The ultimate guide to finding your USP: How to do it and why it matters!
You don’t need us to tell you that the world of retail is a competitive one. Whether you’re looking to get more sales, want to be stocked by a retailer or need to re-position to pull back market share, there’s one thing that you definitely need to be sure about: Your USP!
Before you get stressed about the idea of hours spent brainstorming, read this post. Whilst it can be tricky to perfect this element of your messaging on your own, we’re here to help.
What actually is a USP?
Put simply, a USP is your Unique Selling Proposition (or Point). But you probably already knew that!
At its core, your USP is what makes your brand better than another. It’s what makes you stand out when compared to other businesses. It’s what makes you different in the eyes of your ideal customer.
By deciding what benefit in particular is your USP, not only can you get razor-sharp with your marketing strategy and messaging, but you can also make business decisions with more clarity.
Why do you really need a USP?
The reasons that you should really nail down into your USP are two-fold, but both related back to one core aim: More sales. That's what you’re after, right?
Firstly, having a clearly defined USP accompanying an equally clear brand story will help your business stand out to retail buyers. They will understand why you’re different (read: better) than your competitors and, as such, why you should be stocked on their sparkly shelves!
Secondly, having a USP will also directly attract customers to buy from you too. Forget the retailer for a minute: Knowing who you’re targeting and what about your product makes you perfect for them in a way that no other brand does is a brilliant way to boost your earnings. Your Unique Selling Proposition will pique their interest and encourage them to learn more, giving you the ultimate chance to make a sale.
In a world where there is just so much information out there for consumers, your USP will help to keep your message succinct and targeted. No more information overload for customers = A better relationship with your brand!
We hear you - “I already created a USP when I launched my brand!”
And to that we ask you: When did you launch your brand though?
Whether it was six months ago or six years ago, there’s no doubt that the retail landscape has changed in some way. Plus, your brand has probably pivoted in multiple ways too!
Whilst you may believe that your messaging is 10/10 already, it’s absolutely crucial to regularly check in with it. Assess whether your positioning in the market is exactly the same (...it’s probably not) by looking at how many other brands have launched in your category since your brand was born. Plus consider everything you’ve learned in this time; Is there a clearer way of communicating this to make your USP even more solid?
My insider tips for perfecting your USP
Formulating a great USP is something I work with all 1:1 clients on. Yes. All of them!
Working with countless brands has shown me that many founders feel uncertain of their message, which has a negative impact on their whole strategy. Not to mention their confidence! That’s why this is my first point of call.
Over the years I have also experienced that the positioning and USP of many established brands is often the cause of stagnation or decline as new brands pop-up, trends accelerate and consumer behaviour evolves. As a result, getting stand out is just as important for an established brand and something I review and advise with corporate clients.
Sometimes all that’s required is a quick tweak. Sometimes a brand needs a deeper dive over a period of time. One thing’s for sure though: Their effort always comes back to them tenfold!
I suggest that brands create four key elements, relating to their USPs:
An Elevator Pitch (or Mission Statement): One line that describes your brand and by far the most important part of communicating your point of difference.
A Brand Message: A couple of sentences that describe what the brand does. Be as concise and specific as possible.
Your Brand values: Five (ish) words that are the core beliefs of your brand. Think of these as the brand’s personality!
Your Brand Story: The longer “why” of your brand. I recommend creating this in a variety of lengths (for example, 100, 250 and 500 words). You’ll find them useful for countless scenarios.
The elevator pitch is by far the most challenging of these elements, but getting it right can be the most powerful! Let’s take the brand Drunk Elephant, for example. Many brands look up to them for selling $850 million within seven years. This is clearly an impressive feat, but being a “clean” beauty brand is no longer enough. The words “natural” and “clean” have both been used so much that they’ve become somewhat meaningless. Neither is a powerful USP any longer. You’ll need to dig deeper!
When formulating this short tag line, I often see brands trying to forgo emotions and focus on the factual. However, I would recommend weaving emotion into your elevator pitch, by expressing what problem you’re solving, as this is ultimately what customers want to buy.
This is something I work with clients on a 1:1 basis as it can be a challenge to work this out alone, particularly when you are immersed in your brand. However, here are some questions to start considering…
Why do you do what you do?
What does your brand stand for?
Who is your customer?
What problem does your brand solve?
What is the impact of someone not using your brand/product?
What do you want people to say about your brand to their friends?
Where should you use your USP?
The goal of all of your messaging is to lead your customer through a journey of discovery about your brand: At each touchpoint they uncover, they can start to find out more about you and why your business was created.
With this in mind, your USP (and in particular your elevator pitch) should be everywhere: From socials and websites, to in-store events, staff training and throughout the product development process. Content creators can also be a great investment for this, to help you tell your story and create a better customer experience.
If you take one thing from this blog post, make it this: Communicate your USP regularly and consistently across all customer touchpoints. Be sure that your messaging is offering a solution. Don’t over complicate things, simplicity can be your friend.
ELEVATOR PITCHES developed for A more FOCUSED USP
You can see from the before and after examples, Wizz has helped to create a more emotive phrase to capture the attention of new customers and retail buyers.
Previously many of the elevator pitches were fact-based. Weaving in some emotion and description of the problem the brand is solving leaves the reader wanting to find out more about the brand.
You only have a matter of seconds to capture someone’s attention when we are surrounded by a sea of information.
Wellbeing Supplement Brand Birch and Wilde
Elevator Pitch Before…
Empower your wellbeing.
Elevator Pitch After...
Reconnect to the you that you remember,
A few simple tweaks will empower your wellbeing journey.
Candle Brand The Muses London
Elevator Pitch Before…
A sustainability first, luxury home fragrance brand, creating a balance between working and relaxing.
Elevator Pitch After...
Scented signals to shape your day, sustainability-first home fragrance.
Skincare Brand Luneia
Elevator Pitch Before...
High performance, clean formulations, underpinned by eco-creds
Elevator Pitch After...
Luneia creates science-backed skincare using clinically-proven active ingredients, to help you find your best skin.
OR
Find your best skin with science-backed skin wellness.
(As you can see - depending on where you are using your tag line, an even shorter version can be created)
Skincare Brand Monday Muse
Elevator Pitch Before…
Effortlessly chic skin rituals, vegan-friendly skincare for delicate and reactive skin.
Elevator Pitch After...
Effortless Skin Rituals.
An easy way to take care of not so well-behaved skin.
This is what our clients say about working with Wizz
“I was struggling to refine my core mission so I could fully develop our growth strategy. Refining this has helped regain focus, direction, and connection to my brand and our audience. The impact was pretty immediate and has helped with several projects. Wizz's ability to hear the most important information and identify those key areas that mean the most are so valuable. I now have the confidence to talk about and pitch our brand without thinking twice.”
- Tara, Founder Birch and Wilde
“I have a clear set of goals and a more focused approach to marketing, business activities and priorities instead of spreading myself too thin and trying to spin too many plates. Wizz really helps you focus on the right areas and brings it to life with her experience. It feels very real and achievable.”
- Fiona, founder of the Muses London
“The strategy sessions with Wizz was really transformational. She is great at challenging your way of thinking in a really supportive and encouraging way. I felt more aligned about the direction to head into and more focused and clearer about what my objectives are.”
- Gemma, founder of Luneia
"Thanks for your help, your services are invaluable to indie brands, so happy I found you!”
- Lune, founder of Monday Muse
Are You Ready To Refine Your Elevator Pitch And Nail Your USP?
Wizz is ready to work with you to take your brand to the next level of market penetration. To find out more about working 1:1 on your positioning, book a call below.