What is a USP and should you use them in your brand strategies
USPs (Unique Selling Propositions) are an outdated concept for modern brand strategy. They originated in the 1940s to emphasize functional product benefits in advertising. While this made sense when brands had unique functional differences, today's market is crowded, and most functional differentiators are easily copied.
Today, brands need to focus more on emotional connections and bigger promises beyond mere functionality. While the concept of differentiation is still crucial - and you need to identify a brand's relative strengths vs. competition - using the term "USP" may date your work, be too difficult to articulate and misses the broader emotional narrative essential for modern brand building.
Read on for what a unique selling proposition is, USP examples, and advice from some of the world's most successful business leaders on why this is not enough to build a strong brand today.
What USPs mean and why they are outdatedĀ
So you've got to understand where this term has come fro...
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AUTHOR
Sarah Robb
Iā€™m here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
