Unique Selling Proposition

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Term Definition
Unique Selling Proposition

What makes your brand stand out from competitors.

  • Unique: This defines what sets your product or service apart from the competition. It's the special ingredient that makes you different and better.
  • Selling: It highlights the benefit that your unique feature offers to your target audience. It answers the question: "Why should someone choose you?"
  • Proposition: It's a clear, concise statement that effectively communicates your value proposition. Think of it as a powerful elevator pitch for your brand.

Imagine you're selling sneakers:

  • Traditional approach: "Our sneakers are comfortable and durable." Many other brands make similar claims.
  • USP approach: "Our sneakers feature revolutionary shock-absorbing technology, giving you unparalleled comfort and energy return, perfect for runners aiming for peak performance." This highlights a unique benefit, targeted to a specific audience.

Why is USP important?

  • Cuts through the noise: In a crowded marketplace, a strong USP grabs attention and differentiates your brand.
  • Resonates with customers: By focusing on specific benefits, you connect with their needs and desires, making them more likely to choose you.
  • Guides marketing efforts: Your USP informs your entire marketing strategy, ensuring consistency and focus across all communication channels.


  • Avoid generic claims: "The best" or "the most affordable" are subjective and overused. Focus on what truly sets you apart.
  • Target your audience: Your USP should speak directly to the specific needs and desires of your ideal customer.
  • Keep it clear and concise: Aim for a short, memorable statement that easily communicates your unique value proposition.
Synonyms: USP