THE BRAND LODGE
Welcome to a fresh perspective on business and brands
“Knowing yourself is key to a successful life”
It’s true both of people and brands. When we’re clear, not just about our capabilities, but our values and traits, we can better fashion a life (and business), that truly suits us.
Our natural quirks are part of our in-built U.S.P.
This acronym, meaning Unique Selling Proposition, has been considered the key to successful advertising since the 1940’s. It represents determining a distinction within a product’s features and benefits that will be the focus of advertising and marketing in order to highlight a key advantage over its competitors. The focus on one key feature is in order to deliver the best chance of attracting and sticking in the mind of our time poor and often disinterested prospective customers.
Yet since those days, methods of manufacturing, distribution and business communications have grown in size and sophistication. The result is an overabundance of products available of comparable quality and capability. In other words, the traditional USP based on a product’s functional benefits – WHAT IT DOES – no longer offer enough of an advantage.
It has become necessary to qualify our product proposition with the more idiosyncratic aspects of how a product or business operates and presents itself.
“People BUY PRODUCTS but
they BUY INTO BRANDS”
Today, product capabilities and qualities go hand in hand. People may well want to buy WHAT your product or service delivers, yet they will only BUY INTO your brand, and the people behind it, if they feel you represent qualities and values they believe in.
This may seem be as plain as the nose on your face. However it’s because these quirks of our make-up are so familiar to us, that they can be tricky to identify as beneficial and even trickier to capture in communications.