If clearly defined a unique selling proposition can be a powerful tool that will put you light years ahead of the competition.

But most businesses don’t use it to its full potential.

Luckily for you, there is an easy framework that will unlock the power of the USP

Ok, yay, a framework.

Let’s go.

Start at the top and work around clockwise.

What does your brand do well?

This should be clear to you but in any case, write down everything you can think of.

Things to consider.

• Functional benefits

• Emotional benefits

Functional benefits are what you might call the specs of a product.

Emotional benefits are how your customers feel when they use your product or service.


Who cares?

This part is the table stakes.

It’s what everybody is doing.

Example: Ride-hailing and Taxi Apps all aim to pick people up.


Nobody cares what everyone is doing.

What we are searching for is true differentiation.

So let’s move on.

What your competitors do well.

This is very important.

Do the research.

What is their offering?

What are their functional and emotional benefits?

What part of their business are they promoting more than anything else?

Red zone


This is what your competition does better than you and also what your consumers want.

This is where businesses come to lose.

We don’t want to be here.


We do want to remember what our competition does very well so we can start to see trends in the industry.

So don’t completely forget this zone.


Arguably the most important zone ahead.

Watch out.

What do customers want?

Make a list of the pain they feel and how you solve these problems.

Again, think functional and emotional.

Next up.

The middle – This is the risky zone.

This is where everybody is fighting it out for minimal gains.

Some of your offerings will be here but it’s a risk because everybody is doing it.

And when everybody is doing it. It’s hard to win.

During our brand strategy workshops, we look closely at how we position you in this zone so you have the best chance of winning.

We then translate this strategy into a unique visual identity that will stand out and own the market.

And now.


The pièce de résistance.

We have arrived at your destination.

The winning zone.

This is where you want to be.

This is where you deserve to be.

Make a list of all the things you offer to your customers that your competition doesn’t or can’t.

Then challenge every point.

Is there really no way the competition can offer what you offer?

Push every point you make to the limit.

Can the competition change anything to start competing with you on this offering?

If they can. Sorry. Your current USP isn’t strong enough.

It should be rock solid.

Anything outside of your control that could jeopardize your usp makes it weaker.

Keep challenging all your points until only the strongest are left.

The next step is then to communicate your usp clearly.

But that is for another day.

In summary

• Research what your competition does really well

• Research and understand what your customer’s problems are

• Challenge every part of your offering so it is rock solid