Creating a Unique Selling Proposition (USP)

Kaitlyn Cole

filed in:
All, Brand Strategy, Business, Marketing

What is a USP?

A USP is a unique selling proposition. It’s the one thing that makes your business different from the competition and helps you stand out from the crowd. A successful USP will make your business easier to sell, and it can help attract customers and build loyalty over time. The best way to create an effective USP is to focus on what makes you unique instead of what other people do better than you do.

Identify your competitors.

The first step in creating a unique selling proposition (USP) is to understand the needs of your target audience and what they think of your competitors. You need to identify who they are, what they do and how they do it, how much they charge for their services, how they market themselves, whether or not customers are happy with the service provided by these companies and if those customers believe there is any difference between them and other similar businesses. It’s also important that you find out if there are any gaps in the market: if there’s something missing from the industry as a whole that could be filled by adding something new into it – perhaps some kind of service no one else offers yet?

Come up with a unique selling proposition (USP).

Your USP is a promise of what your company will provide to the customer. It’s the most important marketing tool for a company, because it helps you stand out from competitors and differentiate yourself in the market.

A USP should be specific and unique–not just one of many differentiators, but something that no one else offers. It should also be memorable and easy to understand at first glance (which means it probably won’t be “the best prices”).

Determine the target audience for your product or service.

The target audience for your product or service is not necessarily only a demographic, psychographic, or behavioral. It can be any combination of these three types of groups. For example, if you make dog treats for small dogs, then your target audience would be pet owners who have small breeds such as Yorkies and Chihuahuas.

The following are some examples of target audiences:

  • Demographic – age group (20-30), gender (male), location (urban) etc;
  • Psychographic – lifestyle choices (single parents);
  • Behavioral – how often they purchase products in this category? How much do they spend on average per year? What kind of research process do they go through before making a buying decision?

Read Next: Crash Course on Buyer Personas

Identify your brand’s strengths and weaknesses.

  • Identify your brand’s strengths and weaknesses.
  • Think about how you can use your strengths to overcome your weaknesses, or vice versa. For example, if one of your biggest competitors is known for being innovative while another has a reputation for quality control, then perhaps there’s an opportunity here: create a product that combines both innovation and quality control into one awesome product!

Analyze how other companies reach their target demographic and understand why they are effective.

You should also analyze how other companies reach their target demographic and understand why they are effective.

This will help you to improve your marketing strategy and make it more effective, as well as giving you an insight into what makes a successful marketing campaign.

A good USP helps your customers understand right away what makes you different from your competitors

A good USP helps your customers understand right away what makes you different from your competitors. It’s a benefit that can’t be found elsewhere, and it should be unique to your brand.

A USP should be communicated in clear, concise language that stands out from the competition. The best way to do this is by creating an elevator pitch for yourself: a short sentence or phrase that describes what makes you special and differentiates you from other companies–and then repeating it often!


Now that you know how to differentiate your brand from competitors and create a unique selling proposition (USP), it’s time to put your new knowledge into practice. Take some time to think about the products or services that are available in your industry and identify which ones could be considered competitors. Then, think about what makes each one unique–what makes them stand out from other companies offering similar products? Once you figure out what these differences are, write them down so they’re easy for others to understand.

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