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A unique selling proposition is what makes a business different and it is why customers are willing to purchase its products or services.
Now a USP needs to differentiate clearly how it can solution customers’ problems and fulfil their needs and wants. In the context of social media, let’s not loose sight that the digital channels are just tools that could leverage the communication about a USP. So it is marketing as usual, nothing as a miracle will happen with social media.
In fact, social media will enable brand positioning because it has the capacity to reach customers at different touch points along the customer journey. And it is through these various points of contact with the target audience that the brand will tell its story about its USP.
As an example, a presence on Facebook can strengthen engagement with the target audience. This is a great opportunity for a brand to demonstrate its USP if the brand is perceived as reliable and very responsive to customer requests. Other social media platforms should also be considered as per their own capabilities and relevancy with the target audience.
I trust that it is all about brand building because the concept of a brand encompasses all that is relevant to the customers with a USP at its heart.
