USP is more than positioning statement – Adzufeh
By Felicia Nwosu
Media expert, Eki Adzufeh, the Chief Executive Officer/ Administrator for Alphabet Media Academy Limited, has averred that a brand’s Unique Selling Proposition (USP) is more than a positioning statement that brands must leverage in their marketing strategy to distinguish themselves from competition.
The advertising expert stated this during an interactive session on ‘Brands and You’, an advertising programme aired on Classic FM, 97.3, anchored by Benjamin Okoh. Mr. Adzufeh noted that brands must learn to convert their unique features into benefits that help form a recollective image in the minds of customers for easy recognition and identification, while propelling their decision for purchase.
“USP is more than a positioning statement. A positioning statement says a lot about a brand. When it comes to USP, then there are some intrinsic values that set the brand apart, which may not be tangible sometimes. Unique Selling Proposition is what defines a brand’s heritage and essence. It helps as a catalyst in fostering consumers’ purchasing decision to go beyond trial purchase but also repeat purchase which raises profitability and increases bottom line as well,” he said.
Mr. Adzufeh argued that a brand’s USP must be consistent to sustain consumers’ desired needs or else they switch over, adding that their words of mouth against the brand will be unpalatable to deal with as a brand.
“Every brand is there to meet the need of the target audience; the step begins from knowing who your target audience really is. This is by defining the properties in the brand that are unique, highlight them and also make them concise. But over and above everything, you need to promote your unique selling proposition for it to really sink into the minds of consumers,” he said.
The media buying and planning expert added that a brand’s survival is dependent on its unique selling point, and that the process of arriving at a desirable USP doesn’t come very easily or cheaply as well.
“Everybody in the advertising industry knows that at the centre of every brand or service is the target audience, you have to first and foremost define your target audience. No brand really will survive for a long time without a USP. For a brand to be reckoned with, it must be able to distinguish itself from others through its uniqueness, which attracts the core target to the brand.
“This is very important because every brand or service has its unique features or properties that stand it out from others. It is a marketing statement that marketers use to make sure that a product as targeted to their target consumers is distinguished from the potpourri of all other competitors around,” he stated.
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