In fact, the slogan, when introduced, actually helped set the company apart from all other companies slinging sweet treats. Most of these companies will have a unique selling proposition in order to attract consumers. This isn’t a disadvantage for you; it means there’s already a market for your business, a fact which can actually help you discover what makes your brand unique. Image credit: Tattly You can easily discover a hidden edge to your company by looking at what else is out there already. Next, you’ll want to take a close look at your buyer personas. For instance, if you’re making pizzas, and one of the frustrations listed in your buyer persona is “lack of gourmet ingredients,” you may have just found what makes your pizza unique. In trying to find what makes your brand unique, you should pinpoint everything that makes your company different. If your biggest differentiators are the features of your products, don’t choose just a feature as your unique selling proposition. Don’t just define what makes your brand unique and leave it at that. Once you’ve defined what makes your company unique, you won’t just have a few casual customers, you’ll form better connections with them; and consumers will flock to your brand to become loyal customers.
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“Melts in your mouth, not in your hand,” the slogan for M&M’s candy, was trademarked as far back as 1954 and is one of the best-known ever. It’s cute. It’s memorable. And it’s helped make M&M’s brand the success it is today — and not just because the phrase is catchy.
In fact, the slogan, when introduced, actually helped set the company apart from all other companies slinging sweet treats. It made the brand different and was, and is, its unique selling proposition (USP).
Every company needs a USP in order to stand out from the crowd. But many business owners fail to come up with one that sets their brands apart. If you’re an accounting business, for instance, what could be different about you versus your peers?
Defining your brand’s uniqueness and USP, then, isn’t as simple as stating, “Our product is pink and the rest are blue.” It needs to be more meaningful and to originate from that sweet spot between what you do and what your customer needs. So, how do you find it? Here are some ways to do that.
Research your competitors.
No business is completely and utterly unique. You’ll always have competitors who’ll be doing something similar to what you do. Most of these companies will have a unique selling proposition in order to attract consumers. This isn’t a disadvantage for you; it means there’s already a market for your business, a fact which can actually help you discover what makes your brand unique.
Take a good look at a number of your biggest competitors. Look at what they’re offering, whom they’re marketing to, what marketing messages they’re using and so on. By comparing what they’re offering with what you offer, you can find out what you’ve got that they don’t.
This strategy might…
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