How to find your USP or UPOV.
Over at my Substack, we discussed the divide forming between those advocating USPs and POV (I refer to them as UPOVs)
In a nutshell:
POV vs. USP: The Power Players in Branding
Let’s take a whirlwind tour through the buzzing world of branding. Specifically, we’re zoning in on two heavyweight contenders that have everyone talking: the age-old USP (Unique Selling Proposition) and the emerging star, POV (Point of View).
Grab your boxing gloves (or a comfy chair), and let’s get into this face-off.
1. USP: The Classic Heavyweight
- What is it? It’s all about what sets your product or service apart in the marketplace. Think of it as your business’s unique fingerprint.
- Why does it matter? In a sea of options, your USP is your lifebuoy. It answers the crucial question for consumers: “Why should I pick you?”
- Critics argue: Some say it’s dated. That in the quest for uniqueness, businesses end up sounding insincere or salesy.
2. POV: The Rising Star
- What is it? It’s not about what you sell, but how you see the world. It’s your brand’s unique stance, philosophy, or perspective.
- Why does it matter? In today’s authenticity-driven landscape, a brand’s POV can foster deeper connections with audiences, making them loyal fans.
- Critics argue: While a POV can be powerful, it shouldn’t replace a USP. They believe both can co-exist, complementing each other.
So, Who’s the Winner?
Trick question! They both have their place.
The USP nails what’s unique about your offering, while the POV defines how you see and shape the world. In a branding toolkit, they’re both invaluable assets, each bringing its own flair to the table.
Whether you’re team USP, team POV, or like me, believe in the magic of both, one thing’s clear: understanding and articulating your brand’s value and perspective is more vital than ever.
Finding Your USP: It May Be Simpler Than You Think
Let’s have a meeting of the minds about that elusive USP (Unique Selling Proposition) everyone keeps harping about.
You might be thinking, “Is it some magical formula, or a secret handshake I missed out on?”
Nope! Establishing your USP is straightforward, and you’ve got all the ingredients right there with you.
Let’s break it down, step by step, in the simplest way possible.
- Self-Awareness is Golden. Start by looking in the mirror. Not literally (though you’re looking good, by the way!). Understand what you genuinely love about your business, your passion, and what you excel at. Are you the fastest, the most detail-oriented, or perhaps the most innovative in your industry? Nail it down.
- Ask Your Tribe. Sometimes, we’re too close to see clearly. Ask your clients, colleagues, even friends: what’s the one thing they think you do best? Why do they choose you over someone else? Their answers might surprise you and provide that lightbulb moment.
- Scope Out the Landscape. Take a casual stroll through your industry (digitally speaking). What’s everyone else doing? Where’s the gap? This isn’t about copying, but about identifying a niche or an unmet need that you can address.
- Pain Points are Key. Dive into the problems your target audience faces. If you can solve a pain point that no one else is addressing or do it in a unique way, you’re onto something golden. Be the aspirin to their headache.
- Keep It Real. A USP isn’t about crafting a fancy slogan that sounds good on paper. It should be authentic, a true reflection of what you offer. If it isn’t genuine, trust me, people will sniff it out.
- Distill It Down. Once you’ve gathered all this information, simplify. Your USP should be concise, punchy, and straight to the point. Think of it as your elevator pitch – if you can’t explain it in a few seconds, it’s too complicated.
- Test and Tweak. Put your USP out there, and don’t be afraid to gather feedback. Sometimes, a little tweaking based on real-world responses can turn a good USP into a great one.
Your USP is like your business’s fingerprint – no one else has the exact same one.
And while finding it might require a bit of introspection and detective work, the result is a crystallized understanding of your unique value in the marketplace.
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Unearthing Your Unique POV: A No-Nonsense Guide
Alright, pull up a chair, grab a cold one, and let’s hash this out.
We’ve all heard the chatter about the USP (Unique Selling Proposition), but there’s another way to go that’s equally, if not more, potent: the Unique Point of View (POV).
It really isn’t about what you’re selling, more about how you see the world.
Trust me, in an era where authenticity is more and more important, your unique POV may be your golden ticket.
I can hear you asking, “How on Earth do I figure out this POV magic?”
Fear not, intrepid creative person. We’ll break it down and find that unique lens through which only you view the world.
- Dig Deep Into Your Story. Every hero has an origin story, right? What’s yours? Your experiences, challenges, and personal narrative shape your perspective. Maybe you grew up in a multicultural city, or perhaps you switched careers three times. These experiences influence how you see and approach the world.
- Passions and Pet Peeves. What sets your heart on fire? And conversely, what grinds your gears? These strong emotions, whether love or frustration, can point towards a unique POV. If everyone’s zigging and it annoys you, perhaps your POV is all about zagging.
- Consume Widely, Reflect Deeply. Read books, watch movies, attend seminars – from outside your industry. Exposing yourself to varied stimuli can help refine your own viewpoint. As you consume, constantly ask yourself: “What do I think about this?”
- Engage in Conversations. Engage with people who think differently than you. Debates and discussions can clarify where you stand on specific topics. Sometimes, you find your unique POV by understanding what it is not.
- Write It Out. Heard of freewriting? Sit down, set a timer for 15 minutes, and write whatever comes to mind about your industry, passions, or experiences. No editing, no overthinking. This raw, unfiltered stream can be a goldmine for identifying your distinct POV.
- Your Values are Your Compass. What principles guide your life? Integrity, transparency, innovation? Often, your core values offer a clear lens into your POV. If sustainability is a key value, your unique POV might revolve around eco-conscious approaches in your industry.
- Seek Feedback, but Stay True. While it’s valuable to get external opinions, remember that your POV is inherently yours. Feedback can refine it, but don’t let it morph your perspective into a carbon copy of someone else’s.
The absolute bottom line:
Your unique POV is a blend of your experiences, values, and passions. It’s the specific angle from which you see the world, shaped by your journey. And while it might feel a bit daunting to zero in on, trust me, it’s there.
Keep looking and you will find it.
STEAL (Like an Artist) – A Fun Talk on Creative “Shoplifting”
UX Week 2012 | Austin Kleon | Steal Like An Artist from Adaptive Path on Vimeo.
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