What is a USP?

What exactly makes a brand proposition unique? In today's competitive business landscape, where standing out from the crowd is essential for success, it’s important to identify that special something that sets your brand apart when you create your business.

Let’s look into establishing your brand’s USP can help you do that.

On this page

• What is a USP?
• What is an example of a USP?
• Using your USP to understand your target audience
• Crafting your USP
• How do you write a good USP?
• How does a USP add value to your brand?
• Dream up your brand’s USP today

What is a USP?

A USP or ‘Unique Selling Point’ is a concise and compelling summary or statement that communicates the value your brand’s product or service offers to customers. Having a USP helps differentiate your brand from competitors, and attract relevant customers.

What is an example of a USP?

Some of the best USP examples from major brands are effective for their simplicity. Let’s take a look at a few:

IKEA: Benefiting customers through high-quality furniture for a low price

Starbucks: We'll always make it right

Lush: Fresh products with no preservatives

Wild Deodorant: Plastic-free refillable natural deodorant

Estrid Razors: A flexible shaving subscription, delivered to your door

Using your USP to understand your target audience

Before you figure out your USP, it's crucial to have an understanding of your target audience. Identify their needs, preferences, pain points, and desires.

Conduct market research, analyse customer feedback, and create buyer personas to gain insights into your potential customers' motivations. Knowing your audience will help you tailor your USP to address their specific concerns.

Crafting your USP

Take a close look at your product or service and identify its unique features, benefits, or characteristics that set it apart from competitors. Your USP should highlight what makes your offering different and better than alternatives in the market. Whether it's superior quality, faster delivery, outstanding customer service, or innovative technology, pinpoint your unique selling points and summarise from there.

How do you write a good USP?

When it comes to USPs, clear and concise is the way to go. Avoid using jargon or technical terms and cut straight to the point with simple, straightforward language. Keep it snappy and memorable, you want to make a lasting impression, for potential customers to hear your name and know straight away what you’re about. And remember, customers are 4-6 times more likely to purchase from and champion brands they perceive as purpose-driven, so make sure yours comes across.

Be sure to highlight the benefits your product or services offer your customers, and how it might solve their problems or improve their lives. Starbucks’ USP for example, does this by emphasising their customer service, as well as the quality and personalisable experience of their product and service. By focusing on the ways you can fulfil your customers’ wants and needs, you immediately establish intrigue and an emotional connection.

How does a USP add value to your brand?

A strong USP can give your brand an edge over competitors, cooly and succinctly articulating why customers should choose your brand over others.

Once established, integrate your USP into your brand messaging, marketing materials and campaigns, website, and social media. Make sure all key customer touchpoints are covered to reinforce your message, and create a strong, memorable, and consistent brand identity.

Dream up your brand’s USP today

Crafting your business’ USP is a key step in building your brand identity and attracting loyal customers. By understanding your audience, and understanding what makes what you do special and unique, you set yourself apart from the crowd and competition. 

And remember, as your business grows and evolves, so can your USP. Check-in to review and refine where necessary. Dream up your killer USP and make a lasting impression in your industry today.