How to discover a brand's USP

Whether you're working on a client's branding or trying to carve out space in a crowded market for your own brand, finding the thing that makes a brand special is vital to creating standout branding that will be remembered. 

After all, fancy gimmicks, bright colours or even the best logo ever won't be enough to save a brand that has no brand purpose, or seems to be communicating mixed messages. 

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.