What features makes your business, product or service a better choice?
USP
A USP (Unique Selling Point or Unique Selling Proposition) describes a business characteristic that sets you apart from your competitors. It identifies what makes your business, product or service a better choice, and why your target clients should choose you over the competitors.

A USP may include sign, color, pattern or words such as the "why us,", "the highest quality," "lowest cost," or "the first-ever," which indicates to customers what your product or service has that your competitors do not.

Challenge
"High quality," "easy-to-use," and "complete solutions" are just feel good statements. These overused words have lost their ability to convey differentiation. Are any of your competitors claiming to have low quality, hard-to-use products that don't solve the customers' problem?
You need better way to impress your customers.
Solution
A USP refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.

It identifies what makes your business, product or service a better choice, and why your target clients should choose you over the competitors. Your USP can be an effective tool that helps you focus on your marketing goals and verifies that every piece of branding collateral you create successfully sets you apart from the competitors.
Case Study
Holtmann

How Holtmann Messe+Event became Holtmann Since 1950?
Holtmann (Holtmann GmbH & Co. KG) is one of the leading service provider for trade fairs and events in Germany.
Holtmann was able to shape the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.

In 2018, as a Holtmann brand consultant, along with rebranding and corporate design transforming, definition and design of a new USP was put on the agenda.
After three months deep research and analyzing more than100 international trade fair and event companies in Germany, we found about 30 companies that use the word messe+event in their sub claims, title or slogan.

My suggestion was a slogan tailored to the new branding. Holtmann is one of the oldest exhibition companies in Germany. I suggested that the year of the company's establishment, 1950, be our USP and distinguishing point between competitors, and fortunately it was accepted by the CEO and the boards. Logo was changed, new corporate colors, white, anthracite and orange (as the accent color) replaced traditional black and white. The tradition design style replaced by modern composition.

Sometimes changing a sentence can give you back seventy years! Read more...
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How can we work together to build a better USP?

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