Creating Your Marketing Identity

You do this. Your competitors don’t. That’s the essence of a USP, or Unique Selling Proposition. It’s an identifiable benefit that distinguishes your product or service as different or better than that of your competitor’s.

“The oldest in town” is not a benefit – unless someone is seeking a geriatric contractor. “Lowest prices in town” is, in theory, a benefit, but is not recommended for contractors who want to grow a customer base beyond a disloyal legion of price shoppers.

“The longest warranty in town” is sort of getting in the area of distinguishing factors – unless others can make this claim. And that brings us to a tough issue for defining a USP when you’re in a market where any number of companies can be providing similar services and equipment. Can you be a one-of-a-kind business when others sell what you sell?

Yes, but it takes creativity. To get those creative juices flowing in your USP development, focus less on the services and products and more on the takeaway.

With IAQ, for example, you’re not selling air filters; you’re selling better health. Same for water filtration. With tune-ups, you’re not selling the mechanical process; you’re selling energy efficiency and long equipment life. With electrical inspections, you’re selling safety.

Think of how benefits like that can help you create your USP for your company. When you identify that unique element – the benefit no other company can claim – your brand identity comes into focus.


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