There are plenty of marketing topics around branding and UVP (Unique Value Proposition), but very few marketing experts talk about the root of your brand as a small business owner. YOU.
Your reason for running the business and doing your best work every day. The reason you wear many hats and push through tough times as an entrepreneur. Owning your business is not always easy and there are days when a 9 to 5 job looks really tempting.
The reason why you commit to the crazy ups and downs of owning a business is what makes you Unique. Sound familiar? Well it should. Your Unique Value Proposition is what will set you apart from your competition. No large marketing budgets required. Just present your UVP in a way that is meaningful and relevant. You do not need to be the best in your field or #1. It’s great to feel confident about the services and products you provide, but this isn’t the thing that creates loyal customers. Just be valuable to your customers and they will buy from you again and again. They will love talking about your company with their friends. Your UVP should tell people that you are the only company that does your service or creates your product in the way you do it. This is what resonates with people.
No Need to Say You are the Best
Not everyone can be the best and that’s okay. The truth is that every business can be the best in a certain part of the market. You may take that unique feature for granted since it comes natural to you, but your customers will see it immediately. Look at your business and find the unique qualities that your company has and emphasize their benefits. Your customers will find out that you’re the best after they give you a try.
While there will be some overlap with your competitors, but you only need one unique quality to talk about. If you’re shaking your head and saying, “Not in my business. We’re all the same.” Then look at the qualities and features that your competitors are not talking about. Choose one that matters to your customers. It may be the way you finance a purchase or quick turnaround time and use that as your UVP. Even if your competitors provide the same thing, you can quickly be known for that feature since you focus on the benefits more than they do.
Stay Inspired
Whatever benefit you decide is your Unique Value Proposition, remember to stay inspired. Look at every process and how it benefits your customers by doing business with you. Often times it is something that you may not see as a value-add, but is important to your customers. It can be something as simple as cooking a pizza in three minutes. (I saw this at a Blaze Pizza!) Yes, it is a part of their UVP. Actually a big part of it. Plus they highlight the fact that you create your own artisan pizza by choosing sauces, cheese and toppings with healthy ingredients. Oh and it’s ready in three minutes. See they know the process part is the UVP. Who doesn’t have 3 minutes to wait for a delicious pizza. Their About Us page says it all, “Because exceptional quality at lightning fast speed is what we’re all about.”
So what is your business all about?
Knowing your customers well is one of the most important success factors in your business. It’s the foundation for growth. Although an understanding of your customers is important in all aspects of your business, it’s particularly essential in crafting your Unique Value Proposition or Core Differentiator.
