USP. Is it a new sports car? An investment account? No, but it must propel you ahead of the pack and have real value. A USP is a company’s Unique Selling Proposition, and while related to your brand, it’s not about what you say or how you look, but what you do. Take FedEx, and their early tagline, “When it absolutely, positively, has to be there overnight.” It was a bold promise that other parcel carriers simply couldn’t make in those days. But if your package had to travel from Des Moines to Dakar by the next business morning, you had one (unique) option: Federal Express.
Flash forward to today, and Toms Shoes. Their tagline is “One for One,” because for every pair of Toms Shoes sold, they give a new pair to a needy child in a developing country – places where barefoot living can mean life or death. So, a company’s USP can be more than a differentiating service; it can be an emotional connection with buyers that no competitors can touch.
Does your company have a USP, and do potential customers know it? ECU Communications can help you refine – or even define – your USP, and position you completely apart from your competition. So contact ECU, and do it PDQ, to find a USP that will make people say, “OMG!”
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Scott Dickerson, Creative Director
ECU Communications
