To understand online user behaviour, you need to establish what the touch points are and where they take place, to identify them try mapping the journey customer takes, to find impress them at every stage. When defining the unique selling point ask yourself 4 key questions: who is my target audience? Who are my competitors? What problems do my target audience have? How can I solve them? It is important to use the SWOT analysis to determine brand’s USP. Setting KPI will help to achieve brand goals.