The Leaning Tower of Pisa has a clear USP

I spent a week in the Netherlands last month. I’ve been there often, and I love it, though it never ceases to amaze me that summer there is not that different from winter in Durban. Actually, that’s not entirely true - I haven't worn a coat here once this winter. But while the sky was grey, it was still beautiful. 

And while South Africa definitely wins on the weather front, there’s no doubt that the Netherlands takes the prize when it comes to art, history and architecture. The old buildings are magnificent, specially the churches.

Apparently, 26% of the country is below sea level, so it’s not really surprising that there’s a soil stability problem but, unlike the Italians, they don't ever boast that their buildings are leaning. 

The Leaning Tower of Pisa, on the other hand, is legendary. Instantly recognisable, it’s a major tourist attraction and a source of national pride. It’s a brand. It has a unique positioning. And people buy it! They travel from far and wide to see it.

But it’s certainly not unique. The evidence is clear; Holland is home to many beautiful, historical buildings, and some of them are leaning.

And therein lies a lesson for marketers. We need a Unique Selling Point, a way to differentiate our brands from the opposition. We know this. But let’s be clear; a unique selling proposition doesn’t mean we need a unique feature. It means we need something that we uniquely focus on.

To a large degree, we live in a world of product parity. Technology means almost any feature is easy to replicate, so if you think there’s nothing unique about your product or service, you may be right. But that shouldn’t prevent you from finding a unique angle.

The Dutch don’t lay claim to a Tilting Tower of Deft or a Sloping Spire of Schiedam. They don’t need to. They have plenty of their own uniquely positioned offerings - like their windmills, for example. Which, just by the way, are not unique to Holland either – they were invented in Persia and it seems there are still a few traditional ones in England, Denmark and Germany.

Like any successful brand, the Leaning Tower of Pisa has a clear identity, a single-minded message and a unique positioning. It doesn’t compare with any other leaning building – it owns the category. Your challenge is to do the same for your brand; look at it from a different perspective and create a unique positioning to stand out in your market.

About Ann Druce 

I work with small and mid-sized companies, to help them get better value from their digital marketing - and the starting point is strategy. I help marketers define a marketing strategy that focuses on achieving their business objectives - and then putting it into action. I've spoken on digital marketing at public conferences and in-house company events. Connect with me on LinkedIn or subscribe to my updates here.