5 Ways to Nail Your Brand USP
How USP can create a cult of your brand and convert your customers into fanatic fans
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But why? Why should I or anyone choose you or your products and services?
Brands sometimes explain what they can do, but start getting vague as they try to answer questions such as “Who is it for?” “Why they are better?” or “How they are different?”
If you have already defined your USP, then see if it follows any of these ideas. If not, tell me more.
Here are5 ideas with examples of how to craft that crowd-pulling USP.
1. Your Creative Process
Is your product unique? Chances are they are not. So how do you get attention?
Get creative in your messaging. Add an ounce of your personality to your emails or website copy.
Talk about how you create your product, share a nugget of your manufacturing process or the one benefit your product offers others haven’t spoken about(even if they are the same).
“Your USP must be a specific benefit that no other competitor can offer.” — Dan Kennedy
That’s how M&M’s positioned their candies since 1954 when they said “It melts in your mouth, not in your hand”.
2. Go Premium
Did Apple or the Merc just come into your mind? So their USP of premium quality products is working for them. Sure, they have multiple models, but their USP and pricing strategy makes it crystal clear who they are talking to.
Of course, they will have to live up to the customer’s expectations.
Can you categorize your product or service as premium? If you have decades of experience in a field you can charge a premium for your expertise.
Similarly, if your product offers a holistic (or has a potential) solution for your customer’s specific needs and appeals to their persona, go premium.
“Your USP is what sets you apart from your competition and makes you unique.” — Michael Porter
Here’s how Merc captures the sentiment of their ideal customer with their tagline “The best or nothing”.
3. Pocket Friendly.
Some products are mass market and being affordable but not cheap is key.
Creating a product for the masses is easy but gets very competitive. With a low barrier to entry, businesses without huge capital opt for lower-priced products when they enter the market.
But as they say, you can never predict what people would love. There’s no harm in offering cheaper products if you found your audience.
“Your USP should be clear, concise, and easy to communicate to potential customers.” — Jeff Bezos
MI has found its sweet spot in pleasing the masses who love its feature-rich yet budget electronic goods.
One of MI’s (XIOMI) brand USP says it all “Innovation for everyone”
4. Name it After Your Customers
It helps to stop beating around the bush. If you are writing a book on freelance writing or copywriting, just call it that. Making it obvious in the headline directly pulls your audience in.
Avoid being vague on your website, book title, and product description. Getting a decent copywriter to nail your messaging is key because not all business owners can write like a professional marketing copywriter.
“Your USP is not just a slogan or a tagline; it is the heart and soul of your business.” — Mark Cuban
I love this: “The Copywriter’s Handbook” by Bob Bly. It’s just what it is. It is my reference manual.
Unless it’s backed by testimonials and case studies, writing for the mass audience fails.
5. Evoke a Feel
Hit a nerve.
We are emotional creatures and we always shop from a certain store because we feel the brand is talking to us. Our pain is being addressed.
Before coming up with your USP, talk to your customers in online and offline forums to learn their inner needs, desires, and fears. Addressing those can help you come up with a strong USP.
"Your USP should be something that resonates with your target market and speaks to their needs." - Peter Drucker
Look how Loreal tells a woman that she deserves nothing but the best for her skin.
It is personal and highlights self-confidence and flashes an empowering message that unites consumers around the brand.
L’Oreal — Because You’re Worth It.
It’s like giving a woman permission to pamper herself with the top brand — because she’s worth it.
As a new business, often we can’t wait to jump into the market and announce that we have arrived. But take a step back, think about how you are different and how your product offers your customers a unique premium, pocket-friendly, tailored, or pull them by making them feel you are in their tribe.
Also, your USP will change with time. More often than not brands reposition themselves based on new customer demands and trends.
So what’s your USP? Tell me how did you come up with it.