Differentiating Your Brand With A Powerful Unique Selling Proposition (USP)

One thing that never ceases to amaze me is how many businesses out there put little or no effort into differentiating themselves from their rival businesses in any meaning way.

Ask yourself this very important question to determine how differentiated you are in the minds of your target audience. Namely, when my prospects look at our brand what differences do they see that will make them buy from us and not them?

Fairly confronting question I know and one that when I ask it at seminars and in one on one consulting sessions with clients, too often at best leaves the person looking uncomfortable and at worst leaves them speechless as the obvious fact that are in fact totally undifferentiated starts to dawn on them.

If this wasn't bad enough, other businesses realising that were in this group, make some cosmetic change for the sake of being different, not realising that this change does nothing to differentiate them in  genuine way from the other business that they need to compete with.

 For this change to matter it needs to meet some important criteria. Firstly the difference you make needs to relate directly to the need of the target audience, and by definition be something that the opposition are not offering despite being something that is sought after by customers. In short the change must be meaningful.

Secondly the change must be sustainable. What good is it to have a valuable point of difference that is here today and gone tomorrow.  When you are putting your marketing mix together, the delivery of the appropriate package of goods and services, needs to be delivered consistently over time in a uniform and predictable manner ensuring positive consumer outcomes and experience.

If both of these criteria are achievable then you USP will work and will in fact make you stand out in a positive way from the proverbial crowd. Usually this will then be the foundation to position you brand for long term success in your market place.

So now it's over to you. Think about your product range or brand. Identify your existing points of differentiation and see how effectively they meet the dual criteria outlines above.  If they do, well done. On the other hand, if they don't you may have some additional strategising ahead of you.  

And until next time, good luck and good marketing.

Regards,
Daniele.