Figuring Out Your Brand’s Unique Selling Points (USPs)
Our products are one of the best, and we are a premium brand
Each time I get on a call with a pet company, 95% of them will tell me that their products = best in the market + premium.
I love a confident client, but "great ingredients", "vet-approved", and "premium" no longer cut it because that's the expectation consumers have. You need to identify your unique selling point (USP) that solves a problem for customers.
Case Study: Instinct Pet Food
01. WHAT? 📝
Instinct Pet believes that raw is the pinnacle of pet nutrition and they produce a range of products that stem from this belief e.g. freeze-dried food, raw-coated kibbles, etc. But there are tons of alternatives out there. What makes them stand out from the crowd? 💭
02. UNIQUE SELLING POINT (USP) 📝
When I first met the APAC team, one thing that really caught my attention is the way Instinct makes their food - High-Pressure Processing (HPP), a USDA-recognized pathogen reduction treatment to ensure food safety.
03. WHY? 📝
Because it's challenging to prepare raw food! You need to make sure your kitchen is clean, the food is fresh and the preparation is top-notch. Making it yourself is tedious, so an off-the-shelves solution is great.
BUT - There are also horror stories of pet owners buying Brand X, only to find worms crawling in and out of their food, yucks! 🤢
04: HOW? 📝
Customers don't care about the HPP process (too technical) - they care about how you make their life easier.
1. 100% food safety - no surprise protein 🪱
2. HPP retains maximum nutritional value.
3. Super easy and convenient!
POSSIBLE CONTENT ANGLES / CREATORS TO WORK WITH 📝
1. Busy DINKs - working pawrents who advocate for raw.
2. Travellers / Hikers with pets.
Think deeply about what makes your product unique because that's most likely the reason why your customers love you, and amplify that 🚀
