What is a USP and can every brand have it?

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When asked what a USP is, or unique selling proposition, the simplest answer is a unique selling point. To be honest, we don't know if every brand has one, but what we do know is that it should and can. A USP is what sets you apart from the rest, the reason why someone should choose your product or service, and if you don't know that reason, how will your customers know it? Often, it's not just one advantage, but a combination of several.

How are you going to sell if you don't have an answer to the question of why someone should buy from you and not from someone else?



What is USP?
So, a USP is a unique element, characteristic or aspect of a product taiwan phone number lead service or business that differentiates it from the competition and makes it more attractive to the target audience. It is essentially what you use to justify your price. If you are more expensive than your competition, your USP is the reason you can charge that price, if you are cheaper than your competition, that can also be your USP.



Why do you need to know what a USP is?
Because, and no offense, if you don't know your USP, you basically don't know why you exist and what makes you different from others . If you don't know what you're better at, how will customers know?

The USP or USPs are what you will base your marketing strategy on. It is what will be the center of your message and how you will enter the consciousness of your potential customer.

What can be a USP or how can you differentiate yourself?

The list of things that make you special can be incredibly long, but for the sake of example, here we will show some elements that can be used as a USP using the example of one product – sports shoes.

Quality , perhaps you use more durable materials, which means that your shoes will not be damaged in one season. You are so sure of it that you can give a guarantee on it, and therefore you can charge more for your goods than the competition.
Price , this can also be a form of USP. Perhaps your biggest advantage is that you are more affordable than others. True, you may not be able to guarantee the longevity of your shoes in this case, but you can guarantee that you are the most affordable.
Innovation , you were the first to introduce something new. If we're still sticking to sports shoes, you might have been the first to come up with technology that connects your shoes to an app that counts steps, energy expenditure, step quality, and the impact on the body, and the like.

Design , you have a recognizable name, design or something that not only makes you stand out but everyone knows about it. The customer who buys your product is buying the very name and design that you invested a lot in to make it recognizable, so you have the "right" to charge for it.
Speed/efficiency may be the advantage of your store, the fastest delivery for online footwear orders. Something like that is certainly a USP that today makes a difference in purchasing decisions.

Socially responsible behavior , perhaps you are the only one using a completely ecological approach or donating a portion of the proceeds to a specific humanitarian cause with every shoe sale. This is also something you can highlight as your uniqueness.
Specialty or specification , maybe your product is ideal for a certain age group or people with special interests. Maybe it's not, but you can present it that way. Let's say your footwear is universally good for everyone, it's a great choice for walking and running. If you present it as a great choice specifically for running, you get that specialty and trust from runners that you wouldn't have if you had footwear for everyone.

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What is your brand's USP and how do you determine it?
A branding agency can help you determine your unique USP , but whatever process will lead you to a clearer picture of what your brand's USP is is a good process, but if you don't know where to start, here are some suggestions:

Write down all the characteristics of your product or service (price, material quality, warranty, possible results, design, name recognition, delivery speed, number of previous users, etc.)
Compare it with your competition in the same segments (where you are better and where you are worse)
Does the competition offer something that you don't?
What are all the possible reasons why customers are looking for your product or service?
What problems does your product or service solve?

Which of the possible reasons for purchase remained uncovered by your product or service?
Is it being solved by any of the competitors?
When comparing with your competitors, did you see an element that no one else offers?
That's your USP!

And then? Can every brand have a USP? Not that it can, it must! Just think, can you think of any service or product for which a USP is not important? Is there a single product or service where you would not compare which is the better option for you as a customer? If you think of one, let us know. We are waiting for you there.