What is the USP of a brand?
The distinct property of our product that you are giving as a value to the consumers is known as the Unique Selling Point or Unique Selling Preposition. Your product's USP is unique and distinguishes it from other similar products on the market. There may be other competitors, but each one's USP would be unique. It is the product's only distinguishing feature that encourages customers to buy it and, as a result, increases sales.
The stronger the product's USP, the more likely it is to attract new customers. The worst feature of a product would be its ability to engage customers. Choosing a unique selling proposition (USP) is critical when designing a product and updating it on a regular basis to ensure that the product maintains its high-value proposition to potential customers. Customers will stick with your product only if it adds value to their lives and assists them in some way. When a product manager understands the customer's mindset and behaviour patterns, it's much easier for him to improve the USP by passing time according to the needs of the customer.
Whether you're running a large corporation or a small startup, your USP should always be taken into account. It's the only thing that'll get people to buy your product.
Importance of Unique Selling Proposition
The customer's Unique Selling Proposition explains exactly what you're offering them that their competitors aren't. It explains why the customer should choose your product and buy it for his or her benefit. At the same time, it informs the customer why he should not purchase other competitors' products because they are not as good as yours. The Unique Selling Proposition of your brand product is the difference between you and your competitors in providing value to customers at a significantly lower price and value. Its significance is defined by the fact that it is one-of-a-kind and will stand out from the competition. It should always take precedence when making decisions about your product and services for the benefit of your customers.
The following are some key points to consider when dealing with your product's USP:
- Put yourself in the shoes of your customers.
- Understand what drives your customers.
- Understand how customers' purchasing decisions change.
- Find out why your customers buy a product in the first place.
When deciding on your product's USP, as well as when improving your product's USP, keep the above key points in mind. These key points will assist you in comprehending and developing a better understanding of product design and management.
Examples of Unique Selling Preposition
Following are the mentioned examples of brands with their USP.
- Anchor - Anchor's tagline, "For everyone, everywhere, for free," encapsulates the brand's entire USP. Anchor is a podcasting platform where anyone who wants to start their own podcast can sign up for free and broadcast for free.
Its tagline expresses the consumer product's uniqueness by stating that it is accessible to all. And consumers will be persuaded by it, resulting in more sales.
- Canva - Canva is another company that offers great design templates that customers can use without having to spend a lot of time creating them from scratch.
Canva's tagline is "Empowering the world to design," which speaks to the simplicity of being able to design anything for professional or personal use without having to go through the rigmarole of editing. They create custom templates based on your needs, which you can adapt to the needs of the project you're working on.
What is the best way to communicate your Unique Selling Proposition (USP)?
Your Unique Selling Proposition can be communicated in a variety of ways. The most important of which are listed below:
- Advertising -
Businesses can use traditional media advertising and brand marketing campaigns to get their brand in front of their target audience and communicate their USP.
- Social Media -
For many businesses, social media is a major driver of brand awareness. Companies can communicate their USP by having a strong social media presence and working with social media influencers.
- Content Marketing -
A good way to communicate USPs is to create interesting or viral content that also discusses how and why a company differs from the competition.
- Digital Marketing -
The USP is frequently presented as a webpage's tagline or as a bulleted list on a product page for an online store or digital business.
- Search Marketing -
Improving a website's SEO and ranking for key terms in search engines like Google can help a company gain visibility and communicate its unique selling propositions.