There’s a common misconception that only big businesses can build powerful brands. And it’s a misconception that can leave smaller businesses feeling a bit deflated about their branding exercises.
But this notion couldn’t be further from the truth.
It is true, of course, that big businesses will be likely to have more resources to allocate to developing their brand. But ask yourself this: what makes a brand powerful? Or strong? Or impactful? Does a good brand come just from money? No. A good brand comes from its ability to stand out from the crowd.
Differentiation is where money doesn’t matter. It’s a level playing field. And you can use this to your advantage. All you have to do is identify what makes your business one of a kind.
Identifying your unique selling point
Your unique selling point, or USP, is your brand’s secret weapon. No matter what resources other businesses are pouring into their branding, they can’t offer the same combination of factors that you can. Every business is different. When you understand what makes you different, you’re winning.
But how can you figure out exactly what it is that makes your business special?
Consider the following elements:
- Qualities: What does your business value; what are its stand-out characteristics?
- Benefits: What advantages do customers get by choosing you over a competitor?
- Expertise: What areas of your industry or sector do you particularly specialise in?
- Experience: How do your employees’ individual experiences shape your approach?
- Value: How can your products or services solve the problems of your customers?
- Connection: What makes you qualified to understand the needs & concerns of your customers?
- Customer care: What’s remarkable about the way you treat and support your customers?
- Feedback: What do your customers say about your business?
Answering these questions can help you to learn more about the ways that you’re similar to your competitors, and the ways that you’re not. When you’re able to identify those aspects that are unusual or unheard of in your sector, you can build a brand that highlights those differences.
USP: Your base for branding
Your USP should shape every part of your branding, for a number of reasons. Firstly, for attracting new customers. Imagine, for example, that a customer is looking to partner with a business that values clarity and simplicity. They’re tired of businesses that try to make everything overly complex.
If this is your USP, building simplicity and clarity into your logo instantly tells prospective customers that they’ve found what they’re looking for.
Secondly, aligning your USP and your branding can help to retain existing customers. Your customers know what you’re about. They know why they chose you, and why they continue to choose you. If you were to develop a brand that sends a very different message, it’s going to create inconsistency and confusion in the customer journey. If customers like you because you’re clear and simple, then developing an ornate, elaborate brand makes them question whether they were right about you.
In business, and in branding, the focus is often on the competition; on how we can be better than others. But sometimes, it can be better to focus on our own business – on what makes us individual.
