Understand your customers' needs

Every business needs a reason for their customers to buy from them and not their competitors. This is called a Unique Selling Point (USP). You can identify your USP by completing the phrase 'Customers will buy from me because my business is the only...'

Your USP can change as your business or your market changes, and you can have different USPs for different types of customers or products.

For example:

• a stationery shop could offer a free same-day delivery service for its business customers within a local area - an effective USP for customers that need fast delivery
• the same stationery shop could offer a 5 per cent discount to businesses that spend more than £500 a month - this would be a USP for cost-conscious customers
• the stationery shop could also make sure it offers the most comprehensive stock of artists' materials in the area - a USP for local professional or amateur artists

All of these USPs can be effective because they are driven by what the customer looks for when making a buying decision.

Reviewing and refining your USP

It's a good idea to review your USPs regularly. Can you tailor your products or services to better match your customers' needs? Consider asking your customers why they buy from you. This will tell you what they think your USP is - this may differ from what you think your USP is.

Measure all activities against your USP to ensure consistency. You can create a social media strategy based on your USP to raise awareness of what makes your brand different.

It's also useful to check constantly what your competition is doing. Remember - if your competitors are doing the same, your USP isn't unique anymore.