Why bother with a USP for your business? Does a customer really care about promises?
You bet they do. Early on many enterprises took the time to figure out what they really provide to customers and what’s important to them. These companies carved out a unique spot in their respective market places.
Here are some examples:
McDonald’s USP – “McDonald’s brand mission is to be our customers’ favorite place and way to eat and drink.”
McDonald’s mission statement: Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion.
John West – “It’s the fish that John West rejects that makes John West the best.”
Dominos Pizza USP* – “Piping Hot Pizza Delivered To Your Door In 30 Minutes Or Less Or It’s Free!”
* Their early USP. No longer used.
IKEA’s customer promise:
G&K’s customer promise: