Sunday, April 15, 2012

UCP- Your Very Own Unique Creative Position!

You've heard of having a unique selling position or a UCP but did you ever wonder what your unique creative position is...or a UCP? 

I know! It's a dizzying collection of words so lets grab a cup of coffee and mull this over shall we.  

Your very own unique creative position is what makes you unique in this very large world of illustration. Questions to ask are:

  • What do you do that is different from any other image maker? 
  • What makes your style stand out from the rest?
  • What can you offer clients that no one else can?
  • What ways do you creatively problem solve that makes you very appealing to a client? 
  • How do you describe what you do in your own distinctive way?
  • What do you do that is exclusive to you? 
You may not have an answer to all of those questions however it opens the hand of the thought. Break it down:
  • How do you create your work? Hand-on or digital? 
  • Who is your target market?
  • What inspires you?
  • What do you focus on?
  • What do you want to get paid for?
  • What steps do you take to create your work?
  • What are your fans/supporters/clients saying about your work?
  • What kind of testimonials do you receive?
  • What does the market ask of you and your work? 
What is the purpose of all of this you ask? Essentially, your business and your work do not always speak for themselves. The way you describe your work online, in person or on your promotional materials will set you apart if done with the right creative flair. This will give you the attention you want while providing the right information your audience needs to know. 

Good examples that are straight to the point:
  • Alanna MacGowan- MacGowan is one half of the Seatle/New York studio The Dye Lab. Her work deftly merges strong type work with iconic styling.
  • Anna Goodson Management (AGM) is a contemporary creative boutique representing some of the most prominent artists from around the world.
  • Andi Butler Studio & Workshop: Andi is an illustrator and surface pattern designer based just outside of Chicago.
  • Peleg Top is an entrepreneur, a branding and design expert and a business and marketing coach.
  • Kula Partners- At Kula Partners we create stunning websites and execute marketing programs designed for the way the world works now.
The idea here is to describe yourself and your business. Try to write it in a way to visually sell yourself without boasting. Not an easy thing to do I know. Often we write what we feel our audience should know instead of what your audience wants to know. In other words, step outside of yourself and write in a manner that invites the audience in without ego getting in the way-put yourself in your audiences shoes! Keep it simple, keep it descriptive, get straight to the point in a friendly inviting way and you are off to good start! 

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