The Unique Selling Proposition (USP) highlights one or more specific aspects why your product is better than the competitors’.
This benefit may be the price, a seasonal promotion, the excellent quality or even the free delivery you offer for your customers.
Determining the USP is an essential, complex task.

As the name implies this document contains guidelines for different departments of the same brand, to increase the brand recognition.
It contains the detailed rules of branding and public image, such as the dominant colors, fonts, the occasions when corporate uniform is mandatory.

The Marketing strategy is a complex analysis and list of recommendations which takes into account the competitors and other actors in the market.
In accordance with your goals it defines the detailed business strategy, the communication plan and the sets project milestones.

Many modern marketing tools operate with keywords and their efficiency is based on knowing the source algorithms and practical tricks.
The success of online advertisement and search engine marketing relies on proper keyword analysis, and it can increase your traffic and decrease the marketing expenses.

The brand essence is similar to a company slogan. It describes the product or brand in few words, gives an insight what the product offers or how the customer can benefit from using it.
Ultimately the customer should remember the brand and the positive brand image only from those few words – like “Red Bull – Gives you wings”