Keep It Simple — 5 Businesses With Straightforward USPs That Work


If you can’t describe what your business does in a couple of short sentences, your Unique Selling Proposition (USP) might be too complex for customers to understand.

If you have a wide range of services, it’s possible to condense these into a short, snappy mission statement — you’ll become more memorable to customers and stand out from the competition.

And if your range is high-quality but limited, why complicate things?

With that in mind, here are five businesses with straightforward USPs that work.

  1. Ronseal

Paint and maintenance treatment manufacturers sometimes have large product ranges — creating a headache for customers who want a quick fix for DIY issues.

But Ronseal blew complexity out of the water with their 1994 TV adverts for Five-Year Woodstain, which simply promised customers that the product ‘does exactly what it says on the tin’.

Audiences loved the no-nonsense messaging, the brand value was bolstered brilliantly and the catchphrase quickly entered popular parlance.

  1. Aldi

German supermarket chain Aldi has become a global player thanks to its steadfast commitment to simplicity.

The store understands that shoppers are often overwhelmed by the sheer amount of choice available for very similar products.

So it sources alternatives to top brands that are of equal quality, buys in bulk and offers customers prices that are 50 per cent cheaper than competitors — a brilliant business model that sets them apart from rivals.

  1. Google

Other search engines are available, but Google’s simple user interface, legendary logo and consistent homepage make it by far the most popular.

The brand has become synonymous with instant information — billions of people asking for answers every day are advised by friends and family to ‘Google it’.

Its algorithms are complex and confusing, but the basic customer-facing USP has remained the same for years.

  1. The Mat Factory

Pretentious door mat providers might christen themselves ‘carpet saviours’ or ‘vestibule defenders’ and turn off a whole chunk of potential custom.

But the Mat Factory don’t believe in making people guess what their offering is, and this approach benefits their business.

Their mats can be customised with a fancy message if you like — but branding is squarely aimed at a niche market and hits the target bang on.

  1. IKEA

The IKEA vision is simple — the flat pack pioneers want to sell functional and affordable home furnishing products that make people’s lives a little better.

And this attitude extends to their classic shop floor design, where arrows guide customers to clever displays that demonstrate exactly how their chairs, sofas and lampshades can transform their homes.

Their model has definitely proved popular — the world’s largest furniture store operates in 41 countries from over 300 outlets.

Taking a look at these five businesses with straightforward USPs should help you market your products in a clear and concise manner.

What’s your favourite ‘simple’ brand?  Share your thoughts in the comments section



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Friday, 19 July 2019
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