When most people think about branding, they think of USPs or unique selling propositions. Let me just say that the USP is dead. It is pushing up the daisies. Forget about the USP.

The USP worked a long time ago. When Rosser Reeves created the term, it was very much that if you were the first one to market, your brand would definitely be the one that stands out.

In this day and age, the barriers of entry are so low. If you’re a life coach, there are 300,000 other life coaches out there. If you’re a small business owner, you’re competing unless you’re selling a really unique product, which is a bit hard to find these days. Wherever you are, power to you.

Everyone has the same tired old USP.
A life coach teaches you to better yourself. A marketing guru to small business owners is teaching you how to make money online. Everybody has the same function and benefit.

This fact has not been lost on the large corporations like IBM, Heineken and Nike. They know that, too. Look at a shoe brand. All sneakers have the same function. They make you jump higher and run faster. You don’t really deviate from that function.

After years and billions of dollars of research, they said, “The USP is dead. Everyone has the same benefits. Now what?” This is a roundabout way of introducing the secret that will actually differentiate one entrepreneur from the next.

That secret is called the UEP. That stands for Unique Emotional Proposition.
It’s a term I learned at Ogilvy. It’s in the inner sanctum of the Ogilvy archives and we were taught how to use it.

Let’s go back to the sneakers. A shoe is a shoe. How do they differentiate themselves? How does Nike differentiate from Adidas, Reebok and Puma? They locate an emotional call in somebody and position themselves there.

For example, Nike says, “Just do it.” It talks about initiative. For Adidas, it’s, “Impossible is nothing.” It talks about belief. With Reebok, it’s, “Your move.” It talks about responsibility. “The ball is in your court. Now do something with your life.”

For business entrepreneurs to stand out, you need to have a UEP. What is the one thing you want to occupy in your prospect’s emotional space? This is the quickest way to build your personal brand.
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