Commandment #2: Thou Brand Shall Have A Solid Unique Selling Proposition?
Yeah, yeah, yeah. You have heard this a million times and it is so cliche. In fact, the whole idea of USP has been so overused and talked about that it may seem to have lost its credibility. However, it is still one of the most fundamental things you can identify for your brand’s success.
Most businesses in almost every industry face a crisis. There is too much noise. Too much competition. And buyers are not using the traditional methods of making purchasing decisions. The ones that are surviving this scenario and becoming successful and gaining market share are the ones that have a clearly defined USP (unique selling proposition).
The question is: how to build a brand identity that wins over competition?
You can start with creating a set of core values and a compelling brand story. These in turn will help you craft your unique selling proposition. Gone are the days when the USP had to be truly unique. Right now, your USP is all about how you tell your brand story. Why is that? Because every one seems to have claim their service or product is better, bigger, cheaper etc. The only way to really make your USP stand out is by telling the right kind of story.
Read more about understanding your unique value proposition.