UNIQUE SELLING PROPOSITION (USP)

What do you get by ordering the development of a USP at KOLORO?

A unique selling proposition (USP) is the best way to convey information about a product to a potential customer. In today’s fierce competition, it works much more effectively than a regular advertising text. It is the USP that allows you to turn an ordinary product into a “unique” one.

Thanks to the USP, the product is positioned as is special and unique. He is able to solve a problem and satisfy a client’s need.

It is very difficult to create a unique selling proposition, unless you are introducing an innovative product or service to the market that is not offered by anyone else. The main niches in any segment are occupied by competitors who have been using various advertising strategies for years. However, it is possible. A product that has a USP wins compared to a product without it.

To order a unique selling proposition, you should contact experienced KOLORO specialists who will find and emphasize the distinctive uniqueness that will help to distinguish your brand, attract the target audience and increase the company’s profits.

YOU WILL RECEIVE

The only USP on the market

Alignment with the company’s goals and mission

Targeted impact on the target consumer

Several options for slogans

A platform for creating a promotion strategy

Guaranteeing the effectiveness of the USP

The only USP on the market

Alignment with the company’s goals and mission

Targeted impact on the target consumer

Several options for slogans

A platform for creating a promotion strategy

Guaranteeing the effectiveness of the USP

The only USP on the market

Alignment with the company’s goals and mission

Targeted impact on the target consumer

Several options for slogans

A platform for creating a promotion strategy

Guaranteeing the effectiveness of the USP

Developing a USP: what influences the cost?

1. The company’s scope of activities and features.
2. The total number of products or services for which you need to develop a USP.
3. Number of developed options.

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Developing a USP: stages

1. Product analysis. Our experts will conduct analytical work that will help describe your product, its packaging, and analyze all its pros and cons.
2. Market analysis. KOLORO experts will conduct a comprehensive market research, studying its structure, condition and highlighting current trends. Example: Analysis of the Ukrainian candy market
3. Analysis of the target audience. KOLORO marketers will create a portrait of the consumer, analyze all the qualities of the product that are important to the target audience to understand what should be emphasized when creating a USP service. Example: Research of vodka consumers in Ukraine
4. Competitor analysis. KOLORO will analyze all competitors’ offers on the market, examine them for the presence of USP, and study the advertising work of competitors to determine which product qualities are already described in the advertisement and which ones remain untouched by competitors. Example: Analysis of tea brand platforms in the Ukrainian market
5. Internal audit of the company and brand. We will check the company’s condition, thoroughly study the positive and negative aspects of the brand, and draw up its characterization.
6. Create a list of the main advantages. Once we have all the necessary data, we will compile a list of the main advantages of your product or service.
7. Creation of USP. Based on the processed information, our specialists will develop a unique selling proposition for your brand, which will be a synthesis of product qualities that are important to consumers, aspects not touched upon by competitors, and the distinctive feature of your product or service. Example: Creating a unique selling proposition for the FRAU PAMPE brand

Requirements for a unique selling proposition

A unique selling proposition (USP) is an advertising and marketing strategy that must meet three requirements.

1. The text should contain a specific offer for the consumer (to buy a specific product, get a specific benefit).
2. The offer must be unique; competitors either cannot make the same offer or simply have not yet made it. The uniqueness can be directly related to the product, or it can be an unusual advertising claim.
3. The offer must be strong enough to attract a huge number of new consumers and persuade them to buy a product or service.

It is impossible to create a unique selling proposition using only empty, enticing words. You need to come up with a communication message that will help the consumer:

• to reconsider their usual views;
• take a fresh look at a specific product category;
• to distinguish the product from others.

Create a USP: principles

A USP is not just a list of unique characteristics of a product or service. Its main task is to formulate a message that clearly conveys your offer to the consumer. In doing so, you need to convey the information in a way that distinguishes you from your competitors and makes the consumer want to make a purchase.

Creating a USP: the main ways

1. Difference from competitors. In 1997, Apple made “Think Different” its advertising slogan, actively emphasizing its difference from competitors using PCs.
2. A unique benefit for the client. Only in the “insert name” supermarket chain can you buy the “insert name” product at the “insert price” promotional price.
3. The importance of the problem that the product or service solves. A tired middle-aged woman comes home from work, looks at the mountain of dishes and sighs. What could she do without a new dishwasher?
4. Personalized appeal to the customer. Khlebnyi Dar vodka is made for the “men who rotate the Earth”.
5. Quantitative parameters (such as 5 years of experience, delivery in 10 minutes, etc.). Lvivske 1715 actively exploits the status of the oldest Ukrainian beer in its very name.

You should also keep in mind that it is difficult to create a USP without a positioning concept, as these two elements are closely interrelated. Therefore, if your product does not yet have a developed positioning concept, KOLORO marketers and designers will be happy to help you solve this problem.

Why should you order the development of a USP from KOLORO?

1. It will be easier to sell goods with a USP.
2. You will not need to be afraid of low prices from competitors, as the product will have another advantage.
3. Even if there are similar offers, your product will be unique.
4. It will be much easier to motivate consumers to make repeat purchases.
5. You will get a platform for creating a successful product promotion strategy.

Developing a unique selling proposition is an important step on the road to success. Therefore, it is better to entrust it to professionals – the KOLORO branding agency.