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Put “Unique” Back Into Your Selling Proposition


DifferentiationWe’ve talked in the past about true brand differentiation and suggested many marketers seem to have strayed from clearly defining a Unique Selling Proposition: the statement of a valued singular point of differentiation for their brand, product, or service.  Fact is, there are more product and service options now available to us as b-to-c or b-to-b consumers than at any point in history.  And each of us as potential buyers wants a reason to select one alternative over another.  The need to develop and communicate a true and substantive point of difference has never been more important, yet many marketers don’t do it – which suggests a tremendous upside for those that do. 

All well and good, but how exactly do you go about defining a true USP?

You’ve already done the heavy lifting if you strategically developed your brand identity – the plan for how your brand lives, breathes, and succeeds.  Two vital components of a brand identity are the value proposition and positioning statement.  These work hand in hand, the value proposition presenting the specific (and hopefully unique) benefit that will be derived by using your product or service, and the positioning statement laying out your decisive advantage over competitive solutions.  Together, they form the reason someone should use your brand based on appreciable points of difference.  If you haven’t formalized your brand identity, start there.  The process forces a thoughtful assessment of what you really are and where you really fit from a brand standpoint.  As you craft the brand identity, keep the concept of a truely differentiated brand experience at the top of the list of requirements. 

Being unique also means you need to stop trying to be all things to all people.  We’re all guilty of this, and you’ll probably believe you’re walking away from potentially valuable business.  While true for the short term, the more important long term benefit is that your brand will become acknowledged for one thing — one valued difference — and those appreciating that difference will flock to your brand alone, grateful for having been given a distinctive reason.      

Everything can be differentiated (even commodities), and opportunities for true, appreciable differentiation can be found in many areas: product or service attributes, new uses, packaging, support services, simplification, manufacturing process,  brand heritage, distribution channels, customer service/warranty policies, selection, and many others.      

For inspiration, several noted marketers have published books on brand differentiation and the Unique Selling Proposition.  Check out “Differentiate Or Die” by Jack Trout and Steve Rivkin, and Seth Godin’s “The Purple Cow” to start. 

A lot has been written, but few marketers heed the call for real differentiation and developing a true Unique Selling Proposition.  There’s business waiting to be gained for those that do.

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This entry was posted on November 18, 2011, 3:50 pm and is filed under Brand Identity. You can follow any responses to this entry through RSS 2.0. Both comments and pings are currently closed.

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