A USP (also known as a unique selling proposition) is a statement that describes how a brand’s products or services differ from its competitors’. This phrase is used to highlight the differentiating elements of a business and its products, as well as what makes it stand out in the marketplace.
All USP statements should:
- Be unique to the specific brand or product
- Communicate unique benefits that the customer will receive
- Be short, snappy, and memorable
The USP is different from the value proposition. Instead of explaining the value of a product or service to customers, USPs are used to highlight the distinctions between a brand and its competitors. The USP does not ‘sell’ a business like a slogan or tagline. Instead, it simply brings attention to the brand’s most unique functions.
Most USPs are based on one of the following factors:
- A distinctive brand story
- An original distribution or shopping experience
- Novel marketing or advertising strategies
A unique selling proposition is not always about being the best, biggest, or cheapest. Instead, it is about being different in a way that matters to customers. Popular brands write their USP to match their brand voice and tone while refraining from being persuasive or pushy in their copy.