What's your unique selling point?

Why should your customers choose you over your competitors? Establishing your unique selling point (USP) is about understanding the real benefit you offer customers.

Making your business stand out in a crowded market can be a challenge, but differentiating your business will be key to attracting the right customers and giving them a reason to choose you over a competitor


That’s why it’s important to identify your unique selling point (USP), so you have a differentiator to communicate in your marketing and sales activity.

Giving your company a real differentiator

Not all companies are created equal. Every business will have a unique slant on how it develops and delivers the same product or service. Your USP focuses on what you do better, bolder, faster or more effectively than your competitors – giving you an edge over the other businesses that are clamouring for your customer’s attention.

For example, Apple’s USP was always that the company ‘provides a lifestyle with our products’ by making cutting-edge technology that’s as simple to use and integrate as possible.

To make your USP work for you:

  • Define your USP using your products/services – think about your products and/or service offerings and consider where you’re adding value that’s specific and unique to your business. You might be more ecologically sustainable, more budget-friendly, or easier to use than your competition. Own this difference, feed it into your development and think about the end benefit for customers.Tip: ‘People don’t buy products, they buy solutions’ - Put yourself in your ideal customer’s shoes to understand their needs and how you meet them.

  • Market the company around this USP – understand where you add value as a business and condense it down to one selling point. While you may be able to list many benefits, boiling it down to one thing will be more compelling. Make sure it’s short, simple and straightforward to communicate, so you and your customers quickly understand this USP. For example, the USP of M&Ms is that ‘the milk chocolate melts