It involves creating a clear, meaningful, and relevant image of the brand that resonates with the target audience. It is the process of crafting a brand message that communicates the unique value of the product or service and that differentiates it from the competition.

Unique value – the cornerstone of any successful marketing strategy

The unique value of a product or service is the combination of features, benefits, and advantages that make it stand out from similar offerings in the marketplace. It is the value that customers perceive and are willing to pay for. This value is determined by considering factors such as quality, features, reputation, price, and service.
It is the value that sets it apart and gives customers a reason to choose it over other offerings. Unique value can be anything from a specialized flavor to a patented technology.