Why Your Brand Needs a USP
by Scott Greggory, Chief Creative Officer
Take a look at your company’s ads, website, emails and videos.
Then, based on what you see, answer this question as objectively as possible: “Would I do business with my company?”
If not, ask yourself a few more questions.
Do your ads provide information that truly interests potential customers or are they self-serving?
Do your videos effectively present the benefits of buying from your company?
Does your website give people clear, obvious reasons for choosing your brand?
The Value of a Strong USP
A unique selling proposition (USP) answers the question “Why should I do business with this company?”
Your USP clarifies. It distinguishes. It serves as your singular promise to the marketplace.
It says, “Here’s what we will do for you and this is why we do it better than anyone else.”
It can be as short as a catch-phrase or positioning statement, or as long as a few paragraphs. Here are four steps to follow when creating your USP:
- State what it is your company does.
- Let your audience know how they’ll benefit from it.
- Explain what separates your company from your competitors.
- List the benefits those differences bring to potential buyers.
Whatever its length, your company’s unique selling proposition must state, in no uncertain terms, what it is that sets you apart from all the other companies that also do what you do.
Put It Out There
Once you’ve defined that in its simplest form, use your USP in every marketing piece you produce. Make it part of your sales calls, your website, even the language you use when answering incoming phone calls.
If consumers can easily understand your USP, if it states which specific void in the marketplace your company fills, and if your audience has seen or heard it enough, your unique selling proposition can be a tremendously effective marketing tool.
But your company must deliver on the promise that your USP represents. Don’t craft a USP to say you’ll provide the highest quality product at the lowest possible price when you know you offer neither.
Your USP is your word. If you don’t keep it, customers will get wise and your reputation will be damaged.
It may require research to determine what it is, specifically, that separates you from the other companies in your industry, but once you’ve determined what those positive differences are, exploit them at every turn.
Your USP will not win you every customer, but it will help your company stand out and make it easier for buyers to choose you.
