USP – Definition, Meaning & Examples in Marketing


USP stands for “unique selling proposition”. It refers to the special feature or advantage that sets a product or service apart from the competition and makes it more attractive to potential customers. A USP can be a particular product feature, a special pricing strategy, or a unique marketing message, among other things.


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You need a USP (Unique Selling Proposition) to differentiate your product or service from the competition and to communicate its unique value to potential customers. Here are some reasons why a unique selling proposition is important:

It helps you stand out in a crowded market: A unique selling proposition makes your product or service more eye-catching and memorable, which can help you attract customers in a crowded market.

Communicates your unique value: a unique selling proposition helps you explain what sets your product or service apart from the competition and how your customers can benefit from it.

Improves marketing effectiveness: a clear and compelling USP can help you develop more effective marketing messages and campaigns that resonate with your target audience.

Strengthens customer loyalty: a strong USP can create a sense of loyalty and connection among your customers, as they feel they have a unique and valuable relationship with your brand.

Overall, a strong USP can help you increase sales, improve customer satisfaction, and build a more successful business.

Instructions – 5 steps to the USP

To develop a good USP, follow these steps:

Identify your target audience

Find out who your ideal customers are and what their needs and wants are.

Analyze your competition

Research your competitors and find out what they offer, how they position themselves, and what their strengths and weaknesses are.

Determine your unique value proposition

Think about what makes your product or service different and better than the competition. Focus on a specific feature or benefit that is relevant and valuable to your target audience.

Communicate your unique selling proposition

Formulate a clear and compelling message that highlights your unique selling proposition and communicate it to your target audience through marketing and advertising.

Test and refine

Monitor your target audience’s reaction to your unique selling proposition and adjust it as needed to improve its effectiveness.

Remember that a good USP is customer-focused, specific and memorable. It should resonate well with your target audience and give them a clear reason why they should choose your product or service over the competition.


Here are five examples of brands with a great USP:


Apple’s USP emphasizes creativity, innovation and user experience, positioning its products as unique and desirable.

Domino’s Pizza

“Get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free!”

Domino’s USP emphasizes speed and convenience, giving customers a clear reason to choose the delivery service over the competition.

Dollar Shave Club

Dollar Shave Club’s USP emphasizes the convenience and affordability of its subscription-based razor blade delivery service.


FedEx’s USP highlights the speed and reliability of its overnight delivery service, giving customers a clear reason to choose FedEx over the competition.

A FedEx plane is stationed at the airport, showcasing its unique selling proposition (USP) in logistics.

Warby Parker

Warby Parker’s USP underscores its commitment to social responsibility and gives customers a unique and meaningful reason to choose Warby Parker eyewear.


USP stands for Unique Selling Proposition and is the unique selling proposition of a product or service from a company. In this respect, a USP is important in order to stand out from the competition, to better address customers and to retain them. That is why USP for
and in the course of marketing measures are decisive.