Discover your unique selling proposition by following these steps.

What is Unique Selling Proposition [USP]?

Discover your unique selling proposition by following these steps.

Introduction

A unique selling proposition is a specific benefit that makes your business stand out when compared to similar businesses. In short, it communicates your business’s purpose and what differentiates it from others. Also, it is commonly referred to as a unique selling point (USP). Having a USP is a competitive advantage that allows you to be remembered in a marketplace.

The best USP communicates your unique benefits to the customers in a few significant words. In addition, it defines the specific value your law company offers and the problem it solves. By choosing something that makes your business unique, you’ll become known for that quality. Furthermore, your authenticity will make it easier for potential customers to choose your services

That is to say, your first step is to discover and communicate who your business is for. The next step is to define your offer and whom does it serve. Finally, to decide how to make a unique impact on the market.

HOW TO DISCOVER YOUR USP

In order to improve your market positioning, uncover your USP first. For a start, put yourself in your customer’s shoes. Research and explore the customer’s needs to discover what they really want. Finally, define what drives your customers’ behavior and their buying decisions.

Start with customer demographics such as age, gender, race, income, and location. Uncover the real reasons customers purchase your services instead of a competitor’s. Afterward, ask your customers for their feedback to improve your services. 

Instantly recognizable USPs can make companies operate in competitive markets. The strongest ones directly address a specific need of the company’s ideal customer. In addition, they emphasize the unique quality that separates a business from its competition.

Marketing strategy is important part of communicating your unique selling proposition.

HOW TO DEFINE YOUR USP

Forming a unique selling proposition helps focus your marketing strategy. Moreover, it influences your overall marketing decisions. Thus, USP should answer a potential customer’s most immediate question when they encounter your brand. Hence, it should be based on your company’s strengths. A compelling USP should:

  • Impact your customers to choose your law brand instead of your competitor’s
  • Sound memorable and draw attention to your law brand
  • Be a collection of your customer’s values: think of what your customers truly care about

Defining your USP requires thorough research along with creativity. Start by analyzing how other companies use their USPs to their advantage. This requires careful analysis of other marketing strategies.  

A business can use 4 P’s marketing strategy for its USP:

  • Product characteristics
  • Price structure
  • Placement strategy
  • Promotional strategy

They help the business reach that market position that sets it apart from the competition.

Your audience's feedback is an important part in improving your unique selling proposition.

HOW TO COMMUNICATE YOUR USP

Advertising – Try media advertising to find your target audience. Accordingly, use it to introduce them to your law firm brand.

Social Media – Maintain a strong and consistent presence on the social network.  In addition, think of working with influencers.

Content Marketing – Create interesting content that presents your company’s uniqueness.

Digital Marketing – Present your USP on your company’s website. For example, use a tagline form or a bulleted list.

Search Marketing – Don’t forget to Improve your website’s SEO. Accordingly, you will generate visibility and communicate your USP to a wider audience.

Conclusion

In short, your USP should place your service as different from your competitors. A strong unique selling proposition can help you attract and retain clients. That is to say, it is an important part of your marketing strategy. Furthermore, as a key differentiator, it is the reason your customer will buy from you. Follow these steps to define your USP and differentiate your services in the market.

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Discover your brand tone and voice by finding out their differences.

The Difference Between Brand Tone and Voice

Discover your brand tone and voice by finding out their differences.

Introduction

Brand voice and brand tone are not the same, but they have a few things in common. They both reflect your brand’s personality and therefore impact the identification of your brand. Besides that, they both serve the mutual purpose of demonstrating the core values and goals of your brand. Despite the brand voice and tone functioning differently, they are required to work together in order to communicate your company’s messages successfully.

To do that, the brand voice has to achieve and maintain consistency and tone to create a relatable space. In short, voice and tone collaborate in order to strengthen your brand’s appeal to consumers. They can shape users’ experience and how the company is remembered and therefore, optimize your brand’s presence.

BRAND VOICE

Voice is your brand’s personality and the unique way you present your brand to the world. It is based on the type of language you use and the way you use it. In other words, brand voice is a unique, clear expression of your brand through words. Your voice should remain consistent throughout every piece of content your brand creates. 

From your website content to email messages and social media posts – your brand’s voice consistency should help people identify your brand. Whether your voice is simple, straightforward, professional, or concise- all of your content should be written in that voice. Clearly defined brand voice makes your company stand out and be easily recognized. 

It allows readers to immediately identify your content, no matter when and where they see it. Besides that, it also communicates the unique values and personality of your company. Since your brand voice is the formulation of what your brand sounds like, it should be confident, strong, unwavering and consistent. In addition, a clear brand message helps develop a strong brand voice.

Define your brand tone and voice by discovering their differences.

BRAND TONE

The tone of voice is the expression of your brand’s personality, beliefs, and values. It is based on how you speak, the words you use, and the way you use them. In other words, your tone is how your brand uses its voice to communicate its message.

Tone allows your brand to modify its voice in order to deliver a certain message in a specific context. Adjusting your tone to fit the needs of the content you’re creating increases the relevance and meaningfulness of that content. In short, modulating your tone creates better experiences for your audience.

Unlike voice, which should remain consistent, the tone of your brand can change depending on the situation. However, your tone should always stay true to your brand voice. If a voice is your brand’s personality, then the tone is how you express that personality. Your brand’s tone can change depending on the audience you are referring to. Furthermore, it depends on the context of the conversation and the medium you’re communicating through.

Different tones are used to build an emotional connection with the audience through expressed empathy. When adopting different tones of voice in your content, try to connect with your audience on an emotional level.

Discover your brand identity by defining your brand tone and voice.

Conclusion

Establishing your brand voice and tone is an essential starting point for your business. Using tone and voice respectively and properly helps you stay consistent with your content. Defining brand identity is a journey every company has to go through in order to increase its value. To build a strong, cohesive, and consistent brand identity you need to define the voice and tone of your brand. That way your brand can communicate its message to the world effectively in order to set you apart from the competitors.

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Steps for establishing your company's brand tone of voice.

How to Define Your Brand Tone of Voice

Steps for establishing your company's brand tone of voice.

Brand tone of voice

Brand tone of voice is an important part of your firm’s brand and a critical element in how people perceive your firm. It reflects your brand personality and expresses your company’s set of values. It also helps you connect with your audience and makes you stand out from the competition.

Your tone of voice has a major impact on your relationship with your audience, brand identity, and overall performance. It should be consistent throughout your content as it demonstrates that you’re reliable and delivers the highest quality of the customer experience.

Following the next steps can help you establish a clear tone of voice for your company’s brand:

Step 1: Get to Know Your Audience

Start by doing thorough research of your current audience in order to adjust your content to your target audience. Take a look at their demographic information and use that data to create a portrait of your ideal customer. Defining your ideal buyer can help you figure out how best to communicate with and relate to your customers. Moreover, to find out what channels they prefer to use for communication with brands. Afterward, use it in order to adapt your tone of voice and reach out to them.

Step 2: Identify Your Brand’s Values and Mission statement

Identifying your company’s core values will help you communicate your message effectively. Besides that, it will shape the community surrounding your brand and ensure the connection with your customers. After you have defined your brand values, the next step is to compose a clear brand mission statement for your audience. A well-defined mission statement shapes your brand’s culture and allows your audience to relate to your company’s values.

Identify your company's values in order to define your brand tone of voice.

Step 3: Examine Your Current Communication

Inspect your existing content and communication to see what your brand sounds like at this point. According to the Nielsen Norman Group, there are 4 types of brand tone of voice:

  • Humor (funny vs. serious)
  • Formality (formal vs. casual)
  • Respectfulness (respectful vs. irreverent)
  • Enthusiasm (enthusiastic vs. matter-of-fact)

Step 4: Define Your Brand’s Tone of Voice

Combine all the information you’ve collected through research and use it to define your brand’s tone of voice. A tone of voice should consist of two elements:

  • What do you sound like
  • What do you want to sound like

After you have identified where your brand falls within each dimension, refine it by choosing more specific tone characteristics.  Use the Norman Nielsen Group list of 37 tone-of-voice words.

Once you have refined your desired tone of voice, merge “What you sound like” and “What you want to sound like”. Check if your tone of voice aligns with both elements and make necessary changes if needed.

Communicate your company's brand tone of voice to your audience.

Step 5: Implement the Tone of Voice Into Your Brand Communication

In order to successfully implement your tone of voice, create detailed brand guidelines. Write them in the defined brand’s tone of voice. Insert a portrait of your target audience, their voice, and your brand’s attitude to your audience. Also include your brand’s values, your mission statement, and specific vocabulary. Don’t forget to introduce your employees to this guide. Most importantly, implement your brand’s tone of voice to each content you publish.

Conclusion

A tone of voice expresses a unique personality that turns a company into a brand. The first step in developing a tone of voice is deciding what message do you wish to communicate to the world. Secondly, decide to whom do you want to communicate that message. With a clear idea of your audience, you can develop a vision of your brand’s message

Furthermore, you can discover what is the right language to approach them. Consistently using your brand tone of voice has several benefits. Above all, it will make your audience receive a better sense of where your brand stands. In addition, it will introduce them to the values your company provides to them.

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Take a look at a detailed strategy for creating perceptual maps.

The Power of Brand Perceptual Maps

Take a look at a detailed strategy for creating perceptual maps.

What are perceptual maps?

Brand perceptual maps are also referred to as positioning or marketing maps. They are visual representations of how consumers perceive your brand. Moreover, how competitors are positioned in relation to your business. They usually appear in the form of a two-dimensional chart with horizontal and vertical axes.

These axes represent different attributes on a scale. The specific attributes are essential to the target audience. Furthermore, they are used to identify market gaps that might be exploited. Price, quality, performance, packaging, size, features, reliability, etc. These are some of the attributes perceptual maps consist of.

Use this powerful visual tool to create detailed perceptual maps.

There are multiple benefits of perceptual mapping. These maps help organizations to understand the thoughts and behaviors of consumers. They also help them gain insight into their competition and track market trends. That way the companies can create a unique brand identity. Using this powerful visual tool, you can determine a brand’s current and desired position. Furthermore, you can predict a brand’s marketplace performance and track marketing strategy.

Multiple mappings

To gain meaningful insights into your market positioning, try multiple mappings. For example, create one for your brand and the other for the marketplace. Accordingly, use different sets of attributes that are important to your target audience. This way you will be provided with important information. For example- the ones that evaluate your brand, competitors, and the marketplace

Next, gather the insights from your competitive analysis. Afterward, create a perceptual map that shows you where your brand stands relative to competitors. For a start, apply price and quality in your brand perceptual map. In addition, focus on the primary consumer needs or service benefits along the way. That way you can understand and track every parameter, which will vary depending on the market.

Try multiple perceptual mapping for a better market positioning strategy.

Make your position map

Make your own position map by following these steps:

  1. Draw a horizontal line, the X-axis across the middle of a document.
    Then draw a vertical line, the Y-axis, halfway across the horizontal line. That way you will have a box divided into quadrants.
  2. Think of two attributes important to your customers. If one of the attributes is “Reliability” name your horizontal axis as “Reliable”. The left side of the horizontal line stands for unreliable. Accordingly, the right side will stand for reliable. 
  3. The second attribute important to your customers might be ‘’Safety’’. Therefore, the bottom of your vertical line should represent low safety. Consequently, the top of your vertical line will represent high safety.
  4. Draw a circle to depict each of your competitors. Place it where you think they stand in the minds of the customers. 
  5. Match the relative size of the circle to the brand’s market share. The bigger the circle, the greater the share of the market.
  6. Finally, put your own brand, company, or service where you think it belongs on the graph.
    Include the size of the circle to represent your market share relative to the competitors.
Or just click here to download our Perceptual map template.

Conclusion

Perceptual maps are a great part of your brand development. Hence, consider brand mapping as you explore market insights. Include it when communicating brand direction to ensure alignment of your brand strategies. Work through your company values to set a strong foundation for your branding. Afterward, strive to achieve desired goals for your business.

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The most effective market positioning strategies in 2021.

The Most Effective Market Positioning Strategies

“Positioning is not what you do to a product.
Positioning is what you do to the mind of the prospect.
That is, you position the product in the mind of the prospect.”

The most effective market positioning strategies in 2021.

Introduction

Proper market positioning is a great foundation for your business identity. Besides that, it influences how customers perceive your service relative to the competition. Market positioning strategy requires focus and a commitment to a specific niche, idea, or target audience. However, once you create a positive image of your service in the customers’ minds, you can claim your position in the competitive market landscape.

Here are some of the most effective market positioning strategies:

1. Create a positioning statement

Start by identifying your business’ unique value in relation to your competitors. A clear positioning statement can be found at the core of every marketing strategy. As a result, your marketing strategy navigates the look and feel of your brand system.

Your positioning statement should serve to identify your business and define the perception of your brand in the eyes of customers. Answer these questions in order to define it:

  • Who is your target audience?
  • What is your service category?
  • What’s the biggest benefit of your service and how can you prove it?

2. Come up with a tagline

A tagline or a slogan is a shorter version of your positioning statement. That is to say, it tells the customers everything they need to know about your firm. Once you have completed the first step, you can create a tagline. Afterward, use it in other marketing activities in order to communicate your business statement.

3. Conduct a competitor analysis

Identifying and understanding your competitors is the key to finding gaps in the market your business can fill. Furthermore, evaluate their strategies so you can determine their strengths and weaknesses. Finally, compare them to your business and use them to your advantage.

When you’re analyzing competitors take the following into consideration:

  • What is their market position?
  • What’s their growth rate?
  • What are their past marketing efforts?
  • Which services do they offer?
  • What is their strategy like?
  • What’s their relationship with the audience?

This way you will see who you are up against and decide what you can do better to gain an advantage.

Read more about 6 types of market positioning strategies.

4. Find your current position

Take a look at how your business fits in the competitive landscape and where do you rank. Your current position in the market gives you insight into where to go and what to do next.

Think about the following few questions to state your current position in the market:

  • What does your brand stand for?
  • Who is your ideal customer?
  • What is your mission and vision statement?
  • What makes you stand out from the rest of the market?
  • Which solution do you offer to your customer’s problem?

Keep in mind that we all love connecting with authentic brands. Besides defining your ideal consumer, focus on discovering who your current audience is and how to communicate in their language.

5. Promote your service

Advertisements are usually the first place business positions themselves. Hence, it’s imperative to communicate your unique value proposition clearly. First, you need to determine your target market so you could offer a solution to your customer’s problems. When presenting your service, your unique value statement should be clear. Consider backing it up with customer testimonials and success stories. Meanwhile, point out why are you different from the competition and why you should be their first choice.

6. Test your market positioning

After creating your positioning statement, you should spend time testing and collecting feedback from your customers. Your testing should feature a mix of qualitative and quantitative research consisting of one-on-one interviews, polls, and surveys. Based on these test results, you can finally establish your firm’s positioning strategy and improve it over time.

Conclusion

Leverage advantages of market positioning strategies in order to improve your firm’s current positioning. As a result, your services will be placed as favorable and unique compared to other options in the marketplace. If you require further guidance regarding this topic, consider hiring experts in this area. However, if you want to learn more about this and similar topics, we recommend reading our latest blogs: How to get more referrals for your law firm and Which Marketing mistakes to avoid.

Who are we?

We help lawyers gain a competitive advantage in the connected world

Carmine Cloak is a law firm brand design agency for lawyers that provides services such as Strategy, Branding and Digital with Consulting. 

If you are not a lawyer, don’t worry- We can still help you out.

We offer you a design guarantee on all work and service done in less than 60 days. Our expertise applies new and proven trends and focuses on partner relationships and putting our clients first. 

Schedule a free 30-min consultation with our team to get to know us and see how we can help you out on your journey. To check the compatibility of our services, click to view the complete process.

Or fill in the application form below and schedule a consultation with us!

Carmine Cloak specialized in helping companies define and execute effective marketing strategies.

If you need assistance with market positioning strategies, contact us today.

Fill in the application form below and schedule a consultation with us!

Read more about 6 types of market positioning strategies.

6 Types of Market Positioning Strategies

“Positioning is not what you do to a product.
Positioning is what you do to the mind of the prospect.
That is, you position the product in the mind of the prospect.”

Read more about 6 types of market positioning strategies.

Introduction

Market positioning is one of the fundamental elements of marketing. In short, it is a brand’s unique way of providing value to its customers. Furthermore, proper positioning is choosing to be perceived as something specific in the mind of your potential clients. That way they can associate your law firm with a unique solution to a certain problem.

Successful market positioning strategies are based on several foundations. First, the deep understanding of your service and the overall marketplace. Finally, differentiating your company from the competition. Here are some types of market positioning strategies:

1. Product value

Product or service characteristics associate your brand with a certain value that is beneficial to customers. For example, your main law firm’s value can be based on reliability. Hence, by using the proper communication tools, your brand will be known as reliable to the customers. In addition, you should strive to consistently communicate the most unique benefit of your services.

2. Product price

Pricing is an essential factor that impacts the decisions of most customers. Therefore, positioning your services based on price associates your brand with competitive pricing. However, positioning solely on price can be tricky. The truth is, there is no loyalty for businesses positioned on the low end of price. Reasonably, the customer will go to the law firm offering the lowest.

3. Product quality

Accordingly, positioning a product or service based on its quality is different from positioning based on price. Often, the high-quality service is the focal point of a brand’s communication. The reason for that is to create a desire so customers want the product regardless of the price. Furthermore, price and perceived quality usually go together. As a result, they’re often the starter attributes for perception maps that can help you with market positioning.

4. Product use

Associating your product with a particular use is another way to position your brand in the market. For example, different positioning of the same service aims to target a different audience. That way your services can satisfy numerous customer needs. In order to satisfy your customer needs, you need to determine your audience first. Afterward, use the valuable data to craft your ideal buyer persona.

Knowing your audience is one step towards the successful market positioning.

5. Customer needs

Customer needs are also an important part of your marketing strategy. For a start, it’s important to know your customer’s desires and needs. Furthermore, it’s important to successfully provide them with a solution to their problems. As a result, your will gain their loyalty and very likely an expansion of your audience.

6. Competitors

Certainly, differentiation is what sets your product or service apart from the crowd. That’s why you should aim to position your brand as unique. Moreover, to present it as a better choice in comparison to your competitor’s brand. That way you could reduce your competition. Therefore it’s important to conduct a competitor analysis in order to discover your competitors. in addition, this process will provide you with important data you can use to improve your services.

Conclusion

Besides these examples, your company’s positioning strategy will be affected by plenty of variables. For example, they will be related to customers’ requirements and motivations as well as by competitors’ actions. Explore these positioning strategies in order to place your services as favorable compared to other options in the marketplace. If you want to learn more about this topic, we recommend reading The most effective market positioning strategies in 2021.

Who are we?

We help lawyers gain a competitive advantage in the connected world

Carmine Cloak is a law firm brand design agency for lawyers that provides services such as Strategy, Branding and Digital with Consulting. 

If you are not a lawyer, don’t worry- We can still help you out.

We offer you a design guarantee on all work and service done in less than 60 days. Our expertise applies new and proven trends and focuses on partner relationships and putting our clients first. 

Schedule a free 30-min consultation with our team to get to know us and see how we can help you out on your journey. To check the compatibility of our services, click to view the complete process.

Or fill in the application form below and schedule a consultation with us!

Carmine Cloak specialized in helping companies define and execute effective marketing strategies.

If you need assistance with conducting positioning strategies, contact us today.

Fill in the application form below and schedule a consultation with us!