A Unique Selling Proposition (USP), or Unique Selling Point, is the one factor that differentiates a product from its competitors. A well-articulated USP, like M&Ms’ “The milk chocolate melts in your mouth, not in your hand,” tells consumers why they should choose their product over others. Highlighting a unique advantage in a memorable tagline plays a huge role in branding. 

Crystallizing a USP begins by answering questions like:

Market research helps identify the product’s strongest sales features, like convenience, quality, price, service, speed, selection, guarantee, customization, originality, friendliness, reliability, cleanliness, etc.