What Is Your Handmade Business's Secret Sauce - Or Differentiator?

What Is Your Handmade Business's Secret Sauce - Or Differentiator?

It's a crowded marketplace, does your business stand out? What makes your business different? It's time for you to create a unique selling proposition and really determine what sets your handmade business apart. Really figuring out what makes you truly different will help you become more memorable and drive more sales, without selling...

Have you googled your industry or product lately? One simple search on Etsy or Google will show you what you are up against. Because the market is so saturated with people doing the same thing. It's even more important for your small handmade business to stand out! Be memorable.

I want you to become a memorable, one-of-a-kind brand so that you can sell more and with a smaller marketing budget.

Take Inspiration From Big Brands

In today's marketplace, the leading brands know the importance of good design and clear messaging. In order for you to out perform your competition, YOUR BRAND has to have a clarified message and a strategy that puts you on top.

Toms Shoes -

TOMS Shoes are quirky, comfy, light and inexpensive.

"A new pair of shoes to a child in need for every pair you purchase."

FedEX -

“When it absolutely, positively has to be there overnight”

FedEx promises fast and reliable freight service, and guarantees that your package will arrive by a certain time. This compilation of old video is a fun way to see how you can play out your USP in multiple and fun ways.

Dominos -

"You get fresh, hot pizza delivered to your door in 30 minutes or less or it's free."

Whoa! A unique selling proposition and a guarantee!

Burger King -

"Have it your way"

Oh, Burger King you have a special place in my heart. In college when I would only eat one meal a day—out of necessity. I literally was so busy I forgot...I would order a Whopper with no bun and extra tomatoes. I made them live up to their Unique Selling Proposition for sure.

NyQuil -

“The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine”

I love this vintage commercial. I especially love what the dad said, "I got this, the sexiest thing a man could ever say" anyway even in 1974 NyQuil knew what they were doing. With a simple Unique Selling Proposition that makes you want to rest.

Geico -

“15 Minutes Could Save You 15 Percent or More on Car Insurance.”

Enterprise -

“Pick Enterprise. We’ll Pick You Up.”

Funny thing, I am a bit partial to Enterprise when I travel. Because I love that they are going to take care of me when I need it.

Saddleback Leather -

“They’ll Fight Over it When You’re Dead.”

I don't know about you but I seriously love these bags. They are so well made that they would be sure to last generations. I would fight over it too.

Target -

“Expect More. Pay Less.”

What Exactly Is a USP?

Wikipedia always does a good job so here is what they say about a USP.

A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors.[3] The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers.

Creating a unique selling proposition or USP  is one of the easiest ways you can begin to build your brand. This is what I like to call your secret sauce.

BUT, For simplicity sake I like to just call it,


It's important that you figure out what ingredients are actually in your secret sauce so that you can use them to your advantage and if you don't have any idea as to what your secret sauce may be, it's time to invent one.

How Do I Create A USP?

1. Analyze Your Competition

Have you taken a look at your competition from your customers viewpoint. Get out of your head and really see your competitors for what they really are...stealing your marketshare. It's up to you to create a differentiator that will make you unique, memorable, dynamic, and desirable.

2. Understand Your Current Customers Pain Points

This one is simple...just ask your customers. Don't be afraid. Simply reach out to a few of your favorite and most frequent customers and ask them why they buy from you and not your competitors.

3. Write Down Your Secret Ingredients

Once you have a good idea of what your competitors look like, and what your customers pain points are you can begin to draft a few ideas.

Craft Your USP With This Template:

  • For [Insert Your Target Audience]
  • Who need[Insert Your Product]
  • [Insert Your Business Name]
  • Is the world’s only [Insert Product and Target Audience]
  • That [Insert What Makes You Different].
  • Unlike [other companies],
  • [Insert Business Name] is [Insert Differentiator].

Keep Innovating!

I want to encourage you to just keep moving forward.

I like to remind myself that Rome was never built in a day and neither are businesses.

Give yourself a break and take a breath. You will get all of this stuff figured out.

Hey Follow Along On Youtube for more of my terribly glorious videos and get inspired!


About The Author

Heather Bunker Branding Co helps you boot-strap your way to your own personal definition of success. She helps you work through the uncomfortable and necessary parts of business—the foundations—life, business, branding, design and marketing. If you are looking to find clarity, create systems, market your work, stand out in the crowd, develop more products that sell and work past any decision paralysis that is holding you back...she, is the business partner that will help you do it.

She offers done for you services like marketing and brand strategies all the way through to helping you get start up funds. She helps you leverage your creativity and adds in the business know-how so you can build a thriving creative business. She is the business "therapist" that you need to gain massive momentum as a professional creative—so you can bring your dreams to life. 

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