In this guide, you will learn how to differentiate your company or product from the competition. The positioning of your brand is crucial to become visible in a crowded market. The unique selling proposition (USP) and targeted communication of your advantages play a central role. Let's go through the process step by step so that you can define and effectively communicate your competitive advantages.
Key Insights
A clear positioning helps you stand out from competitors. Define your USP and communicate it clearly. Use targeted comparisons to highlight the strengths of your brand. Be transparent, but remain professional.
Step-by-Step Guide
The first step in our process is laying the foundation of your positioning. You have already started describing your brand and product. This is important to internalize your concept on one hand, and on the other hand, to make the direction clear to your team and potential partners.
In this second step, we focus on describing your USP. A USP is a feature or advantage that sets you apart from the crowd. For instance, if you run a restaurant or an online shop, there are many competitors. To stand out, you need something unique. While other food suppliers offer fast food, your USP could be offering high-quality organic products.
To effectively present your USP, you must clarify what other brands or products do and what makes your brand different. For example: "While other fast-food chains focus on mass production, we offer fresh, local, and sustainably produced dishes." This wording clearly highlights your brand and gives potential customers a clear reason to choose you.
The next step is to use specific examples to support your USP. If you look at other brands like Zalando and Asos, you reach very different target audiences. These brands are known for their wide selection, but also for lower price ranges and potentially lower quality products. Inform your customers about the positive differences of your product.
It's also important to remain fair and professional when talking about the competition. When writing about other brands, you shouldn't exaggerate or communicate falsehoods about the industry's reality. Your goal is to highlight the quality of your product or service without inappropriately criticizing other brands.
Now let's move on to a personal example. Suppose you run an online shop that produces in Austria. You could argue: "Unlike other brands that produce in poor conditions, we exclusively use local and sustainable materials and pay our employees above-average wages." This not only gives your brand a positive image but also appeals to environmentally conscious customers.
After clearly presenting your USP, the next step is to communicate this message. Whether you are a pizzeria or a financial advisor on Instagram – don't just sell your product or service, but also the feeling your customer experiences. When a customer is satisfied and shares your offer on social media, this will generate exponential growth for your brand.
Remember that the way you formulate your argumentation plays a crucial role. Don't just list facts, but make your argumentation lively. Use activating formulations to spark interest. For example: "While other online influencers mainly do advertising, we focus on delivering high-quality and valuable content."
Once you have formulated this comparison, the next step is to summarize our progress. At this point, you have clearly defined and effectively communicated your unique selling proposition. Keep your descriptions concise so that they are easily understood by your team or potential partners. This type of document is a valuable resource for explaining the positioning of your brand.
Summary
In this guide, you have learned how to differentiate your brand and product from the competition by clearly defining and communicating your USP. By using targeted comparisons and evidence-based arguments, you can gain the trust of your potential customers and solidify your positioning in the market.
Frequently Asked Questions
What is a USP?A USP is a unique selling proposition that sets you apart from other providers.
How important is the communication of my USP?Clear communication helps to attract the interest of potential customers and also strengthen trust in your brand.
How can I best phrase my USP?Try to make targeted comparisons to other brands and clearly and concisely present the advantages of your brand.
Do I also need to talk about the competition?Yes, to highlight your advantages, it is helpful to make comparisons. However, make sure to remain professional and fair.
How often should I communicate my USP?The more you communicate your USP, the faster it will be solidified with your customers. Across all communication channels, such as social media, website, and in personal conversations.
