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Don’t state the obvious

Logos and slogans are both key ways of marketing your firm, but it’s important to realise what you have that your competitors are lacking, says Geraint Jones

4 July 2014

As you read this, I am sitting at a new desk in a new firm and staring out of a new window. Moving is always an interesting albeit stressful experience, as you come to terms with different ways of working and fresh corporate strategies.

It’s made me think about the fundamental differences in the way firms approach and run their businesses, and the importance of creating a unique selling point (USP).

Your USP is supposed to be indicative of what makes your firm unique and distinct from others. It could be a slogan, a logo or even an approach. For example, Domino’s in America claimed to “deliver hot, fresh pizza in 30 minutes or less, or it’s free”, which was the launch pad to a huge increase in sales.

If you have doubts about the powe...

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