USP

A unique selling point (USP) is a factor that sets a product or service apart from the competition. This can be the highest quality, the lowest cost, or the very first product of its kind. A USP could be thought of as "what you have that your competitors don't." A successful unique selling proposition promises consumers a clearly articulated benefit. It offers them something your competitor products can't or won't. It is compelling enough to attract new customers.

Companies want to sell their products/services as the all-around best option. Brands are not limited to a single USP. It can be difficult to effectively communicate more than one USP at a time. Each USP is focused on a different value. What is important to customers should determine which USP a company focuses on. Creating a buyer persona helps determine which USP will be effective.