THE ESSENTIAL GUIDE TO MARKETING IN A DIGITAL WORLD | Sameer Gudhate | UNDERSTANDING THE BUSINESS

There are several marketing models that can be used to understand the business and brand you are working with. Since it’s essential for all marketing messages to encapsulate the brand’s identity and objectives, this is a very important step. A crucial consideration is the brand itself. What does it stand for? What does it mean? What associations, ideas, emotions and benefits do people associate with it? What makes it unique?

You need to determine what the brand or product’s unique selling point(USP) is. A USP is the one characteristic that makes your product or service better than the competition’s – what unique value does it have? Does it solve a problem that no other product does?