‘Brand Values’, all businesses big and small should have them but they’re much more than just a few sentences jotted down on a piece of paper. In this article, Product Development Expert Joanne Griffin shares how to identify your USP and incorporate this into your products ensuring your range stands out from the competition.
Knowing why your products are unique is key to ensuring your product range stands out from your competition. You can do this by telling a story about your brand, processes and how your products came to be created. But first, you’ll need to work out what your business USPs are and how you can use these when developing your products.
And by identifying what makes your brand and products different, you’ll be able to use this information in your product descriptions. Meaning you won’t start with a blank sheet of paper when writing and your copy will be SEO rich with keywords applicable to your brand. Win!
I’ve pulled together a checklist of questions and handy tips to think about. So take some time to journal and work through these prompts. You won’t want to rush this so enjoy the process over a cup of tea or your favourite tipple.
Ready to deep dive into your beautiful uniqueness? Then let’s get started.
First up let’s shine a light on what your brand is about and what makes it stand out from the rest. Here you can identify what makes your business yours – unique, different and solely you.
Think about what you’re good at and enjoy.
Ask family and friends to describe your strengths – as sometimes it can be hard to think of them ourselves and you may get some ideas you weren’t expecting.
What do you and your business stand for?
What are you passionate about?
How do you want people to feel when they come to your brand?
Tap into the emotional drivers of you and your business too.
Tip: Don’t pick too many. Up to 10 is a good selection
Now you’ve pulled together your brand USPs, including keywords and values, you can include these in your product qualities checklist.
Refer back to your research/inspiration/ mood boards while you’re developing and after you’ve developed your new product
Is this product still aligned with your initial idea? If not is that a good or bad thing?
Tip: It doesn’t have to match your initial inspiration/ideas as long as the materials, values, style or mood still connects with your brand USP.
How many colour options will you offer? One or multiple variations?
Tip: A huge colour range creates more choice for the customer which sometimes isn’t a good thing. Plus it’s more inventory for you.
What materials will you use? Think about now and different materials you can add at a later date.
Are you going to add embellishments or decoration?
Can you personalise the product? If so, will it be with an initial, name or something more bespoke?
Or is the product personal instead of personalised? Personal products can be based on general recipients, hobbies or interests.
For example Mother’s, cycling enthusiasts, bakers or travellers.
Can you add any upsells on the product page? Gift wrap, gift cards, gift box, bigger sizes.
Tip: Consider adding the option to add other products from your range as a drop-down (e.g. gift tags with gift wrap)
What keywords would you use to describe this product? Do these fit with your brand USP? Take applicable keywords from your brand USP and use them here.
Does the product fit within your range or have you created a new range within your brand? Do you need to expand your product categories? Or maybe you want to name your collections?
Would you or someone you love buy this?
Tip: You have to believe in your product to sell it. If you don’t love it or see it’s value, you won’t be able to communicate that to others!
Who would buy this? If it’s a gift who is the gift buyer and the recipient?
Tip: It’s important to distinguish the difference here. The parent’s who are buying a gift for the child to a child buying a gift for their parents. The sentiment and style may be very different based on the difference in ages.
How would they use this product? Check – does the product still target your ideal customer?
Enjoy journaling over these questions, tips and using the checklists to discover the USPs in your product range. And after doing so you’ll be clear on why your brand us unique and how you can show this in your product development and descriptions. The New Year is the ideal time to have a refresh of your current products but doing this exercise at any time of the year will be beneficial.
And if you fancy going deeper and working out the USPs of your brands’ purpose and design identity. Then download Joannes’ full Brand, Design & Product USP Checklist to really dig into what makes everything about your brand so special.
Arnold & Bird was started by Joanne Griffin to help home & gift retailers see what’s possible and stretch their products ideas even further. She specialises in producing product development ideas and designs for creative brands that are intentionally planned to sell and grow your business
Using her experience of 13 years in e-commerce, Joanne is here to take your Pinterest inspiration and work with you to create designs personalised to your business.