ASSIGNMENT 1 PREPARATION: USP AND POSITIONING STATEMENT & MOTTO

By now you should have begun working on Assignment 1:Positioning Statement and Motto, due next week. You should have alreadyselected your business and completed 1. Target Market/Users and 2. Competitorsin the Assignment 1: Positioning Statement and Motto template.

If you have not done so, read the Week 4 PositioningStatement and Motto assignment and rubric in the Course Guide.

Download the Assignment 1: Positioning Statement and MottoTemplate [DOCX] to your computer and Save As using the following identifier:LastName_FirstName_Week4_Assignment 1.

This week, we will focus on 3. USP (Unique Selling Point)and 4. Positioning Statement & Motto.

For additional help with this section of the Assignment 1template, review Chapter 6 in your textbook, and review the resources linkedbelow.

USP (Unique Selling Point)

How is your brand better than its competitors?

Using your work from 2. Competitor’s section, to assess howyour brand is different from the competitors that you assessed.

What do you think your selected business does better thanits competitors?

What is the brands USP (Unique Selling Proposition)?

Why would customers want this product or service over theleading competitors?

Review 10 Examples of Killer Unique Selling Propositions onthe Web before you craft your USP for your business.

Follow these five steps to determine your USP.

List the features and benefits that are unique about yourproduct or service.

Do a Google search and compare these features and benefitswith your direct competitors. Identify the benefits that set your productapart.

Decide what emotional need is being specifically met by yourproduct or service.

Think about this from your customer’s perspective and add itto your list.

Identify aspects of your product or service that yourcompetitors cannot imitate.

Put a star beside anything that cannot be easily duplicated,reproduced, or copied.

Create phrases about your unique product or service that areshort, clear, and concise.

Use the words from steps 13 that you singled out. Be surethey can be easily communicated and understood by your customers.

Answering your customer’s primary question, “What’s init for me?”

Make it succinct and state it as a benefit to the customer.

What is the brands uniqueness?

What makes your brand unique, what makes it stand out?

Why do you think this is attribute is unique?

Why do you think customers will want this particularuniqueness? For example, Chick-Fil-A’s customer service is unique. Most fastfood restaurants do not offer such high quality service. Many consumers flockto Chick-Fil-A to be treated well.

What is the competitive advantage of the brand? How is itdifferent from other competing brands?

What does your brand do better than its leading competitors?

What type of advantage do they have over the competitors?For example, when Steve Jobs invented the iPod touch technology, he knew it wasgoing to be big. He purchased 10 years’ worth of raw material needed to buildtouch screens. Brands that wanted to copy Apple’s technology had to pay a muchhigher price for the supplies. This gave Apple the competitive advantage ofbeing able to produce the product at half the cost of the competition.

Does the brand have any attributes or benefits that dominatecompetitors?

What attributes (properties) or benefits do you see thatdominate the competitors? For example, iPhones dominate the smartphone marketand have for many years. Other brands may have more features, lower costs, anda longer battery life, but iPhone buyers are loyal (sometimes jokingly referredto as a cult!). While iPhones were among the first touch screen phones, it wastheir user friendly platform and their ability to communicate seamlessly acrossother Apple devices that made them popular worldwide.

Positioning Statement and Motto

Develop a new positioning statement for the brand youselected. 

Define your actual positioning statement for the businessand discuss why you have decided upon this actual positioning statement.Remember, once you write your positioning statement, make sure you address whyyou created the statement and why you think it will work.

View How to Write Market Positioning Statements. It explainswhat needs to go inside of a positioning statement and provides examples.

Develop a new motto for the brand you selected. 

Create the new motto for the business and then discuss whyyou created this specific motto. In most cases, businesses call their slogan,their motto; so as you are creating your motto, keep that in mind. Once youcreate your motto, make sure you address why you created the motto and why youthink it will work.

View How to Make a Business Motto for tips on how to getstarted.

View 50 Examples of Catchy and Creative Slogans for ideas asyou are creating a new motto for your selected business.

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