What’s your brand USP?
A Unique Selling Proposition, or USP, is defined as what makes your business different from everyone else in the market. Taking the time to understand what that is for your salon is crucial to your marketing strategy and helps you avoid the trap of trying to please everyone.
Being the best salon in the area is too vague and subjective. It’s like claiming you were the “best restaurant” in town instead of saying, “you were the place you must go for XYZ”.
Your challenge: Define your unique selling proposition by replacing what’s in the brackets in the following framework.
Remember, it’s not necessarily about having a unique service offering — at the end of the day, salons who do hair, for example, all offer haircuts. When you fill out the framework below, keep in mind that it should highlight something your competitors can’t or don’t offer, and the proposition must be strong enough to attract and retain customers.
- For [environmentally-conscious folks]
- Who [care about the health of their hair as much as they care about how their actions affect the environment],
- [Salon name]
- Is [the only salon driven by eco-initiatives]
- That [provides XYZ & leaves you feeling XYZ].
- Unlike [other Green Circle salons],
- [salon name] is [the only hair business in the area/county/town/state which also does XYZ].
To help you brainstorm or narrow down ideas, grab a piece of paper and write down answers to the following questions:
- What is your mission statement?
- What are some of the most important things you want your business to get behind and promote (gender-affirming space, eco-friendly, etc.)?
- In practice, what are things that you believe make your salon different from competitors? Write down as many as you can.
- Who is your ideal customer, and what do they look like?
- What does your ideal customer want? Get as specific as possible.
- What motivates your ideal client’s buying behaviour?
- What do your clients say when you ask them about why they choose your salon over other ones in the area?
Further reading & resources: