Do you shout it from the rooftops, stamp it on everything and promote it whenever you can?
Does your customer know why you are unique and ultimately why they buy from you over your competitors?
When you know and understand your uniqueness, getting it across to your customers, magazine editors and buyers is the next important component of effective marketing and brand building.
Consider your tagline, business cards or Facebook bio.
Do they communicate your Unique selling point effectively? These are great tools for getting across who you are and how you are unique, in a simple and compelling way.
Often the simplist approach can give you the clearest direction and the most effective connection with your customers.For example a cupcake business that sells beautiful cupcakes but iced simply. Compared to their competitors they may look “plain”.
Now consider their business with the tagline and added phrase:
In a world where frosting and decoration often outshine the cake – in these two sentences they have pitched themselves uniquely from the 100’s of cupcake businesses competing in a crowded market. It has taken their product – generally pitched toward children and opened it up to a completely new target market.
Great tasting, petite cakes, for grown ups.
In letting your customers know why it is they buy from you, it in turn makes them aware of what it is your competition are not doing for them.
And when meeting with a buyer it is important you can articulate why it is you are different and what target customer you can cover off for them – that they are not already doing with their current range.