Your Brand message is the backbone of your brand identity.

You need a powerful and effective way of presenting your message without grouping yourself and your business into your market category with all the other ‘me too’ competitors. A method for standing out and not blending in. A strong message that is simple direct and benefit driven to attract the attention of your prospect and keep them engaged.

It’s called a USP.

USP stands for your Unique Selling Proposition. And a USP is exactly how you standout from the crowd – from your competitors. A USP is how you differentiate yourself in the marketplace.
One of your biggest goals in your marketing is to make your product or service special, unique and more advantageous than any of your competitors.

This uniqueness is what will ultimately make your company, product or service more valuable in the mind of your consumer.
Your USP differentiates what you are selling from your competitor by focusing on benefits that are relevant and diversified by your product.
Examine closely the message you send to your clients and prospects and craft it for them specifically, basing your message on the result they can expect when they purchase products or services from you.

What do you have (or what can you create) in your product or service that makes it truly remarkable? What do I mean when I say remarkable? Think of it like this:

When people experience your product or service, it is so unique – so outstanding – that they just can’t help remarking to others about it. A USP makes three clear statements to clients and prospects alike:

1. It must make a clear benefit message to the consumer.

2. It must be something the competitor does not or cannot offer, provide or promote.

3. The proposition must be strong enough that it can pull a new prospect to your product. It can’t be trivial. It has to be created by those benefits that hold the highest importance to the prospect’s wants and desires.

A good USP is simple and provocative. Think about your business and recognize the impact it has – or can have on the lives of your clients and prospects and incorporate that impact into your marketing message.