Evolving your USP: A step-by-step guide

Competition is the natural order of business and companies compete with local and international brands for market share. This gives customers options and they want to quickly understand what differentiates one product or brand from another. Therefore, knowing the right way to position a business and its products/offers can be the difference between standing out and fitting in.
That’s why it’s crucial for every business owner/manager to understand how to identify a USP – a unique selling proposition or unique selling point – that makes your business stand out from the crowd and tell your customers what is special about you.

What is your USP?
Your USP is what makes your business and its products or services different. It’s what you offer that no one else offers in your market, whether it’s higher quality, lower price, better customer experience or new technological innovation.
If you can’t identify your USP, you’ll have a hard time convincing potential customers to buy from you rather than your competitors.

Why do you need a USP
We read that consumers are bombarded with tons and tons of messages daily. They cannot re-evaluate services and products every time they have to make a purchase. To make life easier, they tend to organize products and services into groups and position them accordingly – for example, the safest car, the most expensive car and the most economical car.

A strong, well-communicated sales proposition will help customers quickly understand what your business offers and why they should choose you over the competition. Your USP is not necessarily your company’s slogan or marketing message, although it may act as such in certain scenarios. Instead, a USP is more tangible. It can serve as the backbone of your business decisions, processes, and overall culture.
FedEx has one of the most recognizable USPs of any company: “When it absolutely, positively needs to be there overnight.” This quick phrase is not just a surface promise, but the impetus behind FedEx’s overall mission as a company.

Also Read: How Brand Advocacy Works

How to find your USP
Finding your USP means having a good understanding of your target market, your competitors, and your industry.
Understand your target audience
Developing a USP starts with your target audience. What do you know about your target audience and why they buy items in the marketplace you operate in? What needs do these objects meet for them? In other words, are they looking for a time saver, expertise, a reliable product or something else?

What is your competitive advantage?
You should be able to pull off one or two things that you think your business is really good at. Make a list of your competitors and see what needs they meet.
Then assess how well they meet those needs. Just because a person is currently in a good position in a market does not mean that they keep their promises. If you can do better, that’s a solid base to enter the market.
Ask yourself: “What makes our organization different? Is there anything different in the way you make your product or provide your service? What are your values ​​and what are you trying to achieve? For example, some companies base their USP on ethical behavior.

Test and refine your USP
Come up with a strong statement that conveys your USP. Talk to five or ten potential customers to get their feedback on the different ways you are positioning your brand. The results of these interviews should help you choose the best positioning statement:
what company are you in
who are your target customers
the most compelling advantage you offer – the unique selling point that sets you apart from the competition
how you keep what you promise

How to communicate your USP
Your USP should drive your business development and marketing strategy, whether you’re creating a website or logo, or embarking on an advertising campaign. Always ask yourself if your image and your activity clearly communicate the benefit you offer.
It’s not advisable to change your unique selling proposition too often, but it’s important to keep it fresh. Beware of changing trends or competitors that could undermine your USP.

A step-by-step guide to creating your USP
Make a list of what you know about your target audience.
Make a list of all the needs your product or service could meet – these attributes are all potential selling points for your business.
Analyze them against trends and competitors. Now remove sales pitches that are already well satisfied by competitors. Remember that your USP is a unique selling proposition, so you are looking for a niche in the market.

Match each potential USP with what you and your business are particularly good at, and how you want to be seen.
Conduct short interviews with around ten people in your target market to choose the strongest USP for your business.
Check that you have the correct USP. Does it convey a strong advantage? Is it memorable? Is it clear who the brand is aiming for from the USP? Can you deliver what it promises? Is it really unique – or could a competitor claim the same?

Use this positioning to develop your business and your marketing strategy. Evaluate your activities using your USP as a benchmark.
Keep watching for trends and new competitors that might affect how customers see your USP.

last line
A USP isn’t just a line of persuasive content, and it defines how you position your products – or even your entire business – in the world. Your products don’t have to be totally unique for you to have a strong and unique selling point, as long as you’re looking for a gap in the market that others have missed.

About Geraldine Higgins

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