So, how do successful brands get ahead in their ability to capture their target audience? One answer is using a unique selling proposition (USP).
A common marketing technique used in well-established or larger businesses, it can be used to help differentiate your small business.
In this blog post, we'll review the purpose of defining your business' USP while highlighting 5 examples of brands getting it right.
A unique selling proposition (USP) is a statement that conveys a specific product benefit or a feature that sets a brand apart from its rivals. A USP will answer your audience’s most crucial question:
It highlights the benefits and features that are most valuable to your target audience and addresses a specific need they are hoping to fulfill.
A unique selling proposition is a single statement that sets your brand apart from the competition by sending a clear message about your product’s most beneficial features.
"YoRo Naturals is a safe space for connecting about sensitive skin conditions while treating them with natural, eco-friendly, and simple skincare products."
However, a value proposition is generally a longer statement that highlights the benefits of purchasing from your brand.
A value proposition justifies a customer’s perception of a price depending on your product or service's benefits.
Following the example above, this can be along the lines of:
"YoRo Naturals is committed to 100% full disclosure and honesty. Our skincare contains pure, natural ingredients while our clothing is sustainably sourced and ethically manufactured."
Many businesses offer sustainably sourced or ethically manufactured products. However, YoRo Naturals differentiates itself by providing a safe space and support for those suffering from sensitive skin conditions.
Unless you are lucky enough to run a one-of-a-kind business, you need to effectively articulate your unique selling proposition in an easy-to-remember statement that conveys a value not offered by anyone else in your industry.
With these 5 examples, we hope you'll better understand how you can convey value in your business.
HelloFresh clearly articulates its USP by saying it’s the best at what it does, and for a good reason. The foodservice not only delivers the most meals in the US, but it also offers the largest variety of recipes, generous meal portions, and even personalized wine pairings delivered straight to your door!
If you can make a bold statement and back it up by the social proof, you are likely to succeed in creating a USP that will win the hearts and minds of your target audience.
The Dollar Shave Club offers another excellent example of a successful USP.
This brand essentially took an everyday necessity and turned it into a fully customizable experience. By delivering shaving products straight to the customers, the company promises subscribers will never run out of their favorite toiletries that make them look, smell, and feel good.
The Dollar Shave Club stands by its unique selling proposition and binds its customers with the ease of purchase, quick delivery, and excellent customer service.
Drizzly nails down its USP by stating that they offer the fastest beverage delivery service in America. In less than an hour, you can shop online for your favorite products and get them delivered straight to your door.
Another bold statement, like HelloFresh, Drizzly, can easily differentiate themselves from competitors in the alcohol industry.
Claiming your coffee is the strongest in the world is a bold statement, in our opinion. It also makes an appealing USP focused on a specific customer niche with a particular need.
By paying attention to the consumer, DeathWish Coffee created a strong USP and built a perfect offering backed up by a money-back guarantee. A claim that their coffee is a unique combination of the best beans and a perfected roasting process.
In the age of digital communication, Venmo became one of the most popular and trusted apps for exchanging money. Venmo’s USP suggests that anyone can send or receive money without a fee or having to deal with cumbersome bank transfers and cash withdrawals.
The company’s unique selling proposition made the service so popular that it processed a whopping $27 billion in payments in the third quarter of 2019 alone.
As you can see from the examples above, a well-crafted selling proposition is not just a catchy punchline. It’s a unique idea that helps position your brand in a way that speaks to your customers' needs.
In today’s highly competitive eCommerce space, brands need to think outside the box, take risks, and show creativity in connecting with customers on an authentic and relatable level.r