Differentiation is essential in the hustle and bustle of corporate branding . One of the most effective ways to distinguish your business from others is through defining it and using a unique selling proposition, popularly known as USP. But what after all is a USP, and how might you be using this element to better your business branding? Consider the concept of USP and the role it plays in identity establishment. Understanding USP—Unique Selling Proposition A Unique Selling Proposition, or USP, is that quality or characteristic which differentiates a company from its main competitors in business. It is the benefit or advantage your business is offering the clients, but cannot find elsewhere. A USP simply answers this question: "Why should customers choose your brand over others?" Your USP should, therefore, focus on why your brand is special and why it is necessary for your target audience—it covers everything which is important about a brand, its power, and attendant ben...
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