MSP: Slow, Steady Progress
Four steps to put the 'me selling proposition' into action.
Four steps to put the 'me selling proposition' into action.
For two weeks, I’ve examined me selling proposition (MSP) branding. It’s one thing to theorize about it. How do you make it happen?
When is a brand truly MSP driven? How can you progress from your current branding proposition? These are unique selling proposition (USP), which presents brands in light of unique differences; emotional selling proposition (ESP), driven by consumers’ emotional selections; organization selling proposition (OSP), communicating an organization’s values as the primary means of driving consumer choice; and brand selling proposition (BSP), in which brands are cultish and are consumed on the basis of brand identity rather than product relevance.
It’s only a four step process, but it will still take time:
I’m not asking you to start research and development (R&D) and production processes over. I’m suggesting you rediscover the core spirit of your brand, the essence of its personality that makes a customer feel it’s produced for her alone, not for a mass market. Select the three top definers and evaluate them. How could they leverage the advantages of Internet technology? How can you influence production with the customer in mind? Examples are the perfume I had made for me in Japan and personalized beauty products composed on the Net.
It’s essential to genuinely mean everything you do and say when building an MSP-driven brand. Don’t try to turn all your existing services or products into an MSP solution. To begin the translation process, pick one service or product that will be reinvigorated as an MSP solution. Test every step. Await customer feedback. Then evaluate the advantages to continuing the process.
MSP branding is a difficult to gain proficiency in, particularly for well-established brands with characteristics and relationships that are already firmly established. You cannot turn a brand into an MSP practitioner overnight. It can take years. So you’d better start now. In two years, it may be too late.
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