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ROADMAP

STAGE 1

b) Branding
Continued

To help get you started on your own USP, please run through the following 4 simple steps
that should help you to start the process:

Put yourself in your consumers’ shoes.
Too often, business owners fall in love with their product or service and forget that it is the consumer’s
needs, not their own, that they must satisfy. Step back from your daily operations and carefully scrutinise
what your consumers really want.

Know what motivates your consumers’ behaviour and buying decisions.
You need to know what drives and motivates your consumer target. Go beyond traditional demographics,
such as age, gender, income and geographic location. It is not enough to know that 75% of your customers
are in the 18-24 age range! You need to look at the motives for their choice of drink. Leading drinks
companies are great examples of businesses that know the value of understanding consumer behaviour.

Uncover the real reasons consumers buy your
product instead of a competitor’s.
As your brand position becomes clear, you’ll be able to ask consumers directly about what they see as the
diference between your brand and the competition. There are a range of variables and aspects to explore
here such as better tasting, great glassware, better serving suggestions, great brand back story and so on.

Next, you must be brutally honest with yourself.
Ask yourself what features of your brand jump out at you and set you apart from the competitive set?
What aspects can you promote that will make consumers & customers support your brand? How can
you position your brand to showcase your USP over your competitors so it is clear for all to see in bar,
restaurant and in store.

Note: Step-by-step practical workbooks can be found at www.bordbiavantage.ie/insight-innovation
The workbooks have helpful templates on branding to use as part of this process.

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