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As an entrepreneur, it’s important to understand your business’s unique selling points (USPs) in order to differentiate yourself from the competition and effectively market your products or services. Your USPs are the factors that make your business unique and valuable to your customers, and they can help you create a successful branding strategy. Here are five steps to help you understand your business’s USPs:
Before you can understand your business’s USPs, you need to know who your target audience is. This will help you tailor your USPs to the specific needs and wants of your customers. Consider factors like age, gender, income, and location when defining your target audience.
Recommended
Resources
We have some helpful resources for identifying your target audience:
Conduct market research
Market research can help you understand what your competitors are offering and how your business compares. Look at your competitors’ products, services, and pricing, as well as their branding and marketing strategies. This will give you insight into what sets your business apart from the competition.
Take a close look at your products or services and consider what makes them unique. This could be the quality of the product, the level of customer service, the convenience (place) of the offering, or any other factor that sets your business apart. We do not recommend that you select price as your primary differentiator.
Read more about The 5 Ps of Marketing and Why You Need to Know Them. (People is one of the Ps!
Ask your customers for feedback on your products or services. This can be in the form of surveys, interviews, or even online reviews. Their feedback can help you identify your business’s unique selling points and areas for improvement.
This is a different process from requesting reviews or testimonials, so we are going to discuss how to request customer feedback for your branding separately.
Now that you’ve gathered your data and research, you can look at all of the data holistically and ask yourself some questions to help you choose one or more (best practices says no more than three are recommended) unique selling points:
What makes your business unique compared to your competitors?
What value do your products or services offer to your customers that they can’t get anywhere else?
What sets your business apart in terms of quality, customer service, convenience, or any other factor?
How do your customers perceive your business compared to your competitors?
By understanding your business’s unique selling points, you can create a branding strategy that focuses on your strengths and sets you apart from the competition. This will help you attract and retain customers, and ultimately grow your business
Ready to get expert insight into your branding?
Schedule a free consultation.
As an entrepreneur, it’s important to understand your business’s unique selling points (USPs) in order to differentiate yourself from the competition and effectively market your products or services. Your USPs are the factors that make your business unique and valuable to your customers, and they can help you create a successful branding strategy. Here are five steps to help you understand your business’s USPs:
Before you can understand your business’s USPs, you need to know who your target audience is. This will help you tailor your USPs to the specific needs and wants of your customers. Consider factors like age, gender, income, and location when defining your target audience.
Recommended
Resources
We have some helpful resources for identifying your target audience:
Conduct market research
Market research can help you understand what your competitors are offering and how your business compares. Look at your competitors’ products, services, and pricing, as well as their branding and marketing strategies. This will give you insight into what sets your business apart from the competition.
Take a close look at your products or services and consider what makes them unique. This could be the quality of the product, the level of customer service, the convenience (place) of the offering, or any other factor that sets your business apart. We do not recommend that you select price as your primary differentiator.
Read more about The 5 Ps of Marketing and Why You Need to Know Them. (People is one of the Ps!
Ask your customers for feedback on your products or services. This can be in the form of surveys, interviews, or even online reviews. Their feedback can help you identify your business’s unique selling points and areas for improvement.
This is a different process from requesting reviews or testimonials, so we are going to discuss how to request customer feedback for your branding separately.
Now that you’ve gathered your data and research, you can look at all of the data holistically and ask yourself some questions to help you choose one or more (best practices says no more than three are recommended) unique selling points:
What makes your business unique compared to your competitors?
What value do your products or services offer to your customers that they can’t get anywhere else?
What sets your business apart in terms of quality, customer service, convenience, or any other factor?
How do your customers perceive your business compared to your competitors?
By understanding your business’s unique selling points, you can create a branding strategy that focuses on your strengths and sets you apart from the competition. This will help you attract and retain customers, and ultimately grow your business
Ready to get expert insight into your branding?
Schedule a free consultation.
Brand Strategist • Fractional CMO • Artist Who Still Cringes at Bad Logos
Before I ever touch colors or logos, I help entrepreneurs uncover what their brand actually needs to say. With over 30 years in marketing and a background in fine art and commercial design, I guide clients through the kind of brand clarity that turns confusion into confidence—and yes, sometimes that starts before you even have a name.
I’ve helped nonprofits, startups, and multi-billion-dollar companies rebrand from the inside out. My process blends psychology, emotion, and positioning strategy so that everything from your messaging to your visual identity finally clicks. I’ve even had logos for large corporations in use for 25+ years—but my real joy is watching entrepreneurs light up when their brand finally feels right.
Because branding isn’t just about how it looks. It’s about how it works.
Vicky Wu, CEO
Author
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