The Qualities of Good USP
Content
The qualities of a good USP
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The qualities of a good USP
It is single-minded. It is short, simple, concise and easy to communicate.
It loudly proclaims a big benefit that you know is relevant to your prospects and/or customers in a particular seg It is focused (and so doesn't appeal to everybody). It is unique (clearly different to that offered by your competitors).
It addresses important and relevant concerns of your propects and customers. (Why consumers buy and Why bu It is very easy to understand, and to relate to personally. It is interesting and attention grabbing. It is persuasive, motivating and compelling. It demands action. It is economically feasible for your company to deliver it. It penetrates every element of your business, your brand promise and your customer service.
mers in a particular segment.
umers buy and Why business people buy)
2
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5
Develop your brand strategy
Your strategy must be driven by the principles of differentiation and sustained consumer appeal. There are typically five main drivers to your brand strategy: Delivering product attributes and functionality (product quality) that match the needs of the market.
Developing a positioning that presents the brand as positively different (see differentiation) to that of its compe Including a positive connection between brand and customer, on an emotional level (the brand essence). Ensuring that you are delivering perceived value. Creating widespread reach and awareness of this positioning amongst targeted segmented customers and stakeholders through an integrated and effective communications strategy.
the market.
n) to that of its competitors.
brand essence).
1 2 3 4 5 6 7 8 9 10 11
The qualities of a good USP
It is single-minded. It is short, simple, concise and easy to communicate.
It loudly proclaims a big benefit that you know is relevant to your prospects and/or customers in a particular seg It is focused (and so doesn't appeal to everybody). It is unique (clearly different to that offered by your competitors).
It addresses important and relevant concerns of your propects and customers. (Why consumers buy and Why bu It is very easy to understand, and to relate to personally. It is interesting and attention grabbing. It is persuasive, motivating and compelling. It demands action. It is economically feasible for your company to deliver it. It penetrates every element of your business, your brand promise and your customer service.
mers in a particular segment.
umers buy and Why business people buy)
2
1 2 3 4
5
Develop your brand strategy
Your strategy must be driven by the principles of differentiation and sustained consumer appeal. There are typically five main drivers to your brand strategy: Delivering product attributes and functionality (product quality) that match the needs of the market.
Developing a positioning that presents the brand as positively different (see differentiation) to that of its compe Including a positive connection between brand and customer, on an emotional level (the brand essence). Ensuring that you are delivering perceived value. Creating widespread reach and awareness of this positioning amongst targeted segmented customers and stakeholders through an integrated and effective communications strategy.
the market.
n) to that of its competitors.
brand essence).
