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Your brand’s unique selling point – or USP as it’s frequently shortened to – is crucial in persuading people to buy your services or products.
Once you find your USP, you can begin to clearly communicate what your business is all about and why customers should choose you over everyone else.
Don’t fret if you can’t quite put your finger on what makes you unique. We’ve put together a list of questions you should ask yourself when identifying your USP.
What drives you?
It might sound a bit silly to ask yourself this, but consider why you set up shop in the first place.
Was it to provide something different?
Was it because you’re passionate about your industry?
Was it because you’re an expert in your field?
Whatever your motivations are, jot them down and keep them at the forefront of your mind throughout this process.
Why did your current customers come to you?
Think about the reason that your existing or previous clients chose to buy into your brand.
It could be because you offer the best quality, it could be because you’re cost-effective, or it could be because you’re a locally-run business.
If it’s appropriate, ask some of your loyal customers why they prefer your company to your competitors.
Why would new clients come to you?
Next, take a look at your target audience.
What problems do they have that you can solve with your product or service?
Again, it may be worth setting up a feedback session with a group of people who would be your ideal clients.
For example, if you’re a clothing company aiming your products at young, athletic people who love the outdoors, organise a focus group that aims to uncover what these individuals are looking for when investing in activewear.
From here, you can begin to tailor your USP to suit your target audience, building a business that delivers something that consumers actually want.
What are your competitors doing?
Whilst we don’t advocate dwelling too much on what your rivals are up to, it’s wise to see what’s already out there and how you and your team can do better.
As a startup, you may find that you can offer something that your more established, traditional competitors can’t.
Meanwhile, as a mature organisation, you may need to pivot your brand and reposition your business to cater to the evolving needs of your target audience.
How can we communicate all of this?
Once you have run through the previous steps, it’s time to start brainstorming and refining your offering so that it can be easily understood by both your team and potential customers.
Your USP needs to be simple to comprehend yet still ensure your business stands out from the crowd.
Afterall, your USP is the focal point of your brand’s marketing and overall culture.
If you need any more advice on developing your unique selling proposition, or even how to communicate your story with clients, please get in touch with us today.