Do you have a Unique Brand Promise aka Unique Selling Proposition?
Knowing how to develop your unique selling proposition (USP) will help you speak to your ideal market, boosting company awareness and ultimately sales! Often an effective USP can be summed up in a brand tagline. Knowing how to develop a brand tagline that speaks to your ideal audience will help with market positioning, brand visibility and promotion.
Ideally a brand should help position you as the leader in your field, the go-to knowledgeable expert or the company having the best product/service. The goal is to be at the forefront of your ideal client’s mind.
That’s a bit easier to do if you are the only one, or the first to offer a particular product or service. Think of the brand names that have become synonymous with their role: Kleenex, Coke, Scotch tape.
But what if you’re not the only one or the even first one? How do you compete and capitalize with ‘first to market brands’? That’s where your USP comes into play.
How to Develop Your Brand Promise & Tagline
The tag line is your Unique Selling Proposition or USP. It’s based on the idea that every product has something unique about it so the goal is to highlight that uniqueness in order to make the brand stand out. Think of it as your ‘brand promise’. Your USP is an essential part of brand positioning, which is vital to marketing!
Positioning sets a brand apart from others in the same industry. The USP can ‘position’ a company or individual as the stand-alone expert thus catapulting brand awareness.
Take a look at the tag line’s or brand promise of these top companies:
Walmart – The low price leader
Target – Expect more, pay less
Nike – Just do it
BMW – The ultimate driving machine
CarMax – The way car buying should be
How to develop a brand tagline: know your target market
How can you compete with the catchy brands of the big boys? First get a clear understanding of your target market. This is key, most new business owners don’t take the time to truly understand their ideal client and the desired results they seek. Knowing your target market will enable you to highlight your Unique Selling Proposition and position yourself in a way that speaks to that market.
Start by asking yourself:
- What sets you apart from everyone else in your industry?
- Why would people buy from you?
- What can you offer that is uniquely yours?
Once you determine what sets you apart you can then develop your brand promise.
If this sounds easier than it actually is – you’re right! Figuring out just what makes you different is one of the biggest struggles for entrepreneurs. It takes time, which is why so many people side step it – huge mistake! You’ll only have yourself working harder to secure business if you don’t know what makes you stand out.
If you’re having difficulty trying establish your USP – invite your clients or prospects to help you. A great way to boost your company awareness and create engagement is by asking for help.
Ask others for their opinions:
- What they think sets you apart?
- Why did they choose to do business with you?
- Or, ask your prospects why they even considered talking with you?
- You may want to develop a survey asking your ideal market:
– What they look for when booking a company such as yours?
– What are their hot buttons?
– What makes them decide to buy?
Knowing this information will enable you to address these points and create your unique ‘brand promise’ and ultimately develop both your USP and brand tagline that is sure to set you apart as an industry leader!
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