Marketing Your Business: Branding | Part 3: UVP & USP

Geek House Data Dynamics
Sep 8
7 min read

Updated: Sep 15

In case you are new to this series, we are turning our programmes into bitesize articles for free. Stay Tuned every Monday for a new part of the first of many series: Marketing Your Business.

In these articles, I take our written programme points, and where I would be on a call with someone and explaining them, I have blockquoted my summary and any add-ons that come to mind, like examples and case-studies.

Hi, it's me, as a "warning" for this episode UVP and USP can be slightly difficult to nail down to them being so similar, but we are going to be as simple as possible (which means a lot more talking from me) and we are gunna have fun doing it!

Marketing Your Business, Branding part 3

Difference between USP and UVP

The main difference between a Unique Selling Point (USP) and a Unique Value Proposition (UVP) lies in their scope and focus. A USP is a specific feature or benefit that sets a product apart from its competitors, often emphasizing a singular aspect that appeals to consumers. In contrast, a UVP encompasses a broader range of benefits and values that a brand offers, addressing the overall experience and satisfaction that customers can expect from the product or service.

USP is the more commonly known of the two, to the point people bring up UVP points and call them a USP especially because they are so similar.

Both are important in marketing because once you understand the distinction, you can craft targeted marketing strategies to include both, targeting your ads to connect with customers on multiple levels.

USP = the thing itself : the feature, the tangible, the “we have this and others don’t.”

Example: Zoom's video call - Crystal clear video calls that never drop.

This is the product and how it works. That's a selling point. You google the product (Video call) not the vibe or ease of the business itself.

UVP = the experience/vibes/overall value: the feeling, the outcome, the reason someone’s life is better with it in it.

Example: Zoom - We make working from home easier, faster, and more reliable than anything else out there, with a smooth experience: easy to join, no account needed, high stability, simple UI. That’s a value proposition “Why Zoom instead of Skype?”.

UVP

A Unique Value Proposition (UVP) is a clear statement that articulates the distinct benefits and value that a product or service offers to its customers, which sets it apart from the competition. It is a critical component of a brand's marketing strategy and serves as a guiding principle for all promotional efforts. The UVP should succinctly answer the question: "Why should a customer choose this product or service over others?". It focuses on the specific needs of the target audience, highlighting how the offering solves a problem or fulfils a desire in a way that competitors do not. A well-crafted UVP not only attracts potential customers but also retains existing ones by reinforcing the brand's value in their minds.

Again looking at Zoom, this is their "Easy to join, no account needed, high stability, simple UI" that we were talking about earlier. If we are to look at Uber, the UVP wouldn't be "Taxi at your fingertips" it would be "Convenient, affordable, on-demand transport that fits your life".

UVP in Marketing

Incorporating a Unique Value Proposition into marketing strategies involves several key steps:

First, businesses must ensure that their UVP is prominently featured across all marketing channels, including websites, social media, advertisements, and email campaigns. This consistent messaging helps to reinforce the brand's value in the minds of consumers.
The UVP should be tailored to resonate with the specific audience segments being targeted, using language and imagery that appeals to their preferences and pain points.
Businesses can leverage their UVP in storytelling, sharing customer testimonials and case studies that illustrate the real-world impact of their offerings. By doing so, they can create a deeper emotional connection with their audience, making the UVP not just a statement, but a narrative that people can relate to and believe in.

If I was to advertise for Uber, an advert I would make is the Convenient/fits your life, type aspect. show people from all walks, potentially disabilities if that is something Uber can accommodate for.

Storytime: I once had to get an uber home in the middle of the night, with my pedal bike - wrong train, long story - and the guy put it in his boot - no questions, then drove me to my destination so we could pick up my cat and take them to the vets. In a time when I needed the convenience they came through so I would advertise those conveniences even when it's ones you don't even realise you would need them for.

UVP Competitors

It is essential to conduct thorough market research to understand the landscape in which your business operates. This includes analysing competitors' offerings, strengths, and weaknesses, as well as identifying gaps in the market that your product or service can fill. Once you have a clear understanding of your competitive environment, you can refine your UVP to emphasize unique features, benefits, or experiences that only your brand can provide. This differentiation should be communicated clearly and consistently in all marketing materials, ensuring that potential customers recognize the distinct value your offering provides. Additionally, engaging with customers through feedback and surveys can help to further refine your UVP, ensuring it remains relevant and compelling in an ever-evolving market.

Your UVP can evolve, as you grow or adapt to the competitive market. When doing your market research, it is not only the opening times and the prices of the competitors you need to look for, its their value proposition within the market. Finding what theirs is makes finding yours easier, because you are seeing what they are not doing and what their focus is on within the business. Do they have a worse UI? Do they have a longer onboarding process? Now is the time to nit-pick, to be the PI you always wanted to be. Go forth Jessica Jones and find their kryptonite and use it as your super-soldier serum... Once the article is over ofc.

USP

A Unique Selling Point (USP) is a specific feature or characteristic of a product or service that makes it stand out from competitors. Unlike the broader concept of a Unique Value Proposition, which encompasses the overall value offered to customers, a USP focuses on one or a few key elements that are particularly appealing to the target audience. This could be anything from a unique ingredient in a food product, a patented technology in a gadget, or an exceptional level of customer service. The purpose of a USP is to create a compelling reason for customers to choose one brand over another, often encapsulated in a memorable tagline or slogan that highlights this distinctiveness.

One of our past clients had a USP of "Real Ale Rock Pub". It was their slogan for the business summing up the reason to go to them. You like real ale? You like rock music? cool, they are one of the few places in the town and surrounding towns that sell real ale and offer live music. The UVP of this pub is the community feel you get from singing along to the songs, dancing together.

USP in Marketing

Identifying a Unique Selling Point requires a deep understanding of both the product and the market. Begin by conducting a thorough analysis of your product's features and benefits, as well as those of competitors. Look for aspects that are not only unique but also valuable to your target audience. Once identified, the USP should be integrated into marketing strategies in a way that is clear and engaging. This can be achieved through targeted advertising campaigns, social media promotions, and content marketing that emphasizes the unique aspects of the product. Visual elements, such as infographics or videos, can also be effective in showcasing the USP in a compelling manner. By consistently highlighting the USP across all marketing platforms, businesses can reinforce their brand identity and attract customers who are looking for that specific value.

The most obvious way to find the USP is by asking yourself a few questions: "Why do you want to sell THIS product? Why now? Why does the market need it when it has been without? and if the answers are "Money, money, money" then you need to rethink why you are choosing to put heart and soul into a product. If you look at Tom Holland, he openly came out saying he struggled with alcohol addiction and so created Bero, a 0 - low % beer because he found that there wasn't a wide variety of 0/low %s out there and he wanted to create one that he likes.

When you are starting a business, even when your parent's give you a "small loan of a Million dollars" (Donald Trump), your heart and soul should be completely in the business and it's products/services.

To differentiate from competitors using your USP, it is vital to ensure that the unique aspect you are promoting is not only distinctive but also relevant to the needs and desires of your target market. This requires ongoing engagement with customers to understand their preferences and pain points. Once you have established your USP, communicate it clearly and consistently in all marketing efforts, ensuring it resonates with your audience. Utilise various marketing channels, such as social media, email newsletters, and promotional events, to reinforce your USP and create a strong brand presence. Additionally, consider leveraging partnerships or collaborations that can enhance your USP, providing added value to customers. By maintaining focus on your USP and adapting your strategies as needed, you can effectively differentiate your brand in a crowded marketplace.

Links

Zoom | Uber | Bero

Tom Holland's Interviews: Sobriety | Bero