Dominate Your Market by Finding Your Unfair Advantage
We are often told that in order to succeed in business, a company must have a compelling brand. It is therefore easy to believe that if you spend money on building a brand, your business will succeed.
What many do not realize is that before a brand can succeed, the business must first fulfill a market need. Just as there are many companies that have succeeded based on building a strong brand, there are just as many companies that have failed despite of their strong brands.
The main factor that determines a company’s success or failure can be traced to the lack of, or having a poor, Unique Selling Proposition (USP). The USP is what makes a company different (usually better) than its competitors. The USP is what makes the company stand out from the rest of the market and this focus on differentiation is the most important strategic activity companies must constantly find and refine.
Who Should Take This Course
This course ‘Winning USP – Dominate your Market’ aims to help business owners and entrepreneurs understand the concept of USP and how to develop it. After completing this course, your company will not only survive but thrive.
The training outcome for this course is to provide you with an in-depth understanding of the 6 elements of a strong USP. Specifically, you be able to identify the weakness in your current USP and then to be able to create a strong one for your business.
This course has been divided into the following 4 sections:
Section 1, you will understand the importance of USP.
Section 2, we will debunk the myths about USP
Section 3, I teach you the 6 elements of a strong USP
Section 4, I will share with you my thoughts on how USP Drives Branding.
What You Will Learn
At the end of this course, you will be able to assess the strength of your company's USP and develop a USP that will help your dominate your market.
Founder and Principal Consultant at CW Fong & Associates. CW Fong & Associates is a boutique communications firm that specializes in branding, digital strategy and crisis communications.
I am an experienced communications specialist who has successfully developed and executed communications campaigns for SMEs, MNCs and at the highest level of Government. I have successfully led teams and provided strategic counsel in complex and fast-paced environments. Professionally, I developed the communications frameworks I use and these frameworks have been published in leading professional and business publications (local and overseas), and have been taught to the government officials of ASEAN countries like Myanmar, Brunei, Malaysia and Singapore. My core competencies are in:
| Branding | Strategic Communications | Crisis Communications | Reputation Management | Training and Facilitation |