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Unique Selling Proposition

Unique Selling Proposition Concept

What is the Unique Selling Proposition?

Unique Selling Proposition, or USP, translates into Spanish as the Unique Selling Initiative and consists of any strategy that is carried out to differentiate a brand and improve its competitiveness in the market. It consists of any action that seeks to highlight what makes a firm unique and position it as the main factor of interest to the target audience.

This is something that brings with it many advantages, but that revolves especially around the opportunity to compete in an absolutely different way from other firms that operate in the same sector. Seeking differentiation is a way of providing added value, be it through treatment of the consumer and the qualities, materials or types of services that are offered. The range is wide, and the results are palpable.

Actually, this pursuit of the differential factor is something that can also include marketing. Getting a unique and distinct campaign can be the fastest way to get customers and sales. Sometimes it is not the message that works, but how it is conveyed to the audience.

All this is what makes up the philosophy of the Unique Selling Proposition, something that has been gaining many followers in recent years and that is allowing us to enjoy a varied competition in more and more sectors. For the company it can be a difficulty, but for the consumer it is an ease.

What is the Unique Selling Proposition for?

Unique Selling Proposition serves to make known to the world what makes a brand different, those reasons that make it something special and that can attract even more the attention of those people to whom your products or services are directed.

It can be used to create a totally original and risky marketing campaign, as well as to change the product philosophy to highlight items that others do not make, even to change the treatment of the client and the interaction with it. It can affect many, many fields, but in the long run it serves to generate more interest and get more customers.

Examples of Unique Selling Proposition

Campaigns like the one with which Apple presented its first Macintosh in the 1984 Super Bowl serve as an example of what Unique Selling Proposition is, even when oriented to marketing (see here). However, there are many more cases in which what makes the service or the product different in terms of what the competition offers is highlighted.

In the following article you can see some more example that reflects the USP:

Examples of USP in digital marketing.

More information about the Unique Selling Proposition

If you want to learn more about this strategy that highlights uniqueness, we suggest you read the following links. Here you can find content with more information about the Unique Selling Proposition.

R Marketing Digital