Developing a Unique Selling Proposition For Your Brand

The world that businesses are facing these days is not only very digitized but also highly competitive. Since it is easy for brands to get global access to their prospects through the digital world, every business needs to have solid brand management strategies to cope with the changing market trends.

One effective way to cope with competition is to have a unique selling proposition for your products or services. Many unique selling proposition examples can be observed in the advertisements and taglines of popular products. But to understand these examples of unique selling propositions, we first need to understand what a unique selling point really is.

What is Unique Selling Proposition?

A brand’s unique selling proposition is the creative, differentiating factor in its products that creates a higher perceived value of the products than their substitutes in the eyes of the targeted customers.

Landing page of Connected Women stating its unique selling proposition

Image taken from Strikingly user’s website

The unique selling proposition could be a product’s special features or characteristics, the variety it is available in, the creativity in its marketing campaign, the way it is upgraded, or the specific problem it solves for its niche market. These factors contribute to the product’s positioning and are used repeatedly in its advertisements to highlight and place the product above the competitors.

Why is a Unique Selling Proposition Important?

Every brand needs to have a unique selling proposition. Without it, customers will not be able to see the true value of the brand and all that it is offering. When your brand value is not recognized by your audience, expect them to switch to other brands if you slightly increase your prices by changing your pricing strategies or if your products are not available in their convenient locations.

Landing page of Cozy Kin stating its unique selling proposition

Image taken from Strikingly user’s website

Besides this, a unique selling proposition gives the following advantages to a brand.

1. Clear Differentiation

It becomes easy for customers to differentiate your products from competitors if you identify your unique selling proposition. Your product often has special features, but they are not so prominent to your customers in your product description. But if you expressly point out in your advertising campaigns what your unique selling point is in your advertising campaigns, then your customers can see through it quickly. This influences their buying decisions and helps them prefer your brand over others.

2. Improved Revenue

When your customers can observe your unique selling proposition, they want to buy from you more because they see your products as having more value for their money. They can help you get more sales revenue, as you will get more repeat customers and build a loyal customer base.

3. Simpler Selling

When you straight away mention your unique selling proposition in your ads, your campaigns can be more effective, even if they are simple. Instead of building a long marketing funnel, you can create short and simple social media ads and have a chance of making them go viral by including a tagline that mentions your product’s unique selling point.

Landing page of The Project Nomad stating its unique selling proposition

Image taken from Strikingly user’s website

How to Write a Unique Selling Proposition?

Now that you know its importance, let’s see how to write a unique selling proposition. There are 5 simple steps to follow.

1. Define Your Target Audience

The first thing you need to do is define the type of customers you are targeting. Knowing your target audience’s lifestyle helps you put yourself in their shoes and develop a unique selling proposition from their perspective. The more your customers can resonate with your adverts, the more they will feel like buying your products. This is how to sell a product in the quickest way.

2. Explain the Problem You Solve

Once you learn how your potential customers think, you need to convey their problems and how your product will solve them. Identifying this is part of the process of writing a compelling, unique selling proposition.

3. List the Distinctive Benefits

Once your product is ready, it will definitely have some unique characteristics, but it may be a task to identify and list them down. Thus, this is the next step. List down all the remarkable things in your product that you know will benefit your customers. Creating this list will make it easier for you to develop a slogan or tagline that puts all your product’s distinctive benefits into a single line, to make your marketing campaigns more effective.

4. Define Your Promise

Part of the process of writing a unique selling proposition is to make a pledge to your clients and customers. This promise can either be directly spelled out in your unique selling statement or written down separately to be used in your advertising themes.

Landing page of Startup Youth stating its unique selling proposition

Image taken from Strikingly user’s website

5. Combine and Rework

Now it is time to combine all the points mentioned above and create a paragraph. At this stage, you will notice that you have piled up some recurring thoughts and ideas. That’s why you need to begin merging them and rewriting them in a way that puts them in a flow to make sense.

6. Cut it Down

The last step is to condense the information you have gathered even more to develop a single sentence. You want your final unique selling proposition to be as specific and straightforward as possible.

Landing page of GDC Consulting stating its unique selling proposition

Image taken from Strikingly user’s website

The clearer you define your unique selling point, the easier it will be for your customers to understand what you are saying. There is nothing wrong with doing several rounds of writing several drafts over a week until you get your final and specific unique selling statement.

You can repeat this process to modify your unique selling proposition if your business expands to penetrate new markets, come up with a product line extension, or diversify into a new line of business.

3 Unique Selling Proposition Examples

Here are 3 examples of unique selling propositions created by known brands in the past. Observing unique selling proposition examples like this helps businesses develop more exciting ideas for promoting their products and services.

1. Vistaprint

Screenshot of Vistaprint landing page

Vistaprint is a shop that provides online printing services. Anything can be ordered online from this shop, and it will be shipped to you. The service is affordable and wholly engineered, created with small and medium enterprises in mind.

The focus of Vistaprint is to offer cheap printing of business cards. Hence, their unique selling proposition is fast and affordable printing for businesses in their growth stage and prefer taking on services that are the most cost-effective.

2. Saddleback Leather

Screenshot of Saddleback Leather's landing page

This is the next among our list of unique selling proposition examples. You might think that coming up with a memorable and unique selling point for a company selling leather satchels is difficult. But if you see the ‘About Us’ page of this company’s brand website, they have stated it quite clearly there.

This company offers rugged leather products with a warranty for 100 years, their unique selling proposition. They are focused on addressing the specific needs of their customers and truly highlight the exceptional quality of their products.

3. Osmium

Screenshot of Osmium landing page

If you are looking for unique selling proposition examples from the clothing and fashion industry, this is one of them. Osmium is one of those companies that have successfully taken advantage of the rise in the popularity of handmade products in recent years. Traditional arts and crafts have transformed from a hobby or casual pastime into big businesses, making vast amounts of money by selling products online.

In the clothing industry, selling products in bulk is still a norm due to the availability of cheaper materials and cost-effective overseas labor for most countries in the world. This is the reason why the unique selling proposition of Osmium makes so much sense to its customers. Their unique selling point is that their products are all handmade and local.

Every single item sold by Osmium is prepared by hand, and most of the company’s stock is in Boston, where the company is based. They emphasize the ethical procedures used in their production, which they say enhance the durability of their products. Both these factors differentiate them from conventional clothing companies.

These were some excellent examples of unique selling propositions by small businesses. The purpose of giving examples from small enterprises was to show that any brand, big or small, can develop a unique selling proposition that will help the business speed up its sales and grow.

The best place to state your unique selling proposition is your website. If you are looking to build a website for your brand and want a quick solution to get a completely functional, low-cost website that you can maintain on your own, you can try Strikingly. Strikingly is a free website building platform, where we have a lot of ready-to-use website templates that enable you to start keying in your content into your site straight away, without having to write a single line of code.