What Is a Unique Selling Proposition (USP)

Have you ever wondered what makes a brand stand out from the crowd? It’s their unique selling proposition (USP). When done right, USP can be a game changer for your business. In this article, let’s discuss USP and how to find one for your business. 

Definition of Unique Selling Proposition (USP)

A unique selling proposition, also known as a unique selling point, makes your business stand out from your competitors. It’s the reason why customers choose your product or service over competitors.

Why is a USP important?

USP is what makes you unique in the eyes of customers. Even if you’re in a saturated niche, a well-defined USP helps create a distinct identity, making it easier for customers to choose your product or service over others.

What Makes a Good USP

A good USP needs to be:

  • Memorable and Catchy: It needs to stick in customers’ minds.
  • Unique: Your USP needs to be something that only you offer. If your competitors can make the same claim, it’s not really a USP.
  • Credible: Claim only what you offer to earn credibility from customers.
  • Specific: Be specific about the benefits customers get by using your product.
  • Relevant: It needs to be connected to your target audience’s current needs, desires, and concerns.
  • Consistent: It needs to align with and reinforce your overall brand message.

How to Find Your Business’s USP

Here’s how you can find your business’s USP:

1. Understand Your Target Audience

The first step to finding your business’s USP is to deeply understand your target audience, including their needs, preferences, and pain points. Tailor your USP to address their specific concerns.

2. SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities, and threats. Conducting a thorough SWOT analysis can help you identify what sets you apart from competitors and what areas you can capitalize on.

  • Strengths: Identify and leverage what your business does exceptionally well. A strong reputation, such as customer testimonials, reviews, and brand loyalty, are all strengths. 
  • Weaknesses: Analyse and address the areas that need improvement, such as a limited budget, infrastructure, or skill gaps. You can also use customer feedback to identify and rectify weaknesses. 
  • Opportunities: Adapt to market trends and emerging opportunities that align with your business’s strengths. Also, identify and fill gaps in competitors’ offerings to position your business uniquely.
  • Threats: Recognize the competitive threats in your industry and consider external factors like economic changes or regulatory shifts to formulate a USP that differentiates you from others.

3. Competitor Analysis

Conduct a competitor analysis to know their strengths and weaknesses. It helps you identify areas where you can excel and stand out from your competitors. Remember, differentiating yourself from your competitors is crucial to building a strong audience base for your business.

4. Customer Feedback and Surveys

You can gather thoughts and suggestions from your customers through surveys or direct communication. The goal is to collect valuable information that helps you understand customer satisfaction, preferences, and areas for improvement.

Customer feedback can reveal unique aspects you may not have considered, which you can integrate into your USP.

5. Test and Refine

Once you identify a potential USP for your business, test it with a sample audience. Gather feedback and refine your proposition based on their responses.

6. Monitor Market Trends

Keeping yourself updated about industry trends and market dynamics is crucial to finding your business’s USP. It also ensures that your USP remains relevant and can help you make changes to it as necessary.


Does my business need a USP?

Every business can benefit from a USP. If you’re in a saturated market and find it difficult to differentiate your brand from others or want to strengthen your brand identity, developing a USP can help.

Do I need to change my USP over time?

Yes. You need to change your USP based on changes in the market, consumer preferences, and technological advancements. It helps you stay relevant and competitive.

How can I communicate my USP to my customers?

  • Website 
  • Social media marketing
  • Email marketing
  • Content marketing (blog posts)
  • Visual branding 
  • In-person events

Do USPs need to be product-related?

While product-related USPs are common, you can also differentiate yourself through excellent customer service, environmental commitment, value pricing, transparency, etc. The goal is to highlight what makes your business unique and valuable to customers.


In today’s business world, a USP has become a necessity. It’s the reason customers remember your brand. It’s the factor that transforms a one-time purchase into a long-term relationship. So, find a USP that’s truly unforgettable.

If you need help identifying your USP, book a coaching session with Ken D Foster. With over 30 years of experience as a business coach, Ken can help you define the ultimate vision of your business and accelerate your pace of success. Ken is the man behind the success of hundreds of entrepreneurs in the United States. 

Ken D Foster is a best-selling author, transformational leader, business strategist, and producer of the Voices of Courage Show, syndicated in 185 countries.