Why Your Brand Needs a USP

by Scott Greggory, Chief Creative Officer

Marketing Strategy

3 people walking while dressed in business attire

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.

"We have been working with April for about 4 months, since taking over following a client management transition. Whenever a change occurs when working closely with a company like MadAve, there is always uncertainty around how smoothly things will go. April quickly stepped into the role and handled our account like she had been working with us for months. She has great attention to detail and — most importantly — a unique ability to hold us accountable to providing the MadAve team what they need, when they need it. April has proven herself to be extremely organized and phenomenal when it comes to follow up. She is a tremendous asset for us."

- Ben Tassin, Partner Ambassador, DWM Holdings

"April has become an important member of our team. She brings our marketing plans to life, coordinating resources from diverse groups, both internal and external, keeping everyone organized and on-track. As the pace of our work becomes increasingly demanding, she never misses a beat - a true demonstration of her commitment to the American Frame brand."

- Laura Jajko, President, American Frame

"Over the past 9 years, MadAveGroup has actively engaged with us to understand our members, products and philosophy. Their due diligence delivers impressive digital campaign results month-over-month. Our organic search and paid search results have never been better! I am thankful for their expertise and recommendations as we work together to continue to boost our presence in the always-evolving world of search engines."

Heather Gilchrist, Marketing Director, VacationLand Federal Credit Union

"We've worked with MadAveGroup since 1996 in many different facets. In 2017, we implemented Pay-Per-Click and Search Engine Optimization programs, which have been instrumental in our ability to grow an average of 5.5 new customers per day for several years. Their client managers are friendly and bright and keep us updated with monthly reports. They are always there to help, answering phone calls and replying to emails almost instantly. I cannot say enough good things about MadAveGroup."

Sharon Tipping, Marketing Manager, Parker Steel

"I am most impressed with Brian and Jessica (and the team) for their abilities to be flexible and patient to come up with something that works best for our company and not just push us into something we would not be comfortable with just to get the money. This approach tells me they value the long-term relationship and not just the immediate win. Thank you all!"

Christine Gorey, Marketing Manager, Columbia Chemical

"Shaun always updates us on our quarterly changes and explains the process every time. This is a new program that I have taken over and he has been very patient and has done a great job explaining the process and the difference in scripts and messages and how Ziebart can utilize the program better."

Carly Jacobi, Field Marketing Specialist, Ziebart International Corporation

"Kara takes her role seriously and does her best to accommodate busy schedules. She is easy to work with and quick to respond. She helps keep them on track and lets them know when there is a problem before they discover it."

Kim Hoch, Vice President of Operations, Novus Clinic

Why Your Brand Needs a USP

Marketing Strategy

The Value of a Strong USP

Put It Out There

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