A unique selling proposition (USP) is a differentiator that makes a product or brand stand out from its competitors. It is a distinctive feature or benefit that competitors do not offer, and it is used to persuade customers to choose one brand over another.

A strong USP is specific, meaningful, and difficult to copy. Examples include Domino's "fresh, hot pizza delivered in 30 minutes or less" and FedEx's "when it absolutely, positively has to be there overnight". The USP is closely related to the value proposition but focuses on uniqueness.

Key points

• Distinctive feature or benefit
• Sets a brand apart from competitors
• Specific and difficult to copy
• Related to value proposition