What is a Unique Selling Proposition (USP)?

Definition of Unique Selling Proposition (USP)

A Unique Selling Proposition (USP) - alternatively called a Unique Selling Point - is a benefit or feature that distinguishes a company, service, product or brand from its competitors.

The USP concept originated as a theory to explain a pattern in successful advertising campaigns in the early 1940s. A USP can focus, for example, on characteristics such as quality or affordability - offering something more than other businesses in the market.

The term can also be used to describe your ‘personal brand’ and is additionally referred to in fields outside of marketing.