At MAKEOUT, we connect with interesting brands, entrepreneurs and board members who often need to shift their mindset on their position and uniqueness in the market. When it comes to building a successful brand, it can be tempting to focus on unique selling points (USPs) as a way to differentiate yourself from the competition. However, USPs often rely on superficial or fleeting elements such as functionality, price, packaging, or appearance, which can be easily copied by competitors and do not necessarily address the underlying needs or desires of the target audience.

To truly resonate with your target audience and create a sense of trust and loyalty, it's important to focus on understanding the needs of your audience or UAN. This means gathering data and conducting market research to understand what motivates and interests your target market, paying attention to industry trends and shifts in consumer behaviour, and constantly seeking to understand and meet the needs of your audience. By doing so, you can build strong, lasting relationships and remain relevant in an increasingly competitive marketplace. Remember to also stay attuned to shifts in customer needs and adapt your proposition accordingly to remain attractive to your target market."