Post by Trade Coach on Jan 31, 2017 11:41:30 GMT 1
Whatever you display as your brand value proposition should ordinarily pass the simple test of uniqueness. It is just very critical to the actualization of differentiation, especially in saturated markets. The more intense the environment becomes competitive, the more important the need for uniqueness, and the uniqueness should be achieved within the context of value creation, rather than as an end to itself.
Oftentimes, organizations achieve differentiation without necessarily creating value. When a product or services have passed the test of uniqueness, it is being refered to as possessing a Unique Selling Proposition.
The USP is the major tools that differentiate a brand from another, but it doesn’t stop at that. Rather, it also provides a compelling selling which makes it more attractive to its target market. It is not enough to tell me that your product or services is different or above others, but whatever makes it different must be of value to me. In other words, a value driven point of differentiation can be achieved through research. For example, before the process of teaching or organizing seminar on snail, grasscutter, bee, pig farming and other commodities by The Thy Global Investment Ltd, in-house research conducted has shown that few organizations have organized workshops/seminars/trainings on same subject. We found out that some participants to our seminars have participated in similar exercise elsewhere, but it will interest you to hear testimonies and experiences in terms of quality of knowledge they acquired from that end.
While a packaging that was remarkably different from that of the competition had been created, the additional consumer value of user friendliness would have also been achieved.
TEST OF DESIRABILITY
Perhaps one of the biggest at one time is the common saying about being able to ``sell snow to Eskimos’’. This is merely seen as complement on a marketer’s skills. It may seem as though the success of a brand depend solely on how convincing you are in communication.
However, at The Thy Global Investment Limited, we do a lot better by relying more on our selling propositions (experience, deep knowledge of the space and understanding), whereas, creation of our client’s value remain uppermost consideration.
A good product or service is one that when launched, your target consumer instantly feels you have discovered and developed the perfect solution to their problem. Consumer’s reaction should be something like; yes, these guys are thinking of me!