Define your brand’s unique selling points

1. Analyze your current customer base and identify demographics for potential customers whose needs match the benefits that your business provides.

Look at factors such as: Common demographics across your current customer base, like age, gender, income level, location, and occupation. Common problems they likely face. Solutions they get by using your products or services. Common obstacles they want to avoid. Consider the types of people who are not currently in your customer base, but would benefit from the products or services you offer. For example, a company that sells custom screen-printed apparel gets most of its current business from local schools who order t-shirts for their student teams and clubs. Another group this business can serve well might be local businesses who need casual shirts for their staff uniforms.

2. Make a list of features, benefits, and solutions that your brand offers.

Brainstorm points that you think provide value for your customers. This could include service options that are not provided elsewhere, special offerings or incentives, and creative customer service options.

3. Analyze your competitors' websites and marketing channels to identify what unique selling points they're advertising to their own customers.

You can do this manually by browsing their website and social media platforms. Notice what phrases they use to appeal to their customers. For example, do they often boast having the lowest prices or the fastest service? Alternatively, use a competitive research tool, such as SEMrush, Ahrefs, or Sprout Social. Tools such as these can help you perform an in-depth competitor analysis through methods like social listening and top keyword analysis.

4. Identify what truly sets your brand apart from your competition by comparing the benefits of your products or services to the other options on the market.

Comparing various aspects of your competitors’ products with your own can also help you identify any weak points where you may want to improve your offerings to provide the best possible solution for your target audience and customers.

5. Compare the list of benefits you created for your business with the competitor analysis you performed, to identify your unique selling points.

Look for stand-out solutions that none of your competitors can provide. Your unique selling points should offer value to your target audience that they won’t be able to get anywhere else, which in turn will position your brand as the best option for their needs.

6. Turn your unique selling points into a short phrase that's to-the-point and easy to understand.

For example, the mobile investing app Robinhood was the first company of its kind to offer commission-free stock trading, which gave their brand a unique position because it was more easily accessible to those with average incomes or people who were new to investing. Robinhood translated this into the phrase Investing for Everyone, which communicates accessibility and egalitarianism.