Brand
Emotion
Unique
Selling Point
What are Unique Selling Points (USPs)
A product, service, or brand's unique trait or feature that distinguishes it from rivals in the market is known as its unique selling proposition (USP).
you are all selling the same thing right? Wrong! mine is different --
That difference is basically your USP. And you need to have it, if you want to make a mark.
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It is a special benefit or feature that appeals to customers and gives a brand an advantage over rivals. A USP may be founded on a number of elements, including product quality, cost, customer service, design, or innovation.
Why are USPs important?
A. Customers are more inclined to choose a company that offers something special and valuable, thus having a distinct USP can assist to build brand loyalty and encourage repeat business.
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Your messaging won't be nearly as powerful if you don't differentiate around a factor that matters to your target audience.
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B. A clear USP helps direct a brand's marketing approach and messaging. A brand can develop targeted and efficient marketing strategies that connect with its target audience and increase sales by concentrating on its distinctive assets and benefits
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The product or service needn't necessarily be unique, but there needs to be something about the Value or the Material - So that the message is unique
Things that might differentiate your company are:
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Unique skill set or product
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Guarantee
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Quality
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Signature style
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Materials used
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Focus on a narrow market
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Location
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Customer service
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Business processes
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Speed of service
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Pricing model
A step-by-step method to creating your brand's USP
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Manual to assist you in creating your brand's USP:
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STEP 1
Target Audience Dig :
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Determine To whom are you making the sale? What are their requirements and problems?
Your USP will lie in the Answer to their needs, Solution to their problems
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Get Into the Mind of Your Ideal Client
You need to know practically everything about your ideal customer
What genuinely interests your ideal client?
What issue(s) may your product or service address for them?
What drives their purchasing decisions?
Why do your current customers select your company over rivals?
Never forget that merely focusing on a general demographic is insufficient.
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You should be completely clear on who and why you want to market to them.
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If you are aware of this, you may start working on the following best practice for a unique selling proposition, which is...
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Describe how your company solves the problems of your ideal clients.
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Customers want to find solutions to their problems, not items.
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STEP 2
Consider your rivals:
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Consider your rivals, as to Who are your principal rivals? What do they provide?
Analyze the advantages and disadvantages of your rivals in-depth to determine the distinctive advantages that your product or service offers over those of your rivals.
(Think about your unique selling points, such as your knowledge, your technology, or your customer support.)
Search for market holes you can fill or places where you can set yourself apart.
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STEP 3
Create a persuasive message:
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Create a message that clearly and persuasively conveys your USP while highlighting the advantages that your clients will experience.
Similar to how commercials only have a few seconds to grab consumers' attention, your USP should be readily apparent.
Use exaggeration in your USP to make it stand out. The hyperbole words that describe "only," "greatest," "best," "first," "preferred," (get creative here) assist in highlighting your USP
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STEP 4
Examine your USP:
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Once you've determined what it is, test it with your target market. Does it strike a chord with them? See how they react. This can assist you in honing your messaging and ensuring audience receptivity.
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STEP 5
Improve and grow:
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Maintaining relevance and being abreast of shifting trends and customer needs will need you to continuously enhance and evolve your USP as your business and market do.
Remember that creating a compelling USP requires time and work, but it is essential to creating a successful brand.
Where & How to Use Brand USPS
Here are some best practices for using USPs in each Various Brand Outlets
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Website:
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Make sure the USPs are displayed prominently on the homepage or product pages where they will be easily noticed by visitors.
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Use clear, concise language to communicate the unique benefits of the brand.
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Use visuals, such as images or videos, to support the USPs and make them more memorable.
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Include social proof, such as customer testimonials or ratings, to reinforce the USPs and build trust with potential customers
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Your "about us" page is where you can flaunt your USP to the world.
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Start with this central assertion, then fill clients in on the rest of your business's essentials.
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Descriptions of the Meta
Advertising:
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Use USPs to create attention-grabbing headlines or taglines.
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Use visuals or graphics that support the USPs and differentiate the brand from competitors.
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Consider using A/B testing to see which USPs resonate best with your target audience
Social Media:
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Use USPs to create engaging social media posts that grab the attention of followers.
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Use hashtags that highlight the unique benefits of the brand and encourage followers to share their own experiences.
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Consider partnering with influencers who align with the brand's USPs to help spread the message.
Email marketing:
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Use USPs in email subject lines to encourage recipients to open the email.
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Use clear, concise language to communicate the unique benefits of the brand and encourage recipients to take action.
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Use visuals, such as product images, to support the USPs and make them more memorable.
Sales materials:
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Use USPs to create attention-grabbing headlines or taglines.
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Use visuals or graphics that support the USPs and differentiate the brand from competitors.
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Consider including case studies or success stories that demonstrate how the USPs have benefited previous customers.
Packaging:
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Use USPs to create attention-grabbing product names or taglines.
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Use visuals or graphics that support the USPs and differentiate the brand from competitors.
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Consider using packaging materials that align with the brand's USPs, such as eco-friendly packaging for a brand that emphasizes sustainability.
How can I tell my target audience about my unique selling proposition?
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Reach your target audience by using a variety of communication channels, such as social media, email marketing, advertising, and content marketing.
Ensure that your messaging is the same across all platforms.
Give evidence Support your USP with social proof, such as client testimonials, case studies, and reviews. Your target audience will become more credible and trust you as a result.
Can a brand have several USPs?
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Yes! a brand can indeed have many Unique Selling Points (USPs) that set it apart from rivals and appeal to various target demographics.
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In reality, many popular brands use more than one USP to differentiate themselves from the competition.
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A clothing company, for instance, might have two USPs: one that emphasizes using high-quality fabrics and craftsmanship, the other emphasizing sustainability and the environment.
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Each USP focuses on a distinct characteristic of the target market, enabling the brand to appeal to a wider spectrum of customers and stand out in the market.
How Long Should a Unique Selling Proposition Be?
Medium! An ideal Unique Selling Proposition (USP) should be no longer than one or two sentences.
What is the difference between Value proposition & Unique selling point of a Brand?
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Your brand's value proposition and your unique selling proposition (USP) are related ideas, but they have different objectives.
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Your USP is a distinctive quality or advantage that distinguishes your goods or services from those of your rivals.
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It is the primary factor in why customers would select your good or service over those offered by competitors.
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Your USP is often a brief, succinct statement that emphasizes what distinguishes you from the competition.
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The Value proposition for your brand, on the other hand, is a more comprehensive declaration that encapsulates the complete value that your brand provides to your clients.
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It is a declaration that conveys the distinctive and alluring advantages that your brand offers to your customers.
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The value proposition for your brand should make it abundantly apparent what it stands for and how it keeps its commitments to its clients.
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Brand's value proposition, incorporates the total value that your brand offers to your customers, is more comprehensive than unique selling proposition (USP), which is a concentrated.
Both are crucial in conveying the distinct position your brand occupies in the marketplace, but they perform different functions.
How frequently should my USP be reviewed and updated?
The regularity of analyzing and changing your USP is dependent on a number of variables, including market changes, consumer needs, emerging competitors, and modifications to your company's own product offerings.
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It is advised, as a general guideline, to examine and update your USP at least once a year or whenever there are substantial changes in your sector or market. It's crucial to routinely gather client feedback in order to spot any weaknesses or potential areas for USP improvement.
Can my business's unique selling proposition evolve as it develops?
Absolutely, as your company develops and flourishes, a Unique Selling Point (USP) may change. You might need to modify your USP as your company grows to reflect changes in your products or services, target market, or industry competition.
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For instance, you might need to alter your USP to account for changes if you start providing new goods or services that set you apart from your rivals.
OR, your USP could need to modify to appeal to new customers if your target market or audience changes.
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Maintaining your USP's relevance and ability to set your company apart from the competition requires constant review and updating.
How to gauge if your USP is generating business & fostering customer loyalty?
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4 Basic things a company can do to Evaluate if their USP is working :​
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A. Analysis of sales data
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Monitor sales data & make comparisons between before and after your USP is put into practice.
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Compare sales statistics with those of rivals who do not have a USP.
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B. Consumer feedback
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Surveys, online reviews, and social media can all be used to determine whether your USP connects with your clients and whether it plays a significant role in their choice to make a purchase from you.
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Keep track of the amount of repeat business you receive both before and after implementing your USP.
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C. Brand recognition
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By tracking brand recognition, you can assess the value of your USP. Surveys of brand awareness, the monitoring of social media mentions, and traffic monitoring can all be used for this.
D. Conversion rate
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Monitor the conversion rate of your website or other marketing channels. If your unique selling proposition (USP) is strong, it ought to boost conversions and raise ROI.
50 successful examples of unique selling points
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Apple's premium pricing policy and clean aesthetic.
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The famous red and white branding of Coca-Cola and its proprietary formula.
Nike's "Just Do It" tagline and elite athletes' support.
One-click ordering from Amazon and prompt, dependable shipment.
FedEx's overnight delivery promise.
Free shipping and returns at Zappos.
Toyota's standing for dependability and toughness.
Low cost and no luggage fees on Southwest Airlines.
Distinctive lodgings and individualized travel experiences offered by Airbnb.
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Sophisticated technology features and electric vehicles from Tesla.
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Starbucks' hospitable environment and adaptable drinks.
Instagram's user-friendly photo-sharing features and graphically appealing platform.
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User evaluations and the host verification procedure on Airbnb.
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McDonald's offers quick, convenient service with reliable quality.
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The extensive product line and dependable search engine from Google.
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Simple-to-use online storage and teamwork capabilities from Dropbox.
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Patagonia's dedication to environmentally friendly production.
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Affordable and fashionable eyewear from Warby Parker.
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Inexpensive, practical razor and grooming product subscription program from Dollar Shave Club.
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Sportswear of the highest caliber and style from Lululemon.
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Social media management and analytics tools from Hootsuite.
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The flexible and adaptable customer relationship management (CRM) platform from Salesforce.
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Simplified Team communication and collaboration offered by Slack
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Email marketing tool from Mailchimp with customisable templates.
The user-friendly mobile app and commission-free trading offered by Robinhood.
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The inclusive, simple cosmetic products and branding from Glossier.
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High-tech home workout equipment from Peloton, along with live and recorded classes.
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Plant-based meat substitutes that taste like genuine meat from Impossible Foods.
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Sustainable, cozy shoes from Allbirds composed of natural materials.
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The user-friendly business payment processing platform from Stripe.
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Coworking spaces and community-building activities offered by WeWork.
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Real-time order tracking and on-demand meal delivery provided by DoorDash.
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The meditation and sleep software Calm features calming audio and visual elements.
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The simple-to-use bitcoin exchange and storage service from Coinbase.
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Brex's platform for managing finances and business credit cards.
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Using Rover's platform, pet owners may find nearby dog walkers and pet sitters.
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The online medical consultation and prescription delivery service provided by Ro.
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DNA testing kits for at-home use and customized genetic reports from 23andMe.
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Graphic creation software from Canva with customisable templates.
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Tools for financial management and point-of-sale from Square for small enterprises.
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The invite-only social networking platform for audio-based talks at Clubhouse.
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Platform for team collaboration in design from Figma.
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Women-specific vitamin supplements available by subscription from Ritual.
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Mobile banking from N26 with no minimum balance requirements or additional fees.
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What can we infer about creating Brand USP from the examples above?
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Set yourself apart:
A compelling USP should set your company apart from rivals in a manner that appeals to your target market.
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Emphasis on customer needs:
Effective USPs frequently target a particular client need or pain area, such as price, sustainability, or convenience.
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Be authentic:
Instead of simply trying to imitate what other companies are doing, a USP should be built on the underlying beliefs, strengths, and distinctive capabilities of your brand.
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Clarity in communication :
Clear & Crisp messaging and branding should help your target audience understand and remember your USP.
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Differentiation :
Constant innovation is key to staying relevant and meeting changing consumer needs. Successful businesses don't rest on their laurels but rather keep coming up with new ideas and ways to differentiate themselves.
Create a strong brand persona:
A strong brand identity can help you reinforce your USP and establish a powerful emotional bond with your audience. It includes visual branding and messaging.
Right Brand Archetype for your Brand USP​
IF you aspire to provide innovative, transformative solutions that offer a sense of wonder to your customers, THEN you should embrace the Magician brand archetype. Your unique selling proposition should revolve around delivering products or services that inspire and captivate, turning ordinary experiences into extraordinary ones. As a Magician brand, you have the power to unlock the potential within individuals, providing them with creative and unique solutions that help them achieve their goals and dreams. Your brand creates a world of possibilities, where imagination knows no bounds.
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IF your goal is to offer empathy, nurturing, and personalized care to your customers, THEN you should embody the Caregiver brand archetype. Your unique selling proposition should focus on addressing your customers' needs and providing them with the support and care they require. As a Caregiver brand, you create a safe and supportive environment, going above and beyond to anticipate your customers' needs and providing them with the attention and care they deserve. Your brand becomes a trusted companion, nurturing and guiding individuals on their journey, ensuring their well-being is your top priority.
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IF your aim is to provide wisdom, expertise, and insightful solutions to your customers, THEN you should embrace the Sage brand archetype. Your unique selling proposition should revolve around offering deep insights and knowledge to help customers make informed decisions. As a Sage brand, you become a trusted advisor, providing your customers with guidance and expertise that empowers them. Your brand exudes wisdom and intellect, offering solutions that are insightful, wise, and thought-provoking. You are the beacon of knowledge and expertise in your industry.
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IF your objective is to bring joy, humor, and lightheartedness to your customers' lives, THEN you should embody the Jester brand archetype. Your unique selling proposition should revolve around providing fun, entertainment, and laughter. As a Jester brand, you create enjoyable and memorable experiences that make your customers laugh and forget their problems. Your brand becomes a source of delight and amusement, infusing happiness and lightheartedness into everyday moments. You are the life of the party, bringing smiles to faces and creating a positive and uplifting atmosphere.
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IF you want to create products or services that evoke strong emotions and passionate connections in your customers, THEN you should embrace the Lover brand archetype. Your unique selling proposition should revolve around passion, romance, and creating meaningful connections. As a Lover brand, you offer products or services that enhance relationships, intimacy, and create memorable experiences. Your brand becomes a symbol of love, evoking emotions and forging deep connections with your customers. You inspire individuals to celebrate love and express their deepest desires.
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IF you aspire to help customers explore new places, ideas, and possibilities, THEN you should embody the Explorer brand archetype. Your unique selling proposition should revolve around adventure, discovery, and providing experiences that ignite curiosity. As an Explorer brand, you become a guide on the journey of exploration, inspiring your customers to discover new things about themselves and the world around them. Your brand encourages individuals to step out of their comfort zones and embrace new experiences, empowering them to embrace the spirit of adventure.
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IF your goal is to inspire creativity and innovation in your customers and employees, THEN you should embrace the Creator brand archetype. Your unique selling proposition should revolve around innovation, originality, and empowering individuals to express their creativity. As a Creator brand, you become a catalyst for imagination, offering products or services that are truly unique and original. Your brand fosters a culture of creativity and encourages individuals to think outside the box, pushing boundaries and inspiring innovation.
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IF your aim is to establish yourself as a leader in your industry and provide products or services of the highest quality, THEN you should embody the Ruler brand archetype. Your unique selling proposition should revolve around power, control, and offering products or services that give customers a sense of authority and leadership. As a Ruler brand, you set the standards and become a symbol of excellence. Your brand is associated with prestige and superiority, providing customers with top-notch quality and experiences that surpass expectations.
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IF your objective is to disrupt the status quo and challenge conventional thinking, THEN you should embrace the Outlaw brand archetype. Your unique selling proposition should revolve around rebellion, non-conformity, and offering unconventional products or services that break the rules. As an Outlaw brand, you empower customers to think differently, encouraging them to challenge the norm and break free from conventions. Your brand becomes a symbol of rebellion and individuality, inspiring individuals to embrace their unique perspectives and defy expectations.
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IF you want to provide affordable and accessible products or services that meet the everyday needs of your customers, THEN you should embody the Everyman brand archetype. Your unique selling proposition should revolve around reliability, practicality, and offering simple and affordable solutions. As an Everyman brand, you become the reliable companion that individuals can count on. Your brand focuses on meeting the basic needs of your customers, providing them with practical and straightforward solutions that improve their lives.
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IF your goal is to help customers overcome obstacles and achieve their goals, THEN you should embrace the Hero brand archetype. Your unique selling proposition should revolve around courage, bravery, and providing products or services that empower individuals. As a Hero brand, you become the ally and guide, equipping customers with the tools and resources they need to conquer challenges and achieve their full potential. Your brand inspires individuals to be their best selves and celebrates their journey of personal growth and achievement.
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IF your aim is to provide products or services that evoke a sense of goodness, purity, and simplicity, THEN you should embody the Innocent brand archetype. Your unique selling proposition should revolve around creating a world that is pure, comforting, and uncomplicated. As an Innocent brand, you offer products or services that provide a sense of security and evoke feelings of trust and comfort. Your brand becomes a haven of goodness and simplicity, offering individuals a respite from the complexities of life
Suitable Brand Vibe for your Brand USP​
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Fun:
If your unique selling proposition is centered around entertainment, playfulness, and products or services that elicit smiles and laughter, then embrace a Fun brand vibe that transcends the ordinary. Be the life of the party, injecting an infectious energy into everything you do. Create experiences that transport your customers to a world of whimsy and joy, where laughter echoes and carefree moments reign supreme. From quirky packaging to interactive events, infuse every touchpoint with a sense of adventure and playfulness that leaves an indelible mark on your customers' memories.
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Intelligent:
If your unique selling proposition revolves around knowledge, expertise, and informative offerings, then seize the opportunity to embody an Intelligent brand vibe that elevates minds and expands horizons. Position yourself as the trusted source, the guiding light amidst a sea of confusion. With a meticulous attention to detail, curate a collection of products or services that enlighten and empower. Through thought-provoking content, captivating visuals, and expertly crafted experiences, embark on a journey of intellectual discovery that unlocks the potential within your customers' minds.
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Connection:
If your unique selling proposition thrives on empathy, understanding, and forging meaningful relationships, then embrace a Connection brand vibe that celebrates the power of human bonds. Go beyond transactions and become a facilitator of heartfelt connections. Nurture a thriving community where like-minded souls find solace and kinship. Craft products or services that act as catalysts for shared experiences, fostering connections that transcend the digital realm. With open arms and open hearts, build a brand that brings people together and leaves an indelible mark on their lives.
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Cozy:
If your unique selling proposition is rooted in comfort, warmth, and the desire to create a haven of tranquility, then embrace a Cozy brand vibe that envelops your customers in a soothing embrace. Embody the feeling of a crackling fireplace on a chilly evening, a warm cup of cocoa on a rainy day. From plush textiles to inviting scents, curate a collection that exudes relaxation and contentment. Design spaces and experiences that cocoon your customers in a sense of serenity, creating an oasis of calm in a chaotic world.
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Mysterious:
If your unique selling proposition lies in curiosity, intrigue, and the allure of the unknown, then embark on a journey to craft a Mysterious brand vibe that captivates and enchants. Weave captivating narratives that leave your customers on the edge of their seats, yearning for more. Embrace the enigmatic and employ hidden clues, secret societies, and suspenseful storytelling to create an air of mystique around your brand. With each interaction, unveil a fragment of the unknown, enticing your customers to unravel the secrets that lie within.
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Sophistication:
If your unique selling proposition embodies elegance, refinement, and the pursuit of luxury, then embody a Sophistication brand vibe that exudes opulence and exclusivity. Be the epitome of refined taste, the arbiter of timeless style. From impeccably crafted designs to exquisite materials, offer products or services that ignite desire and awaken a sense of indulgence. With meticulous attention to detail, curate experiences that transport your customers to a world of refined pleasure, where every touchpoint exudes sophistication and leaves them yearning for more.
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Sparkly:
If your unique selling proposition radiates glamour, sparkle, and a captivating allure, then embrace a Sparkly brand vibe that dazzles and mesmerizes. Be the embodiment of glitz and glamour, infusing each offering with a sense of wonder and excitement. From shimmering packaging to eye-catching visuals, create a world where every moment is bathed in an ethereal glow. Unleash a burst of color, brilliance, and whimsy that enchants the senses and leaves your customers breathless with delight.
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Global:
If your unique selling proposition celebrates diversity, inclusion, and the unifying power of a global perspective, then embrace a Global brand vibe that embraces cultural richness and fosters a sense of belonging. Become a bridge that connects people from all walks of life, celebrating the beauty of different cultures and traditions. Curate a collection that weaves together a tapestry of global influences, incorporating designs, flavors, and inspirations from around the world. By embracing the richness of diversity, create a truly immersive and inclusive experience that resonates with a global audience.
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Deep:
If your unique selling proposition seeks to delve into the depths of the human experience, then embrace a Deep brand vibe that challenges conventional thinking and stirs the soul. Be the voice that explores the complexities of existence, posing thought-provoking questions and encouraging introspection. Craft products or services that offer profound insights, using symbolism, storytelling, and evocative imagery to ignite contemplation and self-discovery. Take your customers on a transformative journey, guiding them to explore the profound depths of their own humanity.
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Sunshine:
If your unique selling proposition radiates positivity, happiness, and the unwavering commitment to spread joy, then embrace a Sunshine brand vibe that bathes the world in warmth and optimism. Be the radiant beam of light that brightens even the darkest of days. Infuse every interaction with a contagious enthusiasm and a genuine desire to uplift spirits. From vibrant colors to uplifting messaging, create an immersive experience that leaves your customers feeling invigorated, inspired, and eager to share the sunshine with others.