Creating a Powerful USP

Do you want to stand out in your market or industry? If you do, then you need to have a strong USP that is relevant to your target audience and is capable of building a closer relationship with them.

First of all, what is a USP? 

USP stands for Unique Selling Proposition. It is what differentiates you from your competitors in the marketplace, basically what makes you stand out. It is the unique benefits that the customer has from purchasing your product or service over purchasing a product or service from one of your competitors. 

Unless you are the only business in your industry you are going to need to have one and know what it is so that you can leverage it to gain more customers. Having a strong USP can make or break your business.

Why is this Important?

Your USP focuses on your strengths and is based on what your customers find valuable about your brand or offering. Having a strongly defined USP will help and provide direction for all of your messaging. It defines your competitive advantage and is ultimately how you position your brand in the market.

How to find your USP

However before you begin to think about how your offering is different to your competitors, you need to know your target audience and what your perfect customer really wants.

Here are some questions to help with that process:

• • • Who are they and what are their problems?
    • How does your product or service solve those problems?
    • What motivates their buying decisions?
    • Why do your existing customers choose your business over your competitors?

Once you have the answers to those questions answered you can start working on your USP

• • • List all of your potential competitors of your brand offerings – How do they solve the problems of your target audience? 
    • Research your competition – What do you offer that they don’t? What do they offer that you don’t?
    • Look for gaps in your market – Are there any customer needs that aren’t being met? Are you able to meet those needs?
    • Compile all the information – Use everything that you have just learned about and use it to find your strongest USP

Some examples of a USP could include:

• • • Locally made
    • Organic
    • Exclusive
    • Most Reliable
    • Easiest to use
    • Highest quality
    • Environmentally Friendly

You could also focus on your brand story or your connection with the community

Turning your USP into a positioning statement

When you understand what your USP is, you should use it to formulate a positioning statement for your brand. Make sure to keep it clear, desirable and distinctive.

A basic positioning template is:

[YOUR BRAND] offers [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. Unlike [THE ALTERNATIVE], we [KEY DIFFERENTIATOR].

This isn’t something that you go out of your way to advertise to your target audience but it can be used to provide direction to your brand and keeps your USP and competitive advantage at the forefront of your strategy.

If you need any help understanding your USP or need help leveraging it to reach your target audience, don’t hesitate to get in touch with us.