How to define a USP?

A USP is a Unique Selling Proposition. Also known as a value proposition. Ideally, a website includes a USP or tagline in its header to clarify the offer of services and or products. Successful brands focus on a single, customer-centric value, as well as multiple emotional values.

Most communications agencies are CREATIVE, and standing out by definition. Some of them are INTEGRATED, meaning a full range of services is under the same roof.

A single customer-oriented value:

Taste

Efficiency

Dosage

Lifecycle

Recipe

Fragrance

Freshness

Several emotional values:

Home

Family

Adventure

Tradition

Responsibility

Creativity

Environment

Beauty

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

Smartwool: "go far, feel good."

→ Customer-oriented value: life span

→ 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 your value proposition more broadly before taking a leap to a shorter version, a tagline, more condensed and easy to understand.

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) …….