A unique selling proposition (USP) is a statement that outlines what differentiates a brand or product from the competition.
A unique value proposition (UVP) statement enables brands to articulate the benefits consumers can glean from using their products. The statement typically takes this goal further by identifying and defining the specific value the product offers, from solving a consumer’s problem to enhancing their life.
A unique value proposition (UVP) is a critical differentiating statement for brands, as it helps them communicate how their product — and the value it delivers — is unique from the competition. With a strong UVP statement, consumers can quickly see what the product is, how they’ll benefit from it, and how the brand differs from others. Ideally, it will encourage consumers to move closer to conversion.
Successful UVPs connect closely with target consumers. They use the same language and engage with the same needs as those potential customers. Because of this, the UVP might be tonally and stylistically different from internal mission statements or product descriptions.