The Conscious USP - Your Brand Story
A core service we offer is The Conscious USP. USP stands for Unique Selling Proposition. The more refined your USP, the more likely you'll be able to speak to your customers or your audience.
But companies labeling themselves as "conscious" have a challenge. Often idealist upstarts think being Conscious, Organic, Green, or Fair Trade IS their USP. It's not.
A USP means defining yourself apart from the competition. And in the emerging conscious world -- think anything, including magazines, you might find in Whole Foods -- there is A LOT of competition. So you have to carve out your niche.
The secret is: that niche can be INTERNAL or EXTERNAL—related to your product features or perceived benefits.
That's where we come in. But hashing out perceived benefits is not about lying to your customers or creating a placebo effect to replace your actual product. It's about finding out what your customer really wants. In fact, it's about finding out what your customer really needs. The only way to do that is through testing.