The Step-17 is to define your brand’s USP.
The Unique Selling Proposition (USP) of your brand is a simple information which you provide your customers on how your brand is superior than your competitors.
Your brand’s USP is the unique benefit which you, as an organisation, exhibit to make your product or service different from its competitors. This unique benefit is a feature that highlights your product or service and meets the consumers’ tangible as well as intangible needs or requirements.