What do you do if your product is struggling to stand out in a competitive industry?

People have mixed feelings about the phrase "USP". So, let's break it down. Land your selling position (the SP in USP) Articulating the value created by your organisation is pretty straight forward. I'm a [offering] that [whats] so that [result]. Making it unique (the U in USP) Differentiation or *onlyness* as Marty Neumeier would put it is the challenge?—?and it's all about arriving at the following statement. I'm the *only* [what] that [whats] so that [result]. How do you find that niche? Start by identifying your brand purpose, see how that stacks up to what others in your broader category are doing and then work that statement until it lets you own a sub-category (or, at the very least, offer value beyond your current market).

YOU are your small business's USP - not your product! Because of social media - your customers want to know, like, and trust YOU as much as they would have your company/product in the past. Even Linkedin is all about business personalities - where their followers buy into THEM as much as the solution. So - forget about the USP for your product/service - look at what sets YOU apart in your industry. Then build your unique positioning from there.

How can you stand out from your competition when they help solve the same problems for clients that you do? An effective way to discover what sets you apart is by talking to your clients and asking them what they appreciate about working with you. From my experience, I suggest using a third party, because clients are more forthcoming about their experiences when they can speak candidly without the provider on the call. Ask questions such as: - Tell me about your experience working with ___ - What went well? - What didn't? How did they make it right? - Who do you think is a good fit for ___ and why? - What would you say to someone who's considering hiring ___? You may find that what sets you apart is the way you deliver your service.

ara que tu producto se destaque en una industria competitiva, enfócate en: Diferenciación del producto: Asegúrate de que tu producto tenga características únicas. Marketing eficaz: Utiliza estrategias de marketing creativas para aumentar la visibilidad. Experiencia del cliente: Ofrece un servicio al cliente excepcional para fomentar la lealtad. Innovación continua: Mantente actualizado e innova para mantener tu producto relevante. Estas estrategias clave pueden ayudar a mejorar la posición de tu producto en un mercado competitivo.

Market & target market research is an input of your USP definition process —?anything after that is "marketing" not "branding". Understand your audience and your market well before this step and you'll have a much better chance of crafting a product or service message that sticks. How do you do it? For user research, you need to get your hands dirty. Read industry reports to get into the shoes of people your offering operates in and start speaking their language. The more you immerse yourself the better, as a persona telling you that 34-year-old Deb who makes procurement decisions off of quality and price means nothing. Market research?— start by using SEMrush, e.g., then build out and keep your own list alive.

The better you understand your ideal clients, the better you will be able to serve their needs. But who are they? Chances are, they're the clients you'd like more of because they're easy to work with or they resonate with your marketing message. Whatever the case, take the time to learn about them and where they "hang out" online. What are they looking from someone who provides the service you do? What are the triggers that get someone to buy your product or service? The more you know, the better off both you and your clients will be. One of the easiest ways to learn more is to spend time talking to your existing ideal clients and asking them questions.

Brand is just as important for a small business as it is for enterprise —?if not more so. The upside? Small businesses don't have to pull millions of departmental threads together to find a brand purpose that works for them and their clients. Once you've got your brand story "north", for lack of a better word, let it inform your design, content, initiatives, which channels you invest in at every level. Cohesive brand experience can't be manufactured as much as it can simply be lived and breathed by your stakeholders. Worried about missing the mark here? Hire a brand person :)

I've learned that innovation is key to keeping my product relevant. I regularly assess and update based on customer feedback and market trends. This doesn't always mean a major overhaul—sometimes, small tweaks make a big impact. Staying agile and willing to pivot or introduce new features has given my product an edge. Innovation is a continuous process, and embracing it has helped my product stand out, maintaining visibility and appeal even in a competitive industry.

Engage your customers directly in the innovation process. Gather their ideas and feedback through workshops, online forums, or beta testing to co-create features that truly meet their needs. This not only improves the product but also increases customer investment and loyalty.

I found that revisiting my marketing mix was crucial when my product struggled to stand out. I adjusted my pricing to better reflect the product's value proposition and explored new distribution channels to reach customers where they are most active. Leveraging diverse promotional tactics, like social media marketing and influencer partnerships, increased visibility. Ensuring that product, price, place, and promotion work seamlessly together has helped my product find its unique positioning in a competitive industry.

When it comes to brand-led marketing, the 4 Cs (Company, Category, Consumer, and Culture) should replace the Ps. Here, your marketing efforts become an application of your carefully crafted brand to the different contexts of your business itself, your broader market, your ideal customer and the way you work to serve them. Simply put, clicks that don't connect key message to key persona are worth next to nothing —?especially with the big picture in mind.

I've found that engaging with customers beyond the sale is crucial. I built a community around my product by encouraging user-generated content, creating discussion forums, and offering top-notch customer support. Customers who feel connected to the brand often become repeat buyers and advocates. Feedback loops help us continuously improve the product and customer experience. This engagement not only retains customers but also attracts new ones through word-of-mouth, giving my product a strong edge in a competitive industry.