product, and if you try to make it seem like it will only disappoint people once they have purchased your brand.
Disappointed customers become detractors and will turn current and potential customers away from your brand. Instead, think of a specific group or groups that can benefit from the USP you defined in step one.
One of the easiest ways to do this is with segmentation. This will help you identify buyer personas and decide which ones to prioritize when marketing your USP.
Your goal in this step is to find the segment of customers who identify with your brand. Therefore, by defining the USP and prioritizing certain consumers, you will find that you can foster your brand identity with them. This way, you can market your brand identity to customers who, on the one hand, buy your products and services, and on the other, promote your brand as part of their identity.