Strategic Consulting Agency. Fort Lauderdale Web Design, Branding, Digital Ad Marketing Agency, CRM Software

In most business schools, one of the first things you learn is that successful brands stand out from the competition. Maybe they offer unique innovation, such as Apple. Or perhaps they have valuable safety features, such as Volvo. Or perhaps they are reliable and familiar, such as McDonald’s.

All of these three elements are known as “brand differentiators” and when you focus on them, you can set your brand and your business head and shoulders above the competition.

Uniqueness

What sets your brand apart from your competitors? Are the products or services you offer different than everybody else’s? If so, you already have the first brand differentiator: Uniqueness.

When people look for the types of products or services you offer, yours need to stand out. If you offer the exact same products or similar services as everybody else, there’s no motivation for people to choose you over your competitors. Find the one thing that makes your brand unique and focus on it so you can explain to potential clients or customers what it is that makes you different and better than everybody else in the marketplace.

Value

The second brand differentiator is value. The uniqueness you promote should be quantifiable to people in some specific way.

That could mean price, but it also could mean time value, convenience, safety, or any significant value difference that distinguishes your brand from all the others.

Dependability

People need to know that your products or services are reliable, dependable, and consistent. Successful businesses focus on creating dependability as their third key brand differentiator. Once customers know they will get the same great products or consistent service from your business, they will return again and again. Plus, they will share their experience with family, friends, and social media contacts.

Brand differentiators — uniqueness, value, and dependability — are what separate average companies from the great ones. Which one does your business want to be?

 

 

No matter what business you are in, there is always going to be competition. Distinguishing your brand from all the others is key to building sales, capturing market share, and building loyalty among clients and customers.

Your brand’s ‘Unique Selling Point’, or USP, is how you stand out from the competition. Defining your USP and exploiting its potential offers a long-term path to continued successful branding. Here’s how you do it.

USP as Branding

First, it’s important to understand that your brand’s USP is more than just marketing. It is what defines your business as a whole, including everything from operations to product design to choice of marketing platforms and targeted customers.

Second, as the name implies your Unique Selling Point should be the one thing that distinguishes your business from all the others in the same marketplace. It’s not a product feature, it’s a branding concept. For example, the USP of Apple’s iPhones isn’t that they are compact, intuitive to use, or even that they are smart. It’s that they are innovative and cool.

By defining this particular USP, Apple is able to convince millions of consumers worldwide to pay more for their product even though there are others that do essentially the same thing for less money. And this central USP is integrated into everything from packaging to their research and development to the design of their retail stores.

What’s Your USP?

So defining the USP for your brand, products, and business as a whole probably the single most important decision you will make as a business owner. You want a USP that is true, concise, and easy for customers to instantly grasp. Yet it also should be bold, edgy, and focused squarely on customer benefit.

Lytron Design can help you define your brand’s USP then collaborate with you to implement it across all platforms as part of an overall strategic branding campaign. Let’s work together to create a memorable, effective USP that will give you the results you want.

 

 

The key to any long-term business relationship is value. When what you offer is valuable to your clients or customers — whether it is a product, a service, or simply an idea — then that value creates a strong loyalty that you can benefit from for years or even decades.

But in today’s lightning-fast, scroll-through business environment in which attention spans are shorter than ever, value is not enough. Your business also needs to engage your clients in ways that are simultaneously unique and appealing.

Standing Out from the Crowd

The benefit of offering a product/service/idea that is unique in your marketplace is nothing new. The big business schools have been instilling this idea in their graduates for generations.

What is different in today’s business environment is the need to engage people in ways that are appealing. It’s not enough to have a website that offers high-value content or simple and efficient navigation. Web pages also need to appeal to the eye, inspire the intellect, and instill confidence and comfort in both casual and repeat visitors.

The same premise holds true for every other potential contact portal for customers or clients, including print media, broadcast marketing, and even physical showrooms and offices. There’s simply too much competition today to allow your focus to slip even slightly. By the time you realize you have lost the customer’s attention, 15 other competitors will be vying for their business.

Building Brand Loyalty

Engaging people in ways that are continually creative and effective is hard. If everybody could do it, we would all be billionaires. But the good news is once you land upon brand identity for your business that is both unique and appealing, you can create strong loyalties that will keep people coming back to you time and time again.

Apple has done it. So has Tesla, Netflix, Costco, and countless others. Now it’s your turn. If you’re ready to get started, Lytron Design is ready to help.