Unique selling points can be used to help understand web branding, but the essence of branding is always a much bigger picture.
Its only the best of good starts to define your selling points, but at the end of the day you are wanting to help consumers understand who you are as much they understand what you do.
Think about it this way. At the end of your life when someone stands to give your eulogy do you want them to say, Hey, he was really good at checkers and he was especially fond of coffee? Of course not. Those things might describe certain points about you, but they dont describe you. At the end of the day we all want to be thought of as more than coffee drinking checker players.
The same premise is true for online businesses too. You dont want to be thought of as, That one store that sells that one thing. You want people to so identify with your core values, selling points and service that they, in some strange way, come to think of your business as something they couldnt do without.
You have to understand when a consumer gets excited about a business they will be very likely to pass the word along. What is it that you want them to say about...
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