Your Unique Selling Proposal
Why is your USP so important?
It’s a losing game to try to win by being the best at something everyone else is also trying to be the best at. For example, every year hundreds of straight A students get rejected from Oxford and Cambridge, and everyone who has yet to apply gets intimidated, asking ‘how do you compete against that?’
The answer is that you don’t compete at all. Instead, you become the best at something no one else is attempting.
If you make your business stand apart from the crowd, everything you do will be easier. Customers will be easier to come by. Fans will gladly spread the word about what you do because they enjoy following your brand.
On the other hand, if you don’t develop an effective USP, building an audience or getting any customers to pay attention to you will be a constant struggle.
Your USP can mean the difference between success and failure.
When you’re a small business on the web, it’s hard to compete on product or content quality alone. You need to change the conversation. Instead of shouting “look at me, I have great stuff too!” you want to confidently say, “actually, I’m all about X. We do things differently, and if you’re into X, we’re the only place you can get it.”
The easiest way to find out what your USP is by taking the perspective of your potential customer and asking ‘why should I buy from you?’ or ‘Why would I want to use your service?’
A response should come naturally, because your USP is most likely to be the reason you took the plunge and came to market in the first place;
‘I offer innovations that can cut your costs’
‘Our unique processes mean we can guarantee incredible turn around’
‘The quality of our work is outstanding’
Once you’ve identified this core philosophy, you need to communicate it clearly and often. It will guide the distinctive visual identity your business needs, because the internet is the one place where image IS everything!
Next stop: Branding!
Isn’t it amazing how brands can be so strong they practically OWN a colour? Virgin and Coca-Cola compete over red, Yahoo! And Cadbury wrestle for purple and Orange.. is well, orange!
The point is, choosing a brand colour scheme and staying loyal to it really helps your business carve a niche in the minds of your target market locally or nationally depending on the size of your budget and ambition. This is where we can really help businesses by working with them to develop an effective spending plan for their marketing campaign. Why not give our office a ring or drop us an email? Alternatively, check out our portfolio to see how our brand development expertise has already helped businesses make an impact.