Creating Your Brand Triangle: UPS/UBS

Zach Vanasse | December 14, 2020

What makes you different?

In our eighth video in the Bannikin Branding & Storytelling series examining how you can make your brand work for you, Zach Vanasse, our manager of creative & branding, puts his own spin on the fourth level of your brand triangle; taking the unique positioning statement and adding in the unique buyer’s state.


In our previous brand triangle videos, we first established the the rational attributes, the emotional benefits and the brand persona.

This level of the brand triangle is all about defining what makes you different because understanding what makes your brand uniquely different from your competitor is crucial in fully unlocking the potential power of your brand.

In this video, Zach shows you what to look for when conducting a competitive analysis for your brand in order to help you better zero in on your unique positioning statement (UPS) and provides some tips on how you can use your emotional benefits list to then identify your unique buyer’s state (UBS).

Why a UBS?

Because in a competitive space, a traditional USP can lose some of its power to effectively communicate with the consumer, which is why we believe it is as important to define a brand’s UBS as it is the traditional UPS.

As our world has become almost universally interconnected in so many ways, individuals are increasingly creating new differentiators, constructing a more intimate and exclusive framework that they can define and better understand for themselves. The individual now identifies as having their own brand and the things they consume and experience are an integral part of that self-branding.

In fact, the idea of the “brand” has never been as well understood by people as it is now. You can see examples of this in the widespread adoption and understanding of words and phrases such as a “vibe,” or a “mood,” or “that’s on brand for me.” All of these terms, and others, are about expressing a more universal understanding of the personal brand.

This is by no means limited to those considered influencers in the social media space, nor is it even confined to Millennials and Gen Z. As we can observe in everything from the modern political climate to online fights between pop culture fandoms, and even in the recent exponential growth in the popularity of horoscopes and astrology, self-branding and the inherent understanding of a brand is easily recognized by the modern consumer and they are attuned to – and highly-perceptive of – its power.

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Bannikin Branding Videos

Video 1: What is a brand?
Video 2: What makes a brand?
Video 3: The importance of branding guidelines
Video 4: The right tools
Video 5: The brand triangle: rational attributes
Video 6: The brand triangle: emotional benefits
Video 7: The brand triangle: brand persona
Video 8: The brand triangle: UPS/UBS
Video 9: The brand triangle: The brand promise
Video 10: How to create buyer personas
Video 11: Why storytelling matters
Video 12: Finding your brand voice
Video 13: The value of workshops