Hey guys. So before we jump into the Instagram grid and branding our Instagram we need to cover briefly the unique selling proposition again, your unique selling proposition is one concise sentence that determines your difference. No one else should be able to claim your difference. Make sure you keep this concise too many of my clients use colorful language to describe their difference, but this actually hurts your message. Be direct with your USP it is for your use only your clients and customers will not see the exact USP sentence, they will only see the effects as it rings out through your entire brand. So we create a unique selling proposition for many reasons.

One, a USP sets you apart in your industry to a USP makes your difference so clear that everyone the manager, the customers and even the janitor can repeat it. A strong USP results in more sales, competitive strength and growth. I've organized four different categories from To differentiate your brand, the first category is by finding a need and fulfilling it and existing mutual desire. Someone that did this well was Sara Blakely from Spanx. She found out that a lot of women actually wanted to be smoothed out under their dress pants or even dresses. So she created a fat sucking girdle basically, for lack of a better word, to smooth out women under their preferred clothing.

She found an existing need that a lot of people had just hadn't been solved yet. to specialize in a category. This is my favorite one and I believe it's the most simple. So say you sell clothing. Clothing really isn't that different. So how about we add on an extender, we'll call this an extender.

We'll call it vintage clothing. That's a bit more different than clothing but still not different enough. So let's say we add on Parisian as another extender So say you go to Paris and you buy vintage Parisian clothing and you bring it back and you sell it in the US. Now that's really, really different. But how about we add on another differentiator. This is called an extender.

Again, black so you sell clothing. That's vintage from Paris, that is all black. Now that's extremely different. I haven't seen any brands doing that. A brand that we do see differentiating and categories very successfully is lush cosmetics. They sell cosmetics, but they're pure and handmade, they're vegan, and they're socially responsible.

So they're not just selling regular cosmetics that are pure and handmade. They're adding on these extra extenders to really differentiate themselves. The third category is a non existing desire, a brand new solution. Henry Ford said if I had asked people what they wanted, they would have said faster horses. So this is something that's maybe a technological advance or something we haven't seen yet. This is a bit harder, but I think A lot of startups are approaching this sort of unique selling proposition.

The fourth is experience differentiating to experience. The best brand doing this that we all know is build a bear. So you can buy a teddy bear anywhere, but you cannot go and build a bear stuff it, dress it, put a heart in it and have this experience with your niece, nephew or child. They differentiate by experience, even though they're selling something that's a commodity, their USP is actually compelling. So everything you do stems from the USP. Think of your USP as the seed of your brand, and all the touch points including Instagram are the branches that come off of the seat.

Remember, no one else should be able to claim your USP. This should be one short sentence keep it really concise. So some great examples of unique selling propositions are Volvo. The number one safest car, they can say they're the safest car because they've done studies in the tests. That is a compelling unique selling point. opposition.

Another example is Toms, buy a pair give a pair and Voodoo Donuts, the donut shop, tourist attraction. All of these unique selling propositions are very different and they're compelling. They're giving me a reason to go to these businesses or buy from them online. So after you get your unique selling proposition, we need to make sure it's tangible. You need to show it through everything. Like I said, Your USP is the seed, and then the branches are everything that come off of that.

That could be your logo design, your Instagram branding, the brochures and the way you talk to people. We need to make sure the USP is tangible and everything that we do after we determine it, this is the whole actions speak louder than words. We're not going to tell people we're very unique. We're going to show them how we're unique and we're going to have them feel it through every touchpoint including the Instagram