Revisit your Unique Selling Proposition (USP)

In a changing marketplace it's important for companies to ensure that what they perceive to be their Unique Selling Proposition (USP) is still relevant and that their marketing activity is reinforcing the correct message. Getting the USP right will help with product positionning and differentiate from the competition.

A USP can be assigned to one or several products, to a service or indeed to the company as a whole. Some companies differentiate on price alone, but this can be risky and often easily copied. For a more sustainable message therefore, identify a USP which is not purely price orientated and which communicates powerfully.

To establish an effective USP, you need to:

Understand why the customer uses that particular product or service i.e. what benefits it offers, not just the features or what it does for them.

How you compare to competitors' products or services i.e. how your product or service is positively different (or if negatively different, what you need to improve).

Establish how important each benefit is to your customers - Look for gaps to see where you can really differentiate, you may need to develop particular products or services.

Decide what marketing messages you can then use to communicate your USP - both briefly and effectively.

Lorraine Davidson, a qualified Chartered Marketer and a full member of the Chartered Institute Of Marketing, established Freelance Marketing Ltd in 1998.

The consultancy offers market research, strategic marketing planning and marketing communications services to both the consumer and business to business markets.