Скачать или смотреть How Brands can develop their own unique selling proposition.

Its very important to differentiate your product from others. Gaining competitive edge over others give you benefit in terms of identity and true reflection of your brand.

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My name is Saad.

Today I will discuss an important topic in Marketing.

"What is a Unique Selling Proposition?"

A unique selling proposition (USP), is the one thing that makes your business better than the competition. It’s a specific and clear benefit that makes your business stand out when compared to other businesses in your market.

Forming an opinionated and deliberate USP helps focus your marketing strategy and influences messaging, branding, copywriting, and other marketing decisions. At its core, a USP should quickly answer a potential customer’s most immediate question when they encounter your brand:

“What makes you different from the competition?”

Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. Being “unique” is rarely a strong USP in itself. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective.

A compelling USP should be:

Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “we sell high-quality products.”
Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about.
More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain.


1. Beardbrand

A lot of cosmetics companies—for both men and women—try to offer quick fixes at cheap prices, addressing symptoms instead of the root cause. Beardbrand’s USP takes the form of a product ethos that immediately sets them apart from the industry standard.

They want to create products that “work with your body’s natural chemistry, rather than to disguise or change it.”

This product ethos means that they only sell products that live up to this standard and pit themselves against a rampant problem in their industry.

Casting the industry norm as an antagonist is a positioning strategy often used by brands that are confident about their solution to the customer's problems.

2. Taylor Stitch

Taylor Stitch is a clothing company that relies on crowdfunding in order to develop new products. While some consumers may frown upon established brands that leverage crowdfunding, that isn’t the case here because of how they make it a part of their USP.

Taylor Stitch successfully turns crowdfunding into a competitive edge: “We design new products. You crowd fund them.”

They immediately let customers know why crowdfunding new products offers advantages to traditional self-funded or investor-funded business models. Customers are assured that:

They’ll save 20% by preordering.
It’s better for the environment.
They get these products in your hands when you’d actually use them

These are staples of crowdfunding that have been brought to the surface and translated into value for the customer—it’s hard to argue with saving money and being more environmentally friendly, and supporting a business you believe in is a nice bonus, too.

3. Saddleback Leather

One of the first things that you notice about Saddleback Leather’s site is their famous tagline: “They’ll fight over it when you’re dead.”

It’s a sentence that immediately conveys the unique value of Saddleback’s products in their signature irreverent tone: this product is built so well it will outlive its owner. The messaging also refers directly to their 100-year warranty, which backs the promise with a guarantee that the products will last you a lifetime and then some.

Longevity, especially for high-priced, everyday carry products is definitely a unique selling point, especially when so many competitors are focused on positioning their products as status symbols, the stylish trends that you’ll want to replace next year, or a cheap solution to an expensive look.

In fact, when cheap knockoffs of their products started appearing in the market, Saddleback Leather took it as an opportunity to create a clever “how it’s made” video that reinforces the quality of their own craftsmanship.

Unique Selling point is very important and relevant in the context of marketing business, once a brand identifies it, it can create competetive edge which makes harder for its rivals to copy.

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