Finding Your Branding USP: What Makes You Unique? As a business owner, if you understood the art of finding your branding USP and daring to show what makes your brand unique, you wouldn’t need brand experts. You could do all of it in-house, but your marketing people are usually assigned to handle other activities, such as planning for and buying up ad space across different media channels. We’re here to help you represent your company’s products or services through effective branding design after extensively studying your market.
Why Branding Design
Branding design is a specialised form of marketing that requires careful implementation of messages that express your USP across all markets. This isn’t an exact science, and some activities that we plan do not reach target audiences in the ways we expected. Branding design begins with an understanding of your unique selling point (USP), and all branding efforts we use will reinforce this concept.
To compete, you must show what makes your brand unique and do it better than other companies in the same market. As you dare to show this, please keep in mind these two points:
- A good USP differentiates your products or services from those of your immediate competitors and from related businesses.
- The more clearly you define the USP, the better your target customers will understand why they should buy from your company.
Communicating the Branding USP
Tucker J. Marion and Sebastian K. Fixson’s article in the Harvard Business Review explained four ways that an organisation can innovate in a digital economy. One of these methods could help you understand how to express your USP in terms that consumers will understand. We can help you tweak the USP for the present business environment:
- The specialist mode. A company has improved a product or service for the target market. Apple is an example firm that focuses on high-risk/high-reward projects.
- The venture mode. This way of innovating “expands the flexibility and speed with which innovators act.” Examples are start-ups with small groups of entrepreneurial-minded individuals.
- The community mode. This kind of organisation uses social product development as a means of innovation. Strangers get together from all walks of life and work in an atmosphere with few organisational boundaries and a maximum potential for collaboration.
- The network mode. This type of company relies on the collaboration of people with specialised product design knowledge, and they share ideas and develop superior products. The organisation usually operates within close vendor networks.
Thinking It Through
When you step back and evaluate the business model that you’ve already organised, the core USP may be there, but it might not be expressed in the right terms. A unique selling point is clear and succinct. Your customers, even pre-teens, can express it in a few words and understand it. They know what they are getting when they consume your brand.
Standing Out through your Branding USP
We are here to help clients stand out from the crowd. This is more challenging to achieve for some businesses than others. For example, our creatives might find it easier to brainstorm branding design ideas for a sportswear line than for an accounting firm. Why would it be easier?
As consumers ourselves, we’re accustomed to seeing Nike and Reebok in virtually every media format. We can imagine sportswear without excessive mental exertion. An accounting firm is an organisation that offers the same service as millions of other companies. It’s hard to represent this firm’s brand as unique or trendy, but we can express its unique advantages to customers in a certain region. An accounting firm might have a business model or a pricing plan that really works for clients all over the world.
It’s our job to represent each client’s Branding USP in a powerful way, and we love to do just that. For details, please contact us today.
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