What’s Your UBD?

First of all I hear you ask, “What’s a UBD?”

Your UBD is your Unique Business Differentiator and it is the most important thing you can know about your business before marketing it. It is what makes your brand, your business stand out in the crowd.

This is what you will use to establish your brand amongst your competition, it is what will draw your clients and customers to you in preference to other brands, it is how you brand yourself, it belongs in all of your marketing and will be used daily by you, your marketing, and your employees.

So how does a business find, create and establish their UBD?

It all begins with your Vision and  Mission statements which are a list of values, goals and outcomes you create for your business. Your vision and mission statements help to keep motivation high, give your business purpose and move you and your business from A to B, effecting growth on a regular basis according to your goals and outcomes.

From these statements you will gain and insight into who your business is, who your target market is, and how to market your business. The next step is to sit down and list your businesses main benefits to your customers and what is different or unique about it.

Questions to ask yourself at this stage:

1. Who is my main target market?
2. What is different about my business?
3. What am I proud of offering?
4. What am I passionate about?
5. What core values are most important to me in relation to my business?
6. What do my current customers/clients say about my business?
7. What benefits of my business are already important to my prospective and current clients/customers? (This might mean some research on your part)
8. What are people saying about the biggest or most well-known brands in the same business? (researching what other brands are saying around their own businesses can give you an insight into current trends)
9. What are the most universal needs of people searching for your niche?

Now create a new list, of words I want associated with my business.

The next step is refinement, take your lists and begin a list of words, values and answers you gave to the questions and prioritise them. Which ones are the most important to you, which ones are already associated with your business by your customers/clients.

Continue to refine this list until you have between 3 and 5 of the most important to you and your customers/clients remembering that your customers and prospects are even more important than you when it comes to your marketing, these are your business’s UBD’s.  Once you have this list try coming up with a few different slogans or phrases that encapsulate these UBD’s and these can be your very first branding messages.

Great Job! Now you’re thinking like a marketer!

The Zen Bull

More articles to help you establish your UBD:

http://www.asparker.com/ppts1004.html

http://www.flyingsolo.com.au/p236158609_Finding-out-what-makes-your-business-unique.html

© 2010, AnnieInfinite. All rights reserved.

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