Onliness isn’t even a real word. It was coined by the great Marty Neumeier in his book Zag. Although not the godfather of what the onliness statement tool is used for (that was done by television advertising pioneer Rosser Reeves) he certainly helped it reach the masses. Originally, Rosser described a “Unique Selling Proposition” or USP as a differentiation characteristic of your brand in the marketplace. It’s one of the most important strategic actions one can take when starting a business or building a product and is a key element to building a brand.
Marty takes Rossers idea further in his
So what is the Onliness Statement?
You fill in the blanks…
[Company Name] is THE ONLY (category)
THAT (differentiation characteristic)
IN (market geography)
WHO (need state)
DURING (underling trend)
Here are some examples:
Harley Davidson The ONLY motorcycle manufacturer
THAT makes big, loud motorcycles
FOR macho guys (and macho “wannabees”)
mostly IN the United States
WHO wants to join a gang of cowboys
DURING an era of decreasing personal freedom
Jupiter and the Giraffe is THE ONLY branding agency
THAT brings ambitious and interesting global brand thinking
FOR young, creative entrepreneurs
IN and around Planet Earth
DURING an era of boring sameness
You can really see that you’re not only challenged to think of HOW your product is different but also WHY it’s different.
So have a go yourself. It only takes a few moments. There may be some tasks you need to undertake to fill it in which may make it longer (such as your target market) but it will ultimately be a very powerful tool.
Luckily, We’ve built a tool to help you over at OnlinessStatementGenerator.com. We hope this helps streamline the process.