USP's Under The Microscope

Dissecting Your Brand’s DNA

In a world of corporate copycats, standing out requires more than just a slick slogan—it demands an internal USP (Unique Selling Proposition) that packs a punch. It's surprisingly easy to overlook the 'unique' part of USP, the bit that truly sets you apart. Just like DNA, your brand is made up of tonnes of tiny elements—otherwise known as 'Visions and Values.' This is the place to start when it comes to evoking individualism.

Easy USP-easy

There's a significant difference between brand building and brand growing. It isn’t just about looking good; it’s about being unforgettable.

Here’s how to cultivate an authentic Unique Selling Point:

Step One: Pause and Reflect

Amid the frenzy of launching initiatives and engaging with audiences, it’s crucial to pause and take stock. Without this, you’re just spinning your wheels and at risk of being blindsided by the constant need to produce.

Step Two: Create Space for Questions

Now, get curious. Make time to ask the big questions about your brand, culture, and the forces driving your messaging. This reflective space is where insights emerge.

Step Three: Collaborate with Brand Mirrors

Engage with experienced individuals, both internally and externally, who can serve as brand mirrors. These mirrors see, hear, and reflect your brand from a distance, offering a clear view of your current vision and potential future.

It’s easy to spot imperfections when you look in a mirror, but it’s equally important to recognise and amplify the strengths that make your brand unique.

How can creativity unlock your USP?

Connecting People to Brands from the InsideOut?

In a world where everyone’s trying to be the next big thing, it’s easy to get lost in the creative noise. A new font or colour palette isn’t a rebrand— it’s just surface aesthetics. True rebranding must come from within, rooted in the core of what your brand stands for, using design to reflect what you're all about. It also includes messaging, and how you represent yourselves both internally and externally.

We’ve got this neat way of working called InsideOut?, where we diagnose the root your brand’s issues with connecting and provide you with remedies to solve them.

Speak Their Lingo

Once you’ve identified your USP, integrate it into your internal communications strategy. Use storytelling, real-life anecdotes, and employee testimonials to bring your USP to life.

Let’s not forget to align your internal USP with your external brand messaging. Consistency across internal and external communications enhances brand credibility and attracts people who align with your brand.

Fix Up, Look Sharp

Your internal USP isn’t a one-and-done deal—it’s a living, breathing testament to your company’s identity. Regularly update and refine your narrative to stay ahead of the curve. Solicit feedback, embrace evolution, and keep your finger on the pulse of what makes your team tick.

Don’t Be A Sheep

We’re all guilty of playing it safe and following trends. To stand out, you need to embrace and highlight what makes you different. Don’t just conform to the noise—cut through it by understanding and showcasing the unique elements that define your brand’s DNA.

It's easy to look at competitors and try and do something similar, but their USP isn't your USP. The clue is in the name. You don't need to reinvent the wheel, but really consider what you feel you do better than the rest. Whatever you focus on it needs to be fun and authentic to you and your brand.

By taking the time to understand and amplify what makes you unique, you’re not just creating a brand—you’re creating an experience. So, embrace the quirks, celebrate the strengths, and let your true colours shine through.

Let's get cracking then!