Your Unique Selling Proposition (also Unique Selling Point or Unique Value Proposition) is a clear statement of the tangible results a customer gets from doing business with you. Your USP focuses on what you can offer to the customer beyond the product itself.
To make the USP effective, you must think about your product/service as an essential component of your business offering. Your USP should address three basic concepts:
- who you are,
- what you do, and
- why it should matter to your customer
Your USP is an essential building block for creating your “Brand”.
Creating a Brand and then “Branding” yourself means identifying the qualities or characteristics make you and your product stand-out from your competitors. Things you do well; things you enjoy; authentic aspects of your character and your talents. Branding is the process of claiming ownership by highlighting uniqueness and confirming authenticity of the brand.
To summarize, your Unique Selling Proposition is a statement of tangible results; your Personal Brand is more about your qualities. Together, a well-crafted Unique Selling Proposition and Brand can be used to build a compelling case for doing business with you.