Gary Purece is one of several executive advisors for Athena members. He is a communications advisor who assists executives in clearly articulating their corporate and personal brand message. Athena Alliance members receive two hours of coaching with Gary to start the process of writing their own board bio for future placement.
Gary penned this advice on how to identify your Unique Selling Proposition (USP), a term which is interchangeable with “value proposition” or “brand statement.”
Advertising works only when the words differentiate the product from similar products. BMW differentiates itself with “the Ultimate Driving Machine” (the word car is not even mentioned); GE states “We make things that very few in the world can, but that everyone needs.” These slogans depict a unique selling proposition to help these two companies stand out for those in the market for similar goods and services.
The Unique Selling Proposition contains words that, when clearly stated, explain how you solve problems or help make the company relevant, meet specific needs, and explain to the listener why they should choose you. The USP establishes the unique differentiation between you and the competition.
As an example, I chose the following USP; “Coaching that helps executives communicate with confidence and authority.” In one sentence, I describe my audience (executives), what I do (verbal communication coaching), and the impact (communicate with confidence and authority).
Today, the differentiator statement is not just a necessity, it is a requirement.
As you continue to review your brand statement (it is a work-in-process statement) the following questions will help you refine and update your USP.
- What is unique about the way I think?
- What makes me distinctive as a leader?
- What impact do others expect from me?
- What impact do others receive from me?
- What types of solutions do I consistently deliver?
- What is my legacy/what do I want my legacy to be?
Competition for board seats can be fierce. In order to earn a spot, you must present your unique value to the reader and listener. This is your USP.
Thanks to Gary’s 1:1 coaching on this process, Athena members can clearly define their value in their bios, their LinkedIn profiles and their elevator pitches so that board members seeking directors can more easily see the reasons to consider them.