Defining your USP is important for effective brand communication.
What is a USP? This is our marketing term for your Unique Selling Proposition – What makes your business/product/service unique.
Once upon a time it may have been sufficient to use a somewhat constrained marketing model of the 4 P’s (sorry Mr McCarthy) to define your USP. However, now I think it can be more useful (and often, a much quicker process) to jump over these hurdles and skip straight on to the consumer then work your way back.
The opinion that matters most is and should always be that of your customers.
Unfortunately for your CEO and your fellow staff members – they’re not always going to give you answers that best serve the business.
Analyse sales pitches, stories from your sales reps, notes on customers interactions and conversations being had about your brand in both the physical world and the digital space. What are people saying about your product and your service delivery?
The Big Question:
Find out what is holding your potential customers back – what are they afraid of?
Once you have analysed all these scenarios, you will start to see a few common threads emerge.
These key things will inform your brand positioning.
Marketers will say it over and over, but it is always better to lead with ONE strong, clear key message in your marketing communications. Too often brands can confuse the market with scattered messages that clutter an already saturated marketplace. Weak brand positioning equals poor brand communication.
Cut through this noise by speaking directly to your potential customers fears/concerns – targeting your communications to focus on those that will be most effective.