How to nail your unique selling proposition (without sounding like everyone else)

Your Unique Selling Proposition (USP) is the one thing that makes you you. But here’s the catch: it has to actually stand out. Let’s break down how to find it.

1. Understand What Makes Your Business Unique (Spoiler: It’s Not Just Being ‘Premium’)

Your USP is more than just saying “we’re high-end.” It’s about figuring out what you really do differently, and why that matters to your audience.

Tip: Start by asking, “What do my customers thank me for the most?” That’s a good hint.

2. Know Your Audience (And Stop Guessing)

Your USP needs to solve a real problem for your clients. If you don’t know what that problem is, ask. Customer research is your best friend here.

Tip: Survey your clients to find out what they need, what annoys them, and how your service makes their life better.

3. Keep It Aligned with Your Brand Values (Otherwise, What’s the Point?)

Your USP should match your brand’s core values. If you’re all about sustainability, make sure your USP reflects that.

Tip: Once you’ve got it figured out, weave it into everything—your marketing, design, and messaging.

4. Articulate It Clearly (No Jargon Allowed)

Your USP needs to be easy to understand, even to someone who’s hearing about your business for the first time. Keep it simple, keep it real.

Tip: Test your USP out on someone who doesn’t know your business well. If they get it instantly, you’re on the right track.