Uh-oh, Same Pitch! How to Find a real USP
˙Sandeep Sura – “It’s not about being better. It’s about being different in a way that matters.”
[Approx; 5 minute read]
In a recent client brand workshop, I had to argue that “price and friendly staff” was not a USP, it’s the bare minimum. Then the moment of truth arrived; Someone looked me straight in the eye and asked;
“What if our product isn’t different?”
The room fell quiet. I paused - not because I didn’t have an answer, but because the question was real.
In a burst of emotion I asked the decision makers in the room: Are you willing to go back and re-make the product? Would you invest in R&D to make it truly different? Would you reinvent your entire approach if it meant standing out? Because what’s the point of selling the same thing as everyone else?
It got quiet again. And I realised - I’d gotten emotional. But isn’t that what a real USP demands? It has to start from inception and be purposeful. Somewhere along the way, “USP” became just another checkbox instead of what it’s meant to be: a clear, sharp reason someone should choose you - and only YOU. I apologise for the rant. Let’s get into it. Enjoy the read and don’t forget to grab your free USP worksheet* at the end!
…
Blog Contents
1. The many lives of a USP
2. USP broken down and it’s 3 filters
3. FAQs
*Free PDF download - USP Worksheet with two examples
…
1. The many lives of a USP
Over my two-decade career, you have no idea how many interpretations I’ve heard of a “USP.” Everyone thinks they know what it is - and to be fair, most people do, kind of. But the way they explain it? Wildly different. So, in the spirit of honesty (and a bit of therapy), here are some candid definitions I’ve heard;
Creative: It’s a catchy and clever expression.
Account Service: A distinct market positioning.
Sales Team: It’s the key selling point that helps close the deal.
Business Owner: The core reason the business believes it’s special.
The customer: A clear explanation of how the product helps me.
So, having been In the middle of this tug of war for decades, I can safely say that the “USP” ends up being a compromise that satisfies the room, but not the market.
…
2. USP broken down
Let’s face it, most USPs today sound suspiciously like they were copied off the same WhatsApp group chat.
“We’re affordable.”
“We care about our customers.”
“We go the extra mile.”
“We deliver quality.”
Cool, but so does everyone else. I think, brands have confused being present in the category with being chosen. A real USP isn’t a list of good intentions - it’s a pointed, sharp reason someone should choose you. Let’s break it down.
A USP has 3 Filters:
1. It's Different - “How are you not like everyone else?”
Think in terms of your category’s norms - then intentionally break one. It's not about being weird. It's about being distinct in a way that earns attention.
Example: Everyone else delivers in 3 days. You deliver in 3 hours. Boom!
2. It’s Relevant - “Why should they care?”
Just because something is different doesn’t mean it’s desirable. Your uniqueness must connect directly to something your customer values.
Everyone else pays insurance claims in 14 days. You pay in 3 days! Boom!
3. It’s Ownable “Can you truly claim this and back it up?”
If someone else can say the same thing tomorrow, it’s not your USP. It has to be based on something you consistently do, have, or stand for.
Example: Fashion brands have a recycled collection once a year. You use waste fabric for every piece. Boom!
Quick Litmus Test: Ask yourself (or your client): “Could this line work for my competitor?” If YES - it’s not a USP. If NO - you might be onto something.
…
Conclusion
Crafting a real USP is like sharpening a knife - the more precise you get, the more cutting power you have. It's not about adding layers of jargon or fluff. It's about getting brutally clear on why someone should choose you over anyone else.
Try the 3-filter test, and be honest. If you’d like a more structured way to approach this, I recommend checking out the Value Proposition Canvas by Dr. Alexander Osterwalder. It’s a powerful framework that helps map out your customer’s real needs and align your product or service to match.
And if you need a head start, I’ve created a blank USP worksheet to guide you through the process. Based on the Value Proposition Canvas, it’s been simplified for real-world use and includes two workshop examples to help you sharpen your USP. Try it out, and as always, I’d love to hear what you uncover!
Click here to > Download my Free PDF - USP Worksheet
#TripleThink #BrandPositioning #CreativeStrategy
…
FAQs
1: How do I identify my USP?
Start by understanding your customers' needs, desires, and pain points. Analyze your competitors to identify gaps or areas where you can offer something better or different. Use tools like the Value Proposition Canvas to map out how your product or service creates value uniquely.
2: How does a USP differ from a Tagline?
A USP (Unique Selling Proposition) is the core reason why a customer should choose your brand over competitors. It highlights what makes your offer unique, relevant, and ownable. A Tagline is a short, catchy phrase designed to capture attention and make your brand memorable. It’s often inspired by your USP but not the same thing.
In short: the USP is the strategic promise behind your brand; the tagline is the creative way you communicate that promise to the world.
3: Can a USP evolve over time?
Absolutely. As markets change, customer preferences shift, and new competitors emerge, your USP may need to adapt. Regularly revisiting and refining your USP ensures it remains relevant and compelling to your target audience.
Hello! I’m Sandeep Sura, Founder and Creative Director of Triple Think Consulting. With over two decades of experience in the Advertising industry, my passion for everything that has to do with Brand building drives everything I do. I love blending my creativity with strategy to deliver impactful work. If you have any more questions or want to collaborate on any projects for your brand - feel free to get in touch. To contact me > click here
Thank you for reading! I’d love to hear your questions or thoughts - leave a comment below!