Читать книгу Start & Run a Graphic Design Business - Michael Huggins - Страница 77

Another component of your corporate identity is your Unique Marketing Message (this can also be called your Value Proposition). Your Unique Marketing Message (UMM) is a description of your competitive advantage in your marketplace. It is essentially what sets your business apart from all your other competitors. It is your story to potential clients explaining why your firm is the best company for the job. You should develop your UMM to be a succinct statement that says what you do, who you do it for, where you do it, and the benefit your clients get as a result of using your services. The best UMMs are ones that are distinctive from other competitors, offer an overt benefit to the prospect, and fulfill a distinct need in the marketplace.

To create your own UMM for your business you need to ask yourself some important questions. In Chapter 8 I have provided a series of questions that will help you work through the process in detail so you can create your own UMM. This UMM then becomes a platform for all your messaging, your marketing, and even a guide to your behaviors in your business. It is the backbone of your corporate identity.