We’re starting a series of quick videos to cover basic digital marketing questions that every organization should understand. They are progressive and aim to help make you a better digital marketer in quick-like fashion.
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Every organization should ask and answer three questions when they’re trying to understand who they are.
1. Why Do You Exist?
2. Who Do You Serve?
3. What Is Your Unique Selling Proposition (USP)?
1. Why Do You Exist?
The first question you need to ask and answer related to organizational identity is “why do you exist?” Your company or organization exists to solve a customer’s problem.
There’s a problem in your market and you have a solution to that problem. If you’re making sales, someone has agreed that you have good solution to the problem. The better you understand the problem in your market the better you will be able to tailor your solution.
One of the best companies who does that is Toyota. In 2015, Toyota sold over 10 million cars, more cars than any other company out there. One of the base reasons Toyota could do that relates to their solution to a problem. People need to get from point A to point B on the ground. And they solved that problem better than every other car company in business.
Toyota won the game.
Image from CarAndDriver.com
2. Who Do You Serve?
Getting clarity around your ideal customer is critical to understanding your core identity as an organization. You must understand your ideal customer. That will help drive what your company looks like as you adjust how you will serve this ideal customer.
One of the best ways to do this is through buyer personas. In this example, you can see how this company is focusing their services on a sample customer. The details are amazing: job title, marital status, age, income, even personality type. Identifying who your organization serves with this level of detail is critical to your success in understanding who you are and who you serve.
Image from ReferralSaasquatch.com.
3. What Is Your Unique Selling Proposition (USP)?
Finally, the last thing you should understand related to who you are as a company is your unique selling proposition (USP). Your USP is your core differentiating factor that gives prospects a reason to buy from you versus your competitor.
One of the best USP’s is ‘Freaky Fast’ at Jimmy John’s. Jimmy John’s sells fast sandwiches. All their marketing and all their services are devoted to shortening the time it takes from placing an order to the sandwich getting to your table. If you want to have a great corporate identity, then get a great unique selling proposition.
Image from Recipe Krtsy
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We’re planning to release these quick Pro Tips episodes every 1-2 weeks moving forward. They are designed to give you fast and actionable advice to help grow your organization from where you are to where you need to be. Please subscribe so you can get all this hyper-targeted info delivered to your inbox as soon as possible.