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"What we're really talking about here is building your own brand," Mark explained to me. "People are on your email list because they want to know about you and what you are doing. They are following Dr. Joe Vitale. Focusing on your brand is probably wiser than focusing on your USP at this time."
Mark is right, of course.
At a certain point in your business life you have to leave USP and focus on brand. After all, even Federal Express dropped their USP ("When you absolutely need it overnight"), and Dominio's also dropped their USP ("Fresh hot pizza delivered in 30 minutes or its free"). Now they live on their brand images.
So, where are you?
Do you have a USP? Is it truly unique? And have you had it long enough to drop it and now create a brand for yourself?
The way to answer these questions is like this:
1. If you already have a USP, good for you. Be sure it is truly unique. If no one else can make claim you do, than it is unique.
2. If you have been using your USP with great success for more than ten years, you may be already building a brand image.
3. If your USP has been in circulation over ten years, your business is ripping and roaring and making you a millionaire, then you can consider going beyond your USP. It may be time to now focus on your brand.
Now take an honest look at your business.
Where do you stand?
The next step is yours.
Go for it!
Dr. Joe Vitale is the author of way too many books to list here. His latest title is "The Attractor Factor:
5 Easy Steps for Creating Wealth (or anything else)From the Inside Out." Register for his monthly complimentary ezine at http://www.mrfire.com
His Executive Mentoring Program is described at http://www.joe-vitale-executive-mentoring.com/