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4 Steps To Build Your Market Position



4 Steps To Create Your UVP & USP Today


Position this, statement that, unique my what? 


I get it. 


Unique propositions and brand statements – sounds like a snooze fest, doesn't it? 

But hey, stick with me here.


Launching a business and branding can feel like a Rubik Cube after a couple glasses of wine.


All those fancy terms marketers throw around – they're not just to confuse you, I promise. Believe it or not, these buzzwords are the thin line between 'We're open!' and 'We're closed – forever.' Harsh, but true.


Let's skip the fluff. I'm dishing out the real deal on crafting your USP and UVP. Because what's sass without substance? Let’s dive into why these acronyms should be your new BFFs if you want to be more than just a one-hit-wonder in the business world.


UVP Defined

Unique Value Proposition

This is your brand's promise note, the "why you'll love us" anthem. It's the blend of benefits that makes customers think, "Ah, so that's why I'll choose these folks." While the USP puts the sparkle on what you offer, the UVP is the mic drop on why it's a game changer for your customer. Think of it as the USP's cooler, more sophisticated sibling that tells customers not just why you're different, but why that difference matters to them.


USP Defined

Unique Selling Proposition

The spotlight-stealing feature of your product or service makes customers say "Take my money!" It's the standout trait that has your competitors kicking themselves for not thinking of it first. In a world of apples, it's your orange. It's not just what you sell; it's the unique flavor you bring to the party that nobody else can.


Start with Create Space with Market Position blog for a more in-depth overview. 


USP Defined

Unique Selling Proposition

The spotlight-stealing feature of your product or service makes customers say "Take my money!" It's the standout trait that has your competitors kicking themselves for not thinking of it first. In a world of apples, it's your orange. It's not just what you sell; it's the unique flavor you bring to the party that nobody else can.


What a USP should: 

  • Simple 

  • Concise

  • Short

  • Comprehensible

  • Specific

  • Distinguishable from the competitors USP 


What a UVP should do:

  • Creative action

  • Motivate the customer

  • Persuade


Key Components:

  • Evoking Emotions

  • Indicating Benefits

  • Defining Key Difference

  • Highlighting Key Selling Points

  • Competitive Advantage



UVP Defined

Unique Value Proposition

This is your brand's promise note, the "why you'll love us" anthem. It's the blend of benefits that makes customers think, "Ah, so that's why I'll choose these folks." While the USP puts the sparkle on what you offer, the UVP is the mic drop on why it's a game changer for your customer. Think of it as the USP's cooler, more sophisticated sibling that tells customers not just why you're different, but why that difference matters to them.


What should the UVP answer?

  • How your brand/business will improve the consumer’s life

  • How is it different

  • What’s the value


Key Components:

  • Specific differentiator 

  • Simple language

  • Focus on customer

  • Desirability

  • Credibility



4 STEPS TO DEFINE USP & UVP


STEP 1: Become your Target Audience

Let's slip into our customer's shoes—and no, we’re not talking metaphorically. Dive headfirst into their world. What's keeping them up at night so that your product or service can make a dreamy snoozefest? Identify what ticks their boxes—is it the need for speed, an unbeatable price, or maybe a sprinkle of luxury?

Being a pro isn't just about looking sharp; it's about delivering on your word with the consistency of your morning espresso.


Mull over these nuggets:

  • From the customer's POV: Pinpoint the itch they've got that you could scratch.

  • Obstacles, be gone: What hurdles are they high-jumping over daily?

  • The feels: What's got them on the emotional rollercoaster, and how can you be the safety bar?

  • Sneaky competitors: They're out there, ready to swoop in. What's their game?

  • Decisions, decisions: What's on the customer's menu?


Get down to the nitty-gritty with:

  • Market Analysis: Scope out the landscape.

  • Competitive Research: Know what you're up against—forewarned is forearmed.


It's not just about having a stellar positioning strategy for your brand; it's about truly understanding the heart and hustle of your target audience. Because let's face it, if you don’t get them, someone else will.


Step 2: The “So What?” Feature Factor 

First off, list all the features of your product or service. Now, for each one, ask yourself, "So what?" This is the way to drill down each feature to the benefits that matter. Because, let’s face it, features are great, but benefits sell. If your car wash uses eco-friendly soap, the "so what" could be, "clean your conscience while cleaning your car." See? It's not just soap; it's a statement.


💪🏻PRO MARKETING TRAINER TIP: Don’t hold back. No one has to see this list. Let the thoughts flow. You might discover something new.


Step 3: The “Why You?” 

Showdown Time to play a game of 'Why you and not the other woman?' Get to the heart of what makes you different. If your answer is "We just care more," you'll need to dig deeper unless you can prove you've got an empathy level that's off the charts. Pinpoint the tangible ways you stand out. Maybe your handbags have pockets the size of a black hole – finally, a place for your endless collection of lip balms.


💪🏻PRO MARKETING TRAINER TIP: The Whys for the USP and the UVP will have a crossover. Remember the USP is why the product or service is different and the UVP is why it matters. Create a long list.


Step 4: The “Keep It Real” Reality Check 

Last step, and it’s a doozy. Be brutally honest with yourself. Is your USP actually unique? Is your UVP truly valuable and different from the competitor? If your coffee shop’s USP is "We serve coffee," you might as well just say, "We open doors." Make it specific. Maybe your java brings world peace with every sip, or perhaps it's brewed by robots who tell dad jokes. Now that's a cup of coffee worth waking up for.


💪🏻PRO MARKETING TRAINER TIP: Revisit your mindset. Are you still thinking like your target audience? If it’s fading, go back to the market research and never stop looking at the competition. 



WRITING GUIDES

These are simple and effective writing guides. Just fill in the blanks and build from there! 


USP Template:

[Your Product/Service] is the only [Category] that [Unique Feature] for [Target Market] because [Evidence/Reason].


UVP Template:

Choose [Your Product/Service] for [Main Benefit] and [Secondary Benefit], unlike [Competitor], we [Differentiating Factor].


Alright, here's the game plan: Power through these steps in a day or a nice block of focused time. Then, give it a rest, let it simmer. Circle back after a couple of days when your brain’s had a chance to do its backstage magic. Fresh eyes can spot what your coffee-fueled marathon might have missed.


And hey, when you've got something shiny and new, toss it to your family and friends. They're like human sounding boards with the bonus of not charging consultancy fees.



Big Doesn’t Mean Better

Keep that positivity flowing and don't let the big league brands ruffle your feathers. The market's a big playground, and there's a spot with your name on it. Carve out your niche in the customer's gray matter with your one-of-a-kind offer. 


If you want to discuss further, book a session with Your Marketing Trainer!


Or, get a more comprehensive self-guided training with a Multi-Channel Marketing Course.


You got this! I’m here with you every step of the way.

XOXO


Lindsay

Your Head Marketing Trainer


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