Published On: Tue, Mar 20th, 2018

Why You Can’t Underestimate the Value of Having a Unique Selling Point As A Brand

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Whether you are starting a service-based business or launching a product, you have probably put a lot of thought into what your selling points are in creating your brand and strategizing for your early marketing. However, there may be one thing you haven’t yet spent enough time considering, which could be the absolute key to your success: your unique selling point.

Do You Have A Proper USP?

You have probably heard USP bandied about as a buzzword before, with a lot of sales training and material focusing on the ‘USP’ or unique selling point of any given product. The thing is, however, that this is all pretty meaningless if there isn’t actually anything unique about the product, to begin with. Or at least anything that makes it good.

For some things, the USP is obvious. For instance, the brand of 4’4” Hornswaggler, the smallest WWE wrestler. For others, it takes a bit more thought to identify, perhaps being the only smartphone that comes in pastel pink and also has a 17-megapixel camera or being the only local gym to offer a 30-day money back guarantee if you don’t lose weight. But if the USP is really obscure and not really much of a selling point at all, then you may need to look at how you might add something that packs a bit more punch.

You Don’t Have To Reinvent The Wheel

Even supermarket own brand versions of other products have the USP of being the cheapest version of a given thing the customer can choose from in the store. Uniqueness does not have to equal innovation or mean your product or brand does something nobody else has thought of. That would be impossible, especially if you are starting a business that does something there is a demand for. However, lots of other businesses create their own brands, such as web designers or a mobile hairdresser. You can still think of a way your business can add extra convenience, for instance, by being the only local mobile hairdresser that takes bookings through an app, offers value-added services, or has a loyalty scheme. There are lots of possibilities.

Make Sure It Is A Selling Point, Not A Gimmick

While there are lots of things you can do to set your brand apart, you have to be sure these are things your customers actually want. If not, you are just adding a gimmick, which can work as a marketing thing but isn’t the same as having a USP. Being the only pizza delivery company in town that stone bakes the pizzas is a USP. Being the only one where the pizza delivery guy tells you a joke when he delivers it is a gimmick.

Hopefully, this has given you some ideas about finding or adding a USP to your brand and including it in how you market your new business. It may take some work but having something unique in a beneficial way can really help your business be remembered and make sales.