Blog post by: Amber Brownlow, Baer Performance Marketing Intern
Your unique selling proposition
Do you know right off the top of your head what makes your company special? What it is that you do better or different than your competitors? If you’re not sure, I recommend that you find out what it is and leverage it to your advantage. When conducting research on various different companies, I found that for many of the websites I visited, I was not sure what the company’s unique selling point was. Why would I choose to go to this company over another? What is it about you that would attract me to buy your product or utilize your services? It could be any number of things. Your unique selling proposition could be offering the lowest prices, or perhaps you utilize the newest technology. Maybe you have the small-town hospitality and friendliness in your company culture that keeps customers coming back. There is something that differentiates you from the rest, and finding what that is and prominently promoting it will help your customers understand why they should choose you.
Keep a keen focus on one or two areas your company excels at.
Something else I noticed through my research was that many companies try and promote how great they are at everything. If that is the case, wonderful! However, other companies are probably great at those things too. What is the major thing that makes you special? If you try to do too much and you don’t put a spotlight on what it is specifically that differentiates you from the rest, the customer probably won’t feel a significant connection to your brand. Find what it is that gets customers through your doors, and then make that a focal point when you market your company.
Don’t always try and replicate what the others are doing.
Many companies who want to start marketing themselves more and creating an image for themselves turn directly to what other companies are doing. The problem? Websites are all starting to look the same! Don’t design your webpage the same way and use a lot of the same content – after a trend catches on, it can become the norm, and therefore using it is not going to help you stand out. It’s ok to look to competitors for inspiration, but be unique in the way you market yourself creatively—especially through your content. When deciding on your unique selling proposition, look internally to see where your strengths are. Don’t choose it based on what other companies’ strengths are.
Realize that you are special.
You may have difficulty thinking of what it is exactly that helps differentiate you from the next company, but there is always something. I’m sure this isn’t the first time you have heard someone try and tell you that you need to stand out from the crowd, but it truly is important in today’s world. People have so many options. You need to give them a strong reason to choose you! In a crowded marketplace, you can’t afford to not know who you are as a company, what you stand for, and what makes you unique. If you can’t decide what it is that makes your company special, how can you expect customers to? Customers feel a connection to strong brand identities; it’s what draws them in. Understand the importance of developing a strong unique selling proposition, and leverage it to your advantage. Market your uniqueness, and experience the benefits that come with it.
If you have any questions regarding brand development, please leave them in the comment section below or privately reach out to the Baer Performance Marketing team here.