Identify Your Unique Selling Proposition (USP)
You need to differentiate
yourself, so that when people think of you
they automatically build in the link to your
own USP. Why should someone use you rather
than another person? The reason is your edge.
Is it because you are there? Because you have
the lowest prices? Because you know more about
the subject than anyone else? Because you're
fun to be with? Because you're famous?
To help you with
this task, try the following exercise. Write
down the names of the ten brands you most
admire: cars, TVs, restaurants, services,
airlines, hotels, chocolates, whiskies, whatever.
Then write down the attribute you think that
each brand has that makes it so. I'll give
you a few of my own favourites:
News Network), 24-hour global TV
guaranteed delivery on time
computer, intuitive, user-friendly, graphic
Airlines, the best business-class service
If you know who
your competitors are, try the same thing for
them. Then write down ten attributes for yourself
that could be used to differentiate you from
everyone else. You are a brand!