Unique Selling Proposition (USP)

A Unique Selling Proposition (USP), also known as a Unique Value Proposition, is the one clear, compelling reason why a customer should buy a specific product or service from a particular company instead of from its competitors. It highlights a unique benefit or feature that sets the offering apart in the Target Market. A strong USP is memorable, clearly communicates a distinct advantage, and is defensible. It forms the core of a company's Brand Messaging and Brand Positioning and is a critical element in effective Ad Copy and advertising Campaigns.