The marketing term “Unique Selling Proposition” was first introduced to the business world in the 1940s. It encourages marketers to promote a product or service based on a specific benefit to the consumer. In order to make your brand stand out, you need to make it clear what separates it from all the others.
Trust builds relationships, which means that a Unique Selling Proposition is the perfect way to pitch your authenticity. Choose something that sets you apart and gives your consumer a reason to trust you instead of the competition. For example: Your company has been around 50 years longer, and therefore has more experience.
Stand for Something
When they first start, many businesses aren’t sure what kind of aim to take and they try to stand for everything, instead of choosing to stand for one thing. However, a consumer looks to a company for to help and when the company doesn’t have a clear-cut definition of how it can do that, it could spell trouble. As a business, you need to create something that you can market confidently (the lowest prices, a unique approach to a common idea, a way to change your lifestyle, etc.).
When you have something unique to offer your consumers, your consumers will start talking about you. And the more they talk about you, the more exposure you’ll get… So give them something interesting to talk about.
A good example of a company with a Unique Selling Proposition is TOMS Shoes. TOMS is a shoe company that has become known as a company that works to help the less fortunate – when you buy a pair of inexpensive shoes made from natural materials, TOMS will donate a pair to a child in need.
Another good example is Starbucks. This company started off as a small coffee business in Seattle, Washington and grew to become the go-to brand in premium coffee and premium coffee beverages. When people think of coffee connoisseurs, they think of Starbucks.