Page 42 - Bord Bia

CONTENTS

STAGE 1

b) Branding
Continued

Building a Unique Selling Proposition (USP)
All great brands start with a clear understanding of their
Unique Selling Proposition (USP). Your USP is the factor
or consideration presented by a seller as the reason that
their product is diferent from, and better than, that of their
competition. (Source: www.entrepreneur.com )
A business can build its USP on product characteristics,
pricing, distribution or its promotional strategy.

There are 3 key ingredients to building a clear USP:

1. Consumer Understanding:
Getting a clear view of the consumer want or need in the
market. This should arise from your research conducted in
Topic A – Know your market.

2. Brand Story:
A story rooted in authenticity & provenance, told in a highly
relevant way so as to connect with your target consumers. It
must resonate & engage with them for success.

3. Great Quality Liquid:
High quality ingredients & consistent standards of brewing
or distilling

42