Not every brand becomes a brand: all about UTP

UTP is a unique selling proposition (from the English. Unique Selling Proposition, Unique Selling Point — USP) – this is part of a specific advantage, according to which a company, product or service, based on its properties, is chosen by a client. It is easier to understand what UTP is in marketing, it will help to formulate answers to the following questions: for a marketer – “how to stand out in the market among thousands of similar offers?”, and for a client – ​​“why should I buy this product and not another?”

The history of the creation of UTP takes us back to Jesper Kundi, the author of the complementary UTP concept, the concept of the company's unique value proposition, and the book "Uniqueness Now ... or Never". From his point of view, it is the unique value proposition that can be moved from one market segment to another, along with the distribution of the company's core values, despite the high rate of copying of innovations and UTP. Kundi believes that the concept of UTP is one of the key elements of Michael Porter's concept of company value positioning, therefore he describes the transition of this advertising tool from product value to the creation of a brand value chain or brand UTP.

A significant contribution to the development of the UTP concept was made by Kevin Drobo, the author of the book “Secrets of a Strong Brand”. The researcher introduces the concept of commercial uniqueness, understanding by it the difference between organizations depending on whether they have a powerful brand or not. The importance of his developments is another modernization of UTP or the transition to its variety, which was proposed by Raul Peralba, a famous Spanish marketer, in the form of the idea of ​​a unique emotional offer, the basis of which is emotions that depend on a person and his archetype. He emphasizes that this type of offer can be a list of role and situational cultural models, each of which implies a different degree of consumer loyalty to branding. As a result, this unique offer is not a guarantee of brand success, but creates dozens of variations for consumer self-expression.

It is important to emphasize that market positioning and segmentation in marketing and advertising strategies and UTP are inseparable and complementary elements in the world of marketing.

Now, having familiarized ourselves with the evolution of UTP, the Internet marketing agency Golden Web offers to consider in more detail what UTP is in marketing through a practical prism. First of all, UTP is one of the main rationalistic strategies for communicating with potential buyers and advertising products. To effectively use UTP, you need to study:

➜ what is embedded in the product itself;

➜ what words are selected to advertise this product;

➜ what are the features of the perception of information about this product in society.

● assess the compliance of the marketing offer with "traditional" public perceptions of the quality of this product;

● predict the negative reaction of potential consumers to the product and identify ways to neutralize such a reaction;

● assess the uniqueness of competitors' offers and, as a result, form counter-offers;

● determine criteria for selecting potential clients;

● develop methods for finding an audience and choose communication channels for the search;

● create a schedule for an advertising and communication campaign;

● identify the media and target audience.

● modify individual product characteristics;

● completely or partially improve the product;

● tell the public unknown facts about him.

In the process of branding your company, it is important to analyze the successful experience of advertising campaigns of other world-famous brands, which clearly demonstrate that simplicity, accuracy, and memorability of UTP formulation are the key to a successful brand:

►► Comet remedy: “Cleans stains that others can’t handle”;

►► Pepsi drink: “Take everything from life”;

►► Nike: “Just do it.”

However, branding and creating a UTP are not simple and problem-free processes, since it is difficult to calculate which advertising will "shoot", and it is easy to make a number of the most common mistakes that affect the content of the UTP:

● "Nodding" - obsessive repetition of phrases such as "we can", "we do", "we are engaged", "we want", etc. Such an uninteresting start to a UTP guarantees the loss of at least 20-30% of customers;

● The verbs “can” and “could”. Their use not only creates a feeling of external pressure and coercion to act in potential customers, but also demonstrates excessive self-confidence of the company, which, on the contrary, repels customers. For example, “We can deliver your order for free!”;

● A good UTP should answer the buyer's question, “What will I get from this?” Otherwise, you risk leaving your UTP unattended;

● Your UTP does not offer any benefits to the customer. You can offset this, for example, by offering free shipping and wallpaper glue that is sold in five other retail outlets in addition to your store. This will create a sense of uniqueness and advantage for the customer of your UTP.

Such mistakes are not serious, although they are not desirable to make. Now the Internet marketing agency Golden Web offers to familiarize yourself with really significant miscalculations in the implementation of UTP, which will make your campaign doomed to failure:

✘ non-unique offers. Analyze your competitors to see what marketing services they use: yes, there is no point in offering free shipping if they also offer this service. Instead, try to provide the buyer with an additional discount or cumulative bonuses. At the same time, be careful with the common assumption that a discounted product may be defective. This problem especially arises in the field of selling household appliances;

✘ Give the right gifts in the right way. You should not give away products that are no longer profitable or those that seem ridiculous against the background of the UTP. Let's imagine that you have sold a car, then giving away an accessory such as a key chain is illogical;

✘ lies in UTP. Single or repeated deception of customers will gradually lead to the loss of the reputation of a “reliable company”. So, having promised a microwave oven as a gift, you are obliged to provide it to the buyer.

Thus, the formation of a UTP is an integral element of branding. By devoting enough attention and time to preparing for its correct formation through competitor analysis and establishing the strengths of your company and the "highlights" of the product using a number of bonuses and gifts, you will be able to create a unique information product that will attract the attention of potential customers. The Internet marketing agency Golden Web provides key recommendations on how to make your brand successful and profitable:

● The UTP must be meaningful, successful and meaningful;

● Avoid using specialized terminology in your UTP. The simpler and shorter your UTP is, the better results you will achieve with your advertising campaign;

● Do not deceive customers and promise only what your company can deliver;

● Be careful with the use of humor in your UTP so that it does not turn into sarcasm;

● Try to appeal to your customers' emotions, especially if your target audience is women. For example, the UTP "Everyone is delighted with you, and you are from Maybelline", used by the cosmetics company Maybelline since 1991, creates in women a desire to be beautiful, better and more memorable.

Do you want to do branding, but are having difficulties in forming a successful UTP? The Golden Web Internet Marketing Agency will help you create a unique slogan that will attract the attention of your and potential customers and clearly distinguish you from your competitors. Golden Web marketing services are a guarantee that your brand, website and company will be effectively promoted on the Internet. Order our marketing services and read detailed information about them on the golden-web.digital website to join hundreds of satisfied company owners!