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Unique Value Proposition (UVP):
Branding a product
Your Unique Value Proposition / Unique Selling Proposition (UVP or USP) is one of your most essential messages. It's a powerful - succinct statement that will:
§ Describe how you are unique, and therefore differentiate you and your product / service from your competitors in your market.
§ Resonate directly to the company brand - yours and your prospects (yes, even as individuals, we are a brand).
§ Give you insight about how to effectively market your product / service.
If you are having difficulty defining your Unique Value Proposition, you can be sure that your potential customers are as well. How can customers choose you if they are unable to quickly understand what's unique about what you do and why it should mean something to them?
Customers want to work with 'special professionals'. How can you show customers that you are worth more and that they should choose you? Know and use your Unique Value Proposition. Value is the intrinsic worth of your offer to your customers; it defines what they get for their money.
Quite simply, without a Unique Value Proposition your company risks becoming lost in a sea of similar.
What steps can you take?
Think Internally
What makes you unique? What sets you apart within your organization?
Take the time to really understand how your organization is different from your competition. A brainstorming session is a good way to start identifying your differences. Then, support this message internally to help you and your employees focus on the deliverables that set your organization apart and keep your customers coming back... and providing referrals.
If you haven't done a SWOT (Strengths, Weaknesses, Opportunities, Threats), analysis in a while, now would be a good time. As part of your SWOT analysis, pay special attention to the characteristics of your product or service and your customer service model - things that clearly distinguish you from as many of your competitors as possible.
Think Externally
What's important to your clients? Think only like them. Does language like 'increasing lifetime value' or 'profitability' or 'increasing efficiencies' impact their buying decision? If they do then it's essential to use this language when defining your Unique Value Proposition. Is Customer Service a factor? Delivery? Reputation? Custom ability?
Want to stand out from others?
Here is an important opportunity your competition is likely missing. Ask your customers and employees how they perceive your company and how they would define your UVP. This can be a humbling experience and is best accomplished by a professional facilitator.
