The Language of Brand Building: 4 Steps

Key players in the marketplace belong to the school of thought purported to believe that every brand desiring to be around for a very long time must compulsorily have their Unique Selling Point(s), otherwise referred to as Unique Selling Proposition, USP. The USP of a brand is what makes your product/service preferable. Whatever this might be and mean for each brand, it has got to be defined and implemented.

The Unique Selling Point of any brand caters to the secret of customer/brand/product loyalty. In business language, this is what endears your brand/product/services to the hearts of your clients thereby making your brand their first and sometimes, only option.

Without further ado, the Unique Selling Proposition for any brand is therefore the language for brand building! This article (in simple steps of four) seek to serve as a guide for appropriating the idea of creating a Unique Selling Point.

Now let’s run:

  1. Refine your after-taste experience: The desire and expectation of every one in business is that they are patronized. The entry of a client into your business space (even before they begin to transact with you) might not be so difficult; but as they make their way into your space, what thoughts flood their hearts as they interface with you? What impressions were you able to sustain in their hearts – memorable, sour, bland – which was it? If your brand were to be reviewed honestly, what would be said? While pondering on what the response would be, it is advised that you see your brand as your promise and gift to your clients – a promise that is different from your competitors. In your promise lies your USP!
  2. Communicate your promise through your service/product delivery: Basically, this involves selling your brand and its USP. The mediums of word-of-mouth, advertising, social media marketing, content marketing and search marketing are diversities in which a brand can be sold. It is however important to note that while selling, strong emphasis should be placed on the difference you are bringing to the table with your brand.
  3. Build and deliver on your promise, whatever it takes: What this implies is that you are ready to do something that has not been done before – or improve on what has been done and going the extra mile (which would usually be the case most of the time) to ensure that the promise is constantly kept.
  4. Be Coherent: Saying one thing and doing another should not be synonymous with your brand. You cannot tick the boxes above and fail in this aspect. Irrespective of your brand model, you must be consistent. Consistency is usually the hardest part, albeit, it is the one with the sweetest rewards. The idea behind this is to build trust in your clients – such that they begin to see the brand evolve from a promise communicated to a promise fulfilled.

As a business owner, you need to evaluate and communicate who your brand exists for, what drives your brand to proffer the kind of solutions it brings, and how the brand intends to make sustainable impacts.

A brand’s USP is the key differentiator and sometimes, the only reason your clients/customers would stick around and it forms a crucial part of your survival, thriving and marketing strategies for customer/client attraction and retention.

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