In our previous dispatches, we introduced the subject of the Brand Positioning Statement as an important brand positioning guideline (or “platform”). We described them as brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand and delivery (unique selling proposition). We went on to break down and discuss targeting, competitive set and demand (desire) in terms of The Brand Development Company’s twist on creating them and applying them.
In our previous dispatches, we introduced the subject of the Brand Positioning Statement as an important brand positioning guideline (or “platform”). We described them as brief, four-part descriptions of a brand’s “essence” relative to target, competitive set, demand and delivery (unique selling proposition). We went on to break down and discuss targeting, competitive set and demand (desire) in terms of The Brand Development Company’s twist on creating them and applying them.
This section deals with the fourth component of the Brand Positioning Statement: the Delivery clause (aka USP; aka Evidence Statement)
Some of our colleagues insist that this section be called a unique selling proposition (product benefit which can be regarded as unique as a primary selling argument) but at The Brand Development Company, we believe it should be that and much much more. We believe that the unique selling proposition (USP) should be evidentiary --as in you should be able to prove it in a court of law. It should be tangible.
Gatorade proves its ability to deliver improved performance in such a tangible way that reasonable people will find believable and trustworthy. It makes perfect sense to most of us that performance would indeed be improved if fluids and electrolytes that have been expended through physical exertion were replaced, readily, through a beverage engineered to do just that.
At The Brand Development Company, we believe we can successfully demonstrate that our unique state-of-the art brand management, creative and technological resources will in fact enable businesses to prosper. We can show you, tangibly, how our brand management, creative and technological resources are state-of-the-art. And we can demonstrate, tangibly, how businesses would be caused to prosper quickly and at less cost through their application.
BRANDLAND CHALLENGE:
1. Call your key sales people into a room.
2. Ask them what your brand’s unique selling proposition is. (See how many answers you get and write them all down.)
3. Then, in your court of law, ask them to prove their ability to deliver on that claim.
4. Then call Tim Bryant at 864-541-8295 and tell him what you learned.
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