Amidst the many choices of products available on the market, customers often find it difficult to distinguish one product from another.
If your business does not have the right strategy, your product can be considered "ordinary" and drown among competitors.
To make your brand stand out, you can use a positioning strategy or how the brand positions itself.
This strategy can help shape the right perception in the minds of customers about what you offer and why they should choose your product over others.
One way to build a strong positioning is to have a Unique Selling Proposition (USP).
What is called a unique selling proposition?
Unique Selling Proposition or USP is a statement about what makes your business different and superior to competitors.
USP can refer to the quality of a product, special features, or even an attractive price.
In addition, your advantages may lie in customer service, speed, security features, ease of use, and concern for the environment.
You need to remember that USP is different from a slogan.
The USP statement does not have to appear in marketing materials or be used as an advertising jingle.
However, what is certain is that USP must be felt through advertising, sales strategies, and interactions with customers.
In addition to USP, there is also the term unique value proposition (UVP).
Although USP and UVP are often equated, they are different things.
UVP explains more about the benefits and value provided by your product or service, and describes the problems that your product or service can solve.
In short, some companies may have similar UVPs, but not USPs.
USP is a unique feature that truly characterizes and differentiates your business from competitors.
Does the company need to determine a Unique Selling Proposition?
Yes, it is necessary. With a strong USP, it is easier for businesses to attract customers, build trust, and achieve growth.
Here are five key benefits of having a USP:
A. Differentiate the business from competitors
USP helps businesses stand out in a competitive marketplace.
By effectively communicating your uniqueness, customers find it easier to choose your product or service over those of your competitors.
B. Building a strong brand identity
USP is the foundation for creating a strong and recognizable brand image.
When your brand consistently delivers the values and advantages it offers, the brand identity becomes more prominent and trusted by customers.
C. Attract the right audience
A USP designed with an understanding of customer needs and wants will create a stronger emotional connection.
When the message your business delivers matches what your target market is looking for, customers will feel more “click” with your product.
D. Increase sales and income
A strong unique selling proposition can be a value-added proposition that drives purchasing decisions.
When customers understand the unique benefits they receive, trust in the brand increases, which in turn leads to increased sales and loyalty.
Figures like Steve Jobs and Elon Musk have proven how the power of a USP can be used to move the market.
Through truly different and bold product offerings, they have created businesses with a major impact in the technology and automotive industries.
E. Drive long-term growth and success
With marketing strategies and messaging aligned with your USP, businesses can build strong relationships with customers and drive long-term success.
USP is not just about selling products, it’s about building lasting relationships and delivering relevant experiences for customers.
What are the main focuses of the Unique Selling Proposition?
There are several important things that need to be the main focus when designing a USP.
These things can help companies create uniqueness that sets them apart from their competitors.
Here are the four main focuses:
A. Product Characteristic
Companies need to highlight what their products can do, how they are made, and how they look.
All of these things can be compelling selling points.
For example, if your business’s product has a unique design, features that competitors don’t have, or a different manufacturing process, that can be part of your business’s USP.
B. Placement
The way a product is distributed or sold can also be a selling point.
For example, if a company has good interactions with customers during the purchasing process, this can be highlighted as a strength.
In addition, companies that have a wide distribution network or sell products globally can also use this to form a USP.
C. Price Structure
Price is often one of the main factors that attracts customers.
Companies can explain why the price offered is reasonable, what are the advantages of the product compared to others, and so on.
In fact, high prices can also be used as a unique selling proposition, because for some consumers, high prices can reflect high quality.
Likewise, low prices can also be sold as an advantage.
D. Promotional Strategy
The way a company promotes its products can greatly affect the image and appeal of your brand.
You can use traditional methods such as newspaper ads, billboards, television or choose a digital marketing strategy, such as through social media.
The choice of promotional channels is usually adjusted to who the business's target market is.
The promotional style used can also reflect the uniqueness and value brought by the company.
How to Determine Unique Selling Proposition?
A strong USP will influence branding, brand voice, copywriting, and overall marketing strategy.
In essence, a USP should be able to answer customers’ main questions, such as:
“What makes this brand different from the others?”
A USP is built on the strength of your brand and the value you offer to your customers. However, being unique is not enough.
You need to differentiate yourself in a way that is truly relevant and touches the needs of your audience.
An effective USP usually has the following characteristics:
A. Focus on customers
The most important thing is not what you think is most interesting about your brand, but what customers need and value most.
Therefore, USP should be seen from their perspective.
B. Firm and accountable
A strong USP communicates a clear position and shows why customers should choose you over your competitors.
However, remember that the claims you make must be substantiated.
Otherwise, they just sound like empty promises.
C. Not just a slogan
USP can be delivered in the form of a short sentence or tagline.
But actually, USP should be reflected in all aspects of the business, from products, services, to how you interact with customers.
Words must be in line with actions.
D. USP is not just a promotional offer
Big discounts, free shipping, fast customer service, or a no-return policy are not USPs.
They may attract customers, but they are not truly unique.
They are easy for competitors to copy and hard for you to sustain in the long term.
How to make a strong SUP?
To determine a strong unique selling proposition, you need time, thought, and effort.
Here are the steps you can take to find the best USP for your brand:
A. See the list that differentiates your brand from other products
Write down everything that can differentiate your brand or product from others.
Make it specific and contain a message that can position the product or service as a solution to customer problems.
At this stage, do not immediately limit the choices, write down all possible USPs that you think are right and then choose the most appropriate one.
B. Do competitor researchdo competitor research
To find out what makes your brand unique, you need to know what your competitors offer.
Therefore, find out about their USP and how your product can stand out in the market.
For example, women's shoes can be sold in various approaches, ranging from style, comfort, durability, or a certain function.
The Christian Louboutin brand chose to focus on luxurious evening shoes and created a signature with red soles that immediately signal luxury and social status.
However, avoid building a USP by putting down competitors.
It is better to highlight the advantages of your brand without comparing negatively.
C. Align USP with customer needs
A strong USP is one that can answer the needs of customers.
Try to understand their main problems and what gaps have not been filled by other brands.
Sometimes, you may be too focused on your own product or brand that you forget that what matters most is what your customers need.
Therefore, try to look further, not only from age, gender, or income, but also the main reason they buy your product.
Remember that price is not the only consideration.
Even though competitors offer lower prices, many customers remain loyal to brands they trust.
They are also willing to pay more for a better experience.
D. Analyze all the data you have
At this point, you should have a list of USPs, competitor research, and customer insights.
Then, put it all together and see where the dots intersect.
From there, you can find the most relevant USP for your business.
Once you have your main idea, you can start writing it down in a format like this:
[Your Brand Name] offers [product or service] to [target customers] so they can get [unique value proposition].
This format can be a great starting point for developing a marketing strategy and explaining what makes your brand different and worth choosing.
E. Create a compelling elevator pitch
Once you have created your positioning statement, the next step is to create an elevator pitch, which is a brief explanation of your brand to build a connection with your audience.
It is called an “elevator pitch” because it is quite short, like a conversation while riding in an elevator, around 30–60 seconds.
The basic structure of an elevator pitch usually includes:
- Convey problems experienced by customers.
- Offering solutions provided by your brand.
- Explaining why the audience can trust your brand.
- Mentioning your USP (Unique Selling Proposition) or main uniqueness.
- Closing with a call to action
F. Define your advantage with a strong USP
A strong USP is more than just a catchy slogan like on your “About Us” page.
A USP is the essence of what sets your brand or product apart from others in the market.
Your brand or product doesn’t have to be completely unique, but you need to find a niche or new angle that hasn’t been widely discussed.
Then, clearly show customers what makes your brand stand out and worth choosing.
What is an example of a Unique Selling Proposition?
Here are examples of unique selling propositions from several large companies that you can use as references:
FedEx: “When it absolutely, positively has to be there overnight”
This phrase was used by FedEx between 1978 and 1983 and is still used today as an example of a strong USP.
The message is clear: if you need your package to arrive the next day, FedEx is the choice you can count on.
The use of the words “absolutely, positively” emphasizes urgency and certainty, understanding that fast delivery is not just a desire, but a critical need for customers.
With this promise, FedEx has successfully built trust and loyalty.
Domino’s Pizza: “We GUARANTEE – Fresh hot pizza, delivered in 30 minutes or less or it’s FREE!”
Domino’s stands out because of its very specific and bold promise.
They guarantee that their pizza will be delivered in 30 minutes or less, and if it takes longer, the customer doesn’t have to pay.
This promise not only makes their brand memorable, but it also instills a sense of trust because customers know exactly what to expect.
Plus, the use of the words “guarantee” and “free” that rhyme makes this USP stick in your head.
Colgate: “Improve oral health in two weeks”
Colgate opted for a more functional approach that went straight to the heart of the customer’s needs.
This USP states that using Colgate toothpaste can improve oral health in just two weeks.
A clear and time-bound promise like this is very convincing, especially coming from a big brand that has long been trusted for dental and oral health.
M&M’s: “The milk chocolate melts in your mouth, not in your hand.”
The above is a unique but effective USP.
M&M’s highlights something that may seem trivial: the chocolate does not melt in your hand, but melts in your mouth.
For consumers, this means a cleaner, more convenient and practical product, especially for children or those who want a hassle-free snack.
This USP also makes M&M’s look different from other chocolates.
Nike: “Just Do It.”
Nike may not explicitly state its USP in a long sentence, but the slogan “Just Do It” represents the brand’s core value: encouraging everyone, not just athletes, to dare to step forward and try to reach their full potential.
Nike combines empowerment and high-performance messages in its products and marketing campaigns.
They also strengthen this position through innovation and endorsements from famous athletes such as Serena Williams, Michael Jordan, and LeBron James.
This message builds a strong emotional connection with the audience and creates long-lasting brand loyalty.
Conclusion
Based on the article above, it can be understood that a unique selling proposition (USP) is an important element in building a brand's identity and strength.
A USP is not just a slogan, but rather a claim that shows what makes a product or service different in the eyes of consumers.
To determine a strong USP, a brand needs to understand the needs of its audience, research competitors, and explore its unique strengths.
