USP stands for Unique Selling Proposition or Unique Selling Point. USP refers to the main benefit that a company is promoting when selling its products and services.

USP Definition:

USP is also called unique selling point. It is the unique benefit that a company uses to sell its products or services. It's another way for a company to communicate differentiation: "Here's why you should buy from us instead of them."

Why is USP Important?

A company's USP will guide its Marketing Strategy. Brand messaging and positioning will be geared around the main benefit a company is selling. Quality, price, customization/options, ease of use, availability/speed, service, accessibility, and sustainability are just some examples of USPs.