7 ways to develop your unique value proposition

Arriving at your brand’s unique value proposition (“UVP”) is no easy task.

Your brand’s UVP is the reason why customers should do business with you instead of your competitor. It requires a thoughtful process of identifying what sets your product, service, or company apart from competitors. When it comes to the UVP it is not about being valuable, but about being unique.

Before we get into this blog, let’s first ask the question:

What is a unique value proposition, or UVP for short?

Harvard School of Business defines a unique value proposition (UVP) as the kind of value a company will create for its customers. However, this is not specific enough making it difficult to comprehend. In this blog we’re addressing why it is so unbelievably hard for many businesses to develop their UVP and how you could navigate these challenges to develop your UVP.

#1. The need to balance your unique value proposition with uniqueness with relevance.

It’s hard to pinpoint what makes your business truly unique while also ensuring it’s relevant to your target audience. Many businesses offer similiar services, and it can feel like everything has been said and done before.

You can start to overcome this challenge by focusing on the specific results or experiences that only your business can provide, based on your expertise, approach, or unique offering.

#2 Understanding Customer Perceptions

It’s difficult to see your brand from the customer’s point of view. What you think is unique may not be what your customers value most.

You can start tapping into your customers perceptions with customer feedback surveys, testimonials and case studies to understand what they find valuable and why they choose you over competitors. These insights can shape your UVP.

#3 Identifying what truly sets you apart

When you too close to the business you can assume that certain features or benefits are standard across the industry. This makes it difficult to identify your unique differentiator.

You can navigate this by looking at competitors in your industry to identify what they’re lacking or doing differently, and explore your strengths that they don’t emphasise Your UVP should focus on the key aspects that distinguish your brand from another.

#4. Being Too Broad or Too Niche

It can be difficult to find the right balance between broad appeal and niche focus. A broad UVP may not clearly define what makes you unique, while a very niche UVP can alienate you from potential clients.

One way to navigate this challenge is to identify a specific strength or value that appeals to your market while still leaving room for growth. You UVP should be specific enough to set you apart, but broad enough to attract your core audience.

#5. Differentiating from Competitors

In saturated markets, many businesses offer similiar services, making it hard to highlight what makes you better or different. You’ll need to dig into your methodology, results, or customer service. What additional value do you provide? Do you solve problems in a unique way. It’s not just what you do, but how and why that sets your brand apart.

#6. Communicating value clearly

How can you translate value into a short, concise statement – it’s hard! It either ends up being vague, lengthy, jargon-filled, or overly complex. To simplify your message, focus on the core benefit you deliver in terms of results or experience, and express it clearly using everyday language.

#7. Focusing too much on features

Companies often focus on listing features of their service instead of the unique benefits that the client will experience. Features don’t resonate as strongly as results. You can shift your focus to the outcomes that your company offers.

Getting to the heart of a UVP is difficult because it requires a deep understanding of your business, your competitors, and, most importantly, your customers. It’s about finding that sweet spot where your unique offerings meet the real needs of your audience.

How can we help you?

We can’t tell you what your UVP should be, but we can support you through a consultation process to uncover and create a clear and concise UVP that gives your customers the reason why they should choose you. Contact us today for this support.

About Ignite Media

We are a brand and digital agency in Cape Town, passionate about helping businesses grow their brands, attract their customers and achieve success.