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Unique Selling Proposition (USP) and Positioning Statements

Unique selling proposition - usp - positioning statements

Sell Yourself First

Unique Selling Proposition Definition: The factor or consideration presented by a seller as the reason that their brand of product or service is different from and better than that of the competition.

In today’s world of mass confusion how do you distinguish your brand’s uniqueness from your competition? Have you sold yourself on your brand’s uniqueness as a first step before trying to sell others on it?  

Once that you have done thorough market research and learned what your ideal client’s pain points are, you can ensure that your products or services uniquely answer their needs. How your brand of products and services answer those needs compared to your competitor’s brand and products can be stated in a brand or product Positioning Statement.

The Positioning Statement

What is a Positioning Statement and is it important?

A positioning statement is a clear expression of how your brand fills a particular customer need, in a way that competitors don’t.

Positioning statements are critical in the early stages of your company and also along the growth stages. They are core statements used in efficiently developing marketing campaigns, “elevator pitches”, brand and product presentations, websites and branding.

Here are a few key questions to answer in developing your positioning statement:

  • Who is your target customer? Who is the prime end user target for your Brand’s products or services. Who buys your products and/or services?
  • What problem do they have? Zero in on the main problem that causes your customer pain and keeps them up at night. Keep it simple and succinct.
  • How does your product or service provide a unique solution to their pains? Uniquely solving your customer’s problems will keep them coming back to your company for more solutions.
  • What makes us better? Describe your breakthrough capability and what makes you stand out. I often hear entrepreneurs stating that there is no one doing what they do and therefore is no competition. Bad mistake – there is always competition and you need to identify them, their feature set, and what you have that is unique and better.
  • What makes us different? Now describe the key point that differentiates you from your competition. People will remember one main differentiator so make it distinct!

Here is an example of a Brand positioning statement:

Michelin Tires

“To family-oriented adult car owners concerned with safety, Michelin Tires are the premium tires that can provide greater peace of mind”

Learn more about effective (that is 'market share growing'!) marketing in our free eBook:
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