21
The Uncommon Brand
IF YOU'VE READ AT LEAST TWO BOOKS on marketing or even branding, you have read about USPs before. A USP, or unique selling proposition, is by no means anything new. Sometimes it is referred to as a unique value proposition. I was going to rename it unique brand positioning, but do we really need another name for it? I don't think so.
What is truly amazing is that although USPs are nothing new, it is all too common to see a brand without one. Even those that do have one rarely market it properly. You don't want to be a common brand. You want to stand out and be positioned as a better option than your competition. I stress the importance of establishing your USP because I have seen it transform my clients’ businesses, and I have even experienced the transformation in one of my own businesses as well.
Your USP should let prospects know why they should purchase your product or service over any competitor of yours and over doing nothing at all. It's that defining statement of what makes your brand both different and better than the rest of the competition.
Creating a USP seems like a daunting task. Understand that although your USP gives you great positioning in the marketplace, you are not married to it forever. You can always improve on it and should continually strive to do so.
Your USP is focused on something you do that no one else offers. It also must be a strong benefit to the customer. “In business since 1923” has little benefit to the customer. It doesn't ...
