Starting a brand is not just about launching a great product or service. Part of your brand strategy must include deciding what makes you different (your unique selling point), then telling your story through your product, environment, behaviour and communications.
Unique selling point (USP). That word crops up an awful lot in marketing meetings. And it’s the most difficult thing in the world to hit upon when you’re a brand. Your product looks the same, acts the same, comes in the same colours or operates in the same way as others. But what makes you stand out is your belief in changing the world, in helping people or entertaining your customers.
Differentiating in a crowded marketplace
Say Coca Cola and most people would use words like youth, energy and the great American dream (if not too much sugar). Paris is romance. The Body Shop is about fairtrade. Apple trades on great design and simplicity. John Lewis is about offering sensible products and ethical trading, and Selfridges is cool and finger-on-the-pulse.