Working out your USP

by Startacus Admin
Self Starter June Carmody is an experienced consultant, Community Manager and marketing executive with a focus on startups. In this article June gives us a all some handy pointers on "working out your USP"
“In order to be irreplaceable, one must always be different.” Coco Chanel
"A USP (Unique Selling Point) is a term frequently used in the business world. You need to have something different and special, which will grab (and keep) the attention of a potential customer and bring your product or service to the level you desire. You want to stand out from your competitors and keep your customers coming back for more. Being special in an ever-crowded marketplace is getting more and more challenging so constantly reassessing will ensure you are on top of your game.
Asking specific questions about your product or service will lead to a greater understanding and hopefully some outstanding attention-grabbing marketing campaigns.
What is unique about the product or service itself?
Know your product; learn what is unique about it- how it functions, its appearance… whatever it is.
If you have competitors, analyse what they’re doing and observe the differences between you and them.
It could be branding, function or something as simple as a different form of packaging that makes you stand out. Whatever it is, own it.
Do you offer a solution to an obvious problem?
Perhaps, your company is in the medical field and saves lives. Or you have invented a simple beauty product, which makes young ladies happier and prettier as they head out on a Saturday night. Whatever it is, it solves a problem, which clearly needed to be solved.
The first step is identifying it.
Are you keeping it quiet?
Favourite brands have various ways of sharing their USP in subtle yet effective ways to their target audience. The options are endless.
Remember, less is more and nice, clear messaging via one or two mediums will be stronger than pumping it out across numerous ones.
A) Create a catchy tagline, which will stick in your customers’ heads without being too over the top. Taglines are natural and always a good option to consider.
Examples from top brands include:
-Domino’s Pizza "You get fresh, hot pizza delivered to your door in 30 minutes or less—or it's free."
-FedEx "When your package absolutely, positively has to get there overnight."
-MnM’s "Melts in your mouth, not in your hand."
B) Let the experts tell the world about it!
Team up with guest bloggers, journalists or twitter influencers from your market who have used the product or service. There is no better exposure than a review from someone who had a specific need and satisfied it with what YOU created.
Ways to achieve this include writing and submitting a press release, offering a giveaway on another site or providing a wonderful story about your product or service and how it has changed the world!
C) Let your branding do the work.
So, you have an impactful brand design because you paid a fortune to a top designer? And?
Having a brand that looks great is of course, important. Ensuring that a brand gets your message across is equally if not more significant.
Remember, elements such as images, testimonials and (to go back to the very start) - your company name are fundamental when it comes to letting your customers know your USP.
Keep the fundamental unique message in mind from the start, keep your communication consistent and the rest will fall into place."
If you like what you see here on Startacus and want to get involved yourself, (self interviewing or not!) why not become a member of our growing community by joining for free here!
Subscribe to our newsletter
If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.
The lowdown on OneThird, the foodtech startup that's tackling food waste via its innovative solution for predicting the shelf life of fresh produce.

Karen Meager, co-founder of Monkey Puzzle Training shares some insights on how leadership has changed in the last decade, and what it takes to be a great leader today.

Freight rate management platform Freightify raises Series A investment to support further international growth and mission to help more freight forwarding companies digitize their operations.

Crowdfunding success for Omni, the vegan dog food brand, reaffirms the recession-proof growth of the pet nutrition industry.

Want to learn a new language? Weeve is an innovative startup that has created an innovative, creative and effective way to help you do just that.

Want to build an investable, scalable tech startup? The Raise Accelerator programme is now open for applications and will help you do just that.

Want to increase visual engagement for your startup's Instagram account? These tips will help you do just that.

Fashion innovation thanks to Italian Artisan and its B2B one-stop marketplace that connects international brands with hard-to-get authentic artisans.

Want to gain an edge over your business competitors? Listening to your audience is an absolute must.

The Clothes Doctor mission to fight fast fashion continues as the innovative eco clothing care brand raises £1m to support further growth.
Published on: 24th November 2013
If you would like to enable commenting via your Startacus account, please enable Disqus functionality in your Account Settings.







- Freightify secures $12M funding round to power digital transformation for freight forwarders 2nd Feb 2023 Freight rate management platform Freightify raises Series A investment to support further international growth and mission to help more freight forwarding companies digitize their operations.
- Vegan Dog Food Brand, Omni Smashes £400K Crowdfunding Target 1st Feb 2023 Crowdfunding success for Omni, the vegan dog food brand, reaffirms the recession-proof growth of the pet nutrition industry.
- Raise Spring Accelerator programme seeking applications for next cohort 30th Jan 2023 Want to build an investable, scalable tech startup? The Raise Accelerator programme is now open for applications and will help you do just that.
- Leading French Travel Co. Offers Mentoring to two UK startups on its prestigious two-month programme 23rd Jan 2023 High-potential social impact startups from the UK sought for the 9th annual Les Tremplins by Voyage Privé programme.