David Smyth – Branding – what can it do for us? Keyhouse Seminar

Building a recognisable brand is going to be an essential part of any forward-looking strategy. All marketing, Dave argued, is about demonstrating to the consumer how you do things differently. Defining and showcasing your firm’s unique selling point (USP) is crucial to building an effective marketing strategy.

But Marketing is also about generating more value from existing customers. Dave noted that most businesses get upwards of 80% of their revenue from a well-looked-after 20% of their customers (the 80/20 rule) and that neglecting the rest means lost potential.

Presenting your USP means grabbing customers’ attention. Dave suggested that firms work out what their three most unique and engaging service features are, and emphasizing them over everything else.