What features makes your business, product or service a better choice?
A USP (Unique Selling Point or Unique Selling Proposition) describes a business characteristic that sets you apart from your 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.
WHY USP IS IMPORTANT?
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.
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. Read more...
Sometimes changing a sentence can give you back seventy years!
LET'S TALK ABOUT YOUR PROJECT
How we can work together to build a better USP?
For a better results, we suggest that you participate in our strategy session in which we understand more about you, your business or brand vision; and accordingly offer you the most optimum brand or business strategy.
Please, fill out the form here, that we are better prepared when we contact you back.