~ USP and UBR ~

Unique Selling Point is widely known and attempts are often made to define a USP for a brand or proposition.
When the Unique Buying Reason is questioned the opposite seems to be the case, only a few research this and spend efforts to define this.
In addition to the UBR of your target audience it could also be worthwhile to identify the Not Buying Reason as it could clarify opportunities and directions to optimize your offering.
The main challenge lies in the part of 'unique' and it makes sense to approach that from a sellers point of view AND from a buying point of view.

WHY?

It increases chances of success, if you're not aware of either both, your strategy & tactics could well miss the point. If you only define the USP the risk is that with this inside-out view your target audience is not understood sufficiently. Combining the inside-out with outside-in you can link and exploit the unique capabilities of your company with the reasons your target audience is buying from you and make sure these are aligned and secured!

HOW?

It asks for in-depth understanding of your company, the customer and the company (3C's).
It needs analyses of the 3C's and with these insights several discussion meetings and iterative development of the USP & UBR.
In many cases a seemingly unique aspect is not so unique when you zoom out after your deep-dive in the 3C's. It is also challenging to remain objective to the market you're active in given the fact you're part of it with your food business.
It is advised to set up a diverse project team with people from inside and outside who can work towards the definition of a USP & UBR..

WHEN?

If the above makes sense and you're open to consult marketing professionals that support you, the question then on the table is: when shall we explore if and how Mutrition can be of added value during a free of charge introduction call?
You can start the conversation with an email to ruud@mutrition.nl