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Take your brand from unremarkable to distinct to extraordinary
Something’s not quite right with the brand. There are symptoms. It feels like the business is harder. Winning customers has become more difficult. You have trouble standing out in a crowded marketplace. You can’t seem to break through the clutter. So prospects don’t know who you are. And if they do recognize you, they don’t recognize why they should care.
Most of these problems with the brand point to the need for a sharper focus. Prospects need to understand the promise of the brand (without having to dig for it.) Moreover, they need to recognize why that promise is essential to their lives. This is what makes you distinct to them.
How your brand becomes distinct
It’s time to revisit your value proposition or unique selling proposition (USP). You have to reaffirm why you are distinct. There are four questions to ask that will help sharpen the story of the value you bring.
- Who are you serving?
- What do you offer?
- Why is it unlike the other offerings out there?
- What does your offering do for those you serve?
Answer those questions and you can craft your value proposition. To bring it to life, start by using this structure:
