How to find your USP

Finding your USP

What makes you special? What makes you stand out? Trying to define your USP is like designing your logo all over again. Nothing looks or sounds right. Reading subliminally between the lines that aren’t yet written, we all worry whether that sentence sounds too arrogant or makes sense and the task quickly becomes almost impossible.

You know you’re devoted to what you do and want to communicate that passion and drive and enthusiasm to the world – if only you could find the right words to sum up what you mean. What makes finding your USP even harder is knowing that customers are bombarded with millions of messages every day, so yours has to be pretty special to have a chance in hell of standing out. You could start by making life easier for yourself and group what we do in relation to our customers’ buying habits.

For Example, Are you:

  • The cheapest?

  • The safest?

  • The most luxurious?

  • The fastest?

  • Indisputably unique?

In truth, nobody cares about what you do as much as you do. So think like a consumer and what they care about. Their needs, budget, time constraints. What problem can you solve for them and how can you do it in a way that nobody else does?

What makes your product indisputably unique? Why not consider asking 10 people (preferably strangers) from your target market to share what they think makes you unique? Not only will this teach you more about your target market, you’ll be using other people’s objective words and ideas rather than forcing your own meanings on your products, possibly, missing the market completely. You might even find out something about your business offering you were unaware of.

When trying to find your USP, don’t make the mistake of not screening your ideas against your competitors and trends in your industry. You may find your unique selling point suddenly isn’t so unique after all. Consider your USP as a gap in the market. Worry less about the whole market, but focus instead on segments of your market – age, gender, location, disposable income, go back to business studies basics for a moment.

Your competitor might sell the same product as you but do they sell to the same target market as you? If so, whether your target wants to buy from them? Once you’ve come up with your defining statement which tells the world your USP you need to decide how to display this message consistently across your branding – logo, website, social media, business cards and everything in between.