How to define a USP?

How to define a USP

A USP is a Unique Selling Proposition. Not to be mistaken with a value proposition, although the difference between both can be blurry. In 2013, the digital agency where I worked insisted on one of those fundamentals: a site had to include a USP in order to stand out of the competition. Back to the theory: successful brands focus on a single, by definition, customer-centric value, and multiple emotional values:

 

A single customer-oriented value:

 

Taste

Efficiency

Dosage

Lifecycle 

Recipe 

Fragrance

Freshness

 

Several emotional values:

 

Home

Family

Adventure

Tradition

Responsibility

Creativity

Environment

Beauty

 

At Vanden Borre, the USP is right under the logo: confidence. Sometimes the USP is identifiable in the tagline, either explicitly or implicitly.

 

Smartwool: go far, feel good

→ Customer-oriented value: lifespan

→ Emotional value: well-being

USP, tagline, value proposition, is there a difference?

Quite frankly, there isn’t. A tagline is a value proposition and the reverse can be true. A USP, on the other hand, is more specific and may well take the form of, or end up in a tagline. The goal is to make the right connections that make sense and make your brand understandable. If you find it difficult to identify your value proposition, here’s a tip to describe it in the broadest way before taking a leap to a shorter version, a tagline, more condensed and easy to understand. Translating both your USP and value proposition. 

 

OUR (products and services) …….

HELP (customer segments) …….

WHO WANT (aspiration of clients) …….

AND (verb: be, have, avoid, reduce + customer benefit) …….

Optional CONTRARY TO (competing value proposition) …….

 

Need some inspiration? Try the slogan maker on Shopify.