When differentiating your brand, keep it simple. Zero in on the one most powerful differentiating idea and drive it home. Help the consumer to immediately see how simply you’ll solve their problem. Your concept must make sense, be something your competitors cannot claim, and be easy to grasp without complex analysis. Find a fit with your customers’ perceptions.
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Showing posts with label perception. Show all posts
Showing posts with label perception. Show all posts
Sunday, September 20, 2009
4 Steps to Constructing a Unique Selling Proposition (USP)
- Identify The Differentiating Idea – Identify what separates you from your competitors; it doesn’t have to be product related. Figure out your difference and then turn it into a benefit for your customer.
- Use It In Context – Understand the perceptions of both your product and your competitor’s product. Consumer perceptions are what matter and you need to know what they are. Your messaging has to make sense in the context of those perceptions.
- Offer Your Credentials – You should be able to demonstrate a difference, providing proof of your claims. Your differentiating idea must be convincing and believable.
- Tell Us Your Difference – Communicate your difference in everything you do, from business cards to packaging, and presentations to advertising. Perception is everything so get the word out.
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