Strong USP: How a Brand A unique selling proposition (USP) is a way to highlight your advantages against the background of competitors. It creates a clear idea of what makes a product or service special and helps to form an emotional connection with the audience. If formulated correctly, a USP can become a “hook” that will catch the attention of the target audience and spur interest in the product.
Brands use USPs to build a reputation and increase recognition
One catchy phrase is enough to attract attention and evoke the desired associations. For example, the phrase “Aviasales – search for cheap air tickets” can often be heard from bloggers. It has become a catchphrase and has become widespread, thanks to which people have formed a positive association with the brand, which influences their choice when they search for air tickets.
Companies with a USP create diversity Strong USP: How a Brand in the market, which helps customers see the differences between products. Choosing a product or service becomes easier when everyone emphasizes the uniqueness of their offer. All companies have the opportunity to attract their target audience and create a base of loyal customers who will come back again.
Types of USP
Each type of USP highlights the strengths of the product in a different way. For example, you can emphasize its unique properties or ecuador mobile database emphasize the benefit that the client receives from the purchase or service. It is worth starting from what is more important for the company’s target audience.
Natural USP. Describes the features and real characteristics of the product.
For example, a honey producer can emphasize that its product is natural, without additives and with minimal processing.
Artificial USP. This is a marketing approach why do google results vary by country? that creates the impression that a product or service is unique, although it is not different from competitors. These can be standard characteristics for the industry that are presented as a benefit. For example, the phrase “natural juice without GMOs” may inspire confidence, but it does not guarantee quality. The juice may not be GMO, but it may also Strong USP: How a Brand contain a lot of sugar, preservatives, or artificial flavors, making it less healthy.
Effective USP.
Focuses on the benefit for the client
For example, a training center can claim: “Our programming course will help you find a job in 6 months.” USP shows what result the client will get for his money.
Exclusive USP: The distinctive canada email lead element of an exclusive USP is additional value for the client. For example, it could be a limited collection or a limited promotion.
How to Create a Strong USP: Step-by-Step Instructions
When creating a USP, it is better to avoid abstract expressions. For example, “the fastest” or “the most reliable”. You need to focus on the strengths of the product and understand what distinguishes it from others. To understand what characteristics can attract potential buyers, analyze your audience. It is also important not to repeat what your competitors do, so their offers are also worth studying.
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Target audience analysis
To formulate a catchy USP, you need to understand who you are offering the product to and focus on the needs of this audience. For example, a sportswear brand can interest potential buyers with products for high-intensity training. The USP might sound like this: “These T-shirts are suitable for training in the gym, running or cycling: they wick moisture away from the body and keep you warm even in cold weather.”
Competitor Analysis
Study your competitors’ offerings. Determine how your product can stand out from the others. For example, if one of your competitors focuses on the quality of its products, you can stand out due to additional functionality. Let’s say you Strong USP: How a Brand sell athletic sneakers. Your competitor offers shoes with a trendy design, and you can focus on the cushioning system that makes the sneakers comfortable for active recreation. Your USP will be attractive to those who value a combination of style and functionality.
Formation of a unique selling proposition
Once the value of the product and what audience to offer it to have become clear, you can start forming it. At this stage, do not confuse the USP with the slogan or offer. The USP focuses on the uniqueness of the product, the slogan creates associations, and the offer reflects the benefit that the client receives.
The slogan is a short, memorable phrase that conveys
The brand’s values, but may not reflect the unique qualities of the product. For example, the slogan for a drink could be: “The taste that inspires!” The offer is a commercial proposal that can include both the USP and additional conditions. For example: “Buy a new smartphone with a 108 MP camera and get a 20% discount on accessories as a gift.”
The USP should be simple and clear to attention. Example: “Our sportswear is stylish and environmentally friendly at the same time. Made from 100% recycled materials.”
