What matters more: your message or your logo?

It often happens that when we visit a potential client's website we find ourselves (excuse the redundancy) not being able to find out what the website is about? What do you sell? What do you offer? Why are you different from the others?

Why is USP so important for your website?

You've probably heard of the Unique Selling Proposition if you've ever met with a designer or marketing specialist as a business owner, and you've probably been told that it's "like a brand slogan " (although they're two completely different things), but it's vitally important to your business strategy.

Let's summarize the USP concept:

It would be the combination (in words) between what you (your company) do well and what your client wants, sometimes in a somewhat poetic way…

In our case: we specialize in eCommerce design and optimization, with a team of experts at the service of your business, providing a personalized digital support service... all this summarized in " eCommerce like a pro", yes, emphasizing "like a pro" ;)

💍 De Beers @debeersgroup with its USP turned the diamond into the symbol of lovers with its "A diamond is forever" > in a few words it tells you about quality, investment and the specific moment, encompassing the entire universe of jewelry.

🍫 #M &M's for example bet on their differential value: "they melt in your mouth and not in your hand"

Why is the Unique Selling Proposition so important?

Let's put it in context; if you are about to launch your ecommerce:

• Could you define why a client chooses you over the competition?
• What do you offer that your competition doesn't?
• What makes you unique?

You must find an aspect that makes you stand out from your competition, based on:

• The features, functionalities and benefits of your product or service.
• The quality of your product or service and the ability to satisfy your potential customer (Here you need to know your audience very well!)
• Price, you can stand out for your competitive prices, being low-cost does not mean it is bad, remember: the ability to satisfy your customer...
• Delivery times (think Domino's: Pizza in 30 minutes or your money back)...

Need a powerful USP? Follow these steps:

Choose which category your brand would fall into:

• You would differentiate yourself by:
• The price
• The effectiveness
• Customizable service or product
• Warranty
• Quality
• Originality: first in the market?
• Niche: specialists, in...

Communicate your strengths

It's time to focus on these 4 pillars to fully understand what your strengths are and how you will stand out from your competition:

1. What do you have that your competitor doesn't?
2. Is what your competitor doesn't have important in choosing your brand over another?
3. Could your competitors copy you? For example, could you also deliver a package in less than 24 hours worldwide? Or would you give away your product if you don't deliver it within the next half hour?
4. Is it easy to understand? Just as it is important that a logo can be replicated by anyone on paper (it shows how much it will retain), it is essential that this value can be understood by your potential client.

Emphasize your concept

The category you have chosen will be very generic. De Beers is all about quality, but at the same time with its phrase "a diamond is forever" it goes far beyond quality, touching on financial points (its high prices) that after all will be an "investment" that will last forever, also having an emotional impact: the momentum, the marriage proposal, the future that lies ahead and all the romance around it.

In the end, the USP is as important as your logo: one in words, the other graphically.

And of course, a graphically powerful logo that sticks in your brain accompanied by a powerful phrase, with meaning and reinforcing the concept of your brand, your WHY, is doubly powerful when it comes to setting yourself apart from your competition.