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.

Got questions? Ask Emily!

FreeAgent's Chief Accountant Emily Coltman is available to answer your questions in the comments.