Your Unique Selling Proposition
Two companies may deliver the exact same fees, services, quality level, etc. As long as these two companies remain undifferentiated, they will remain equivalent in the mind of the consumer. As a result, the only marketing advantage they will have is an aggressive pricing strategy. In essence, they will have created an atmosphere of commoditization within their marketplace. But, if a mental association could be made between the two, (i.e. XYZ Corp. is versatile), then the consumer will attribute additional value to XYZ Corp. As a result, the two companies are no longer undifferentiated and the company that has achieved the mental association has a sales advantage. A unique selling proposition must be identified then properly and consistently communicated to the consumer.
