It’s you that’s unique

At one time in marketing, the USP (Unique Selling Proposition) was king. Everyone was looking for that ‘one thing’. But times have changed and there’s masses of choice in every marketplace. There’s been an explosion of brands offering basically the same benefits. So if claiming a USP is almost impossible, what can you do? Well, we don’t believe you need a unique product. It’s you that’s unique.

Fact is, we very rarely come across a product or service that a competitor can’t or doesn’t offer. And that’s the challenge. Take our work for Apple Retail. The brand promises a customer experience like no other. Because that’s the kind of thing that makes them unique. After all, however innovative they are, the rest of the market will always catch up with a technical advantage. What endures is an attitude. It’s what creates such fanatical Apple adherents. They know that a Samsung phone will likely do everything an iPhone can. But it just doesn’t feel the same.

Our maxim at Craft Words is Don’t Bury Your Brilliance. It’s a recognition that within every company or organisation there’s something special and unique. Your brilliance could lie in:

• Your attitude
• Your people
• Your approach
• Or what you don’t do

But it’s probably not in the product or service specifics. Because if that detail were so brilliant, wouldn’t everyone be doing it?

The reason people choose brands is because they like them. If that sounds trite, maybe it is. But humans are always gonna human. Even in the most technical or B2B space, human emotion will triumph. People want to feel reassured, or comfortable, or relieved, or smart. Not simply that they’ve very fulfilled an obligation in a robotically rational way.

We spend a lot of time getting under the skin of brands. Reading, digging, interviewing stakeholders. It’s like a DNA test. We want to find out who you are. After all, it’s usually easy to understand what you do. Who you are is your superpower. It informs everything you do, and the way you do it. It’s the ‘why’ that lies at the heart of your brand.

Maybe sometimes a USP still works (think about all those beauty products with their supposedly amazing unique ingredient). But they can too often sound like snake oil salespeople. 

We think the safest bet is to start with you, your culture, your attitude and the way you do business. Every human is different and so is every brand. Our job is to un-bury that brilliance because it’s you that’s unique.

To find out how we can uncover your unique brilliance, contact us today.