Yes it is entirely posable to be like all the others and be successful. However to be brilliant USPs are the ticket. They are what separates you and your brand from mediocrity. It’s best not to confuse consistency with USPs. USPs don’t mean quirky, irregular or inconsistent. A USP for Mercedes S class might be perfect consistency with remarkably low failure rates. It’s this USP that will trigger purchase decisions. Without it a buyer might opt for a BMW or Audi. The key brands in my life have USPs and it’s these USPs that add the magic. Apple versus Acer. They both make computers but Apple can charge a lot more for their product because of the USPs. Of course my thoughts here are only opinions and Malcolm must have many success stories of non USP businesses.

It’s good to raise these points and open discussion. Thanks again,

Damien.

Thanks Damien, good post! I hope you don’t mind me being contrary, however, but when I got my brand identity and logo designed, my branding guru – the awesome Malcolm Casimir of Butterfly London – advised me that he didn’t believe in usps. His argument was that the identity must be consistent throughout the brand and that if it’s right people will want to buy into that. I’d be interested to know what other people think.

Fiona