Is USP important for a business to be successful?
ADVANTAGES
 Gives your business a
specific identity…some
business want to be known
for everything and end up
not becoming known for
anything
 Target audience
 The USP first and foremost
was a device which helped
consumers recall brands
when they got to the
supermarket. Usually they
were catchy slogans or
jingles.
 Positioning your product in
the minds of your
customer. Not only did
advertisers want
consumers to remember
the USP, they also wanted
to highlight the main
reason why they would pick
that product over the
competitors.
 Statistics show the average
consumer looks at 10.8
different sources of
information before they
make a decision. So in
addition to looking at your
company... they're also
checking out your
competition. You see, with
all the information they'll
ever need at their
fingertips, your consumer is
DISADVANTAGES
 Large, non-retail based companies
need to stand ourt basedon their
reputation and relationships, NOT
quality or uniqueness of what they
do.
 Sometimes you don’t neer to be
different or offer something
special. If your product offers
what people want and is of good
quality, people will buy it.
 But this usually applies for a
sustainable business, not an
exceptional one.
 USPs are talked about as though
they are generally applicable to all
sorts of businesses.
 USPs for everyday products don’t
have to be meaninglful, as long as
they are catchy and different.
 But in markting more complex
severices and products (usually b-
to-b) the decision maker-s and
budget holders carry out
thourough research to choose one
product. Their choice isn’t
dependent on a short, attention
grabbing feature of your product
that doesn’t translate to any
rational benefits for them.
(https://www.achaleon.com/dont-
have-a-usp-dont-need-a-usp/)
 savvier than ever before.
Unfortunately, when it's
not clear what makes one
company different from
another - it makes it even
harder for your client to
determine you are the
obvious choice for them.


https://medium.com/digital-vault/the-future-of-marketing-why-the-usp-is-outdated-and-what-will-
replace-it-b7b2cc94600a

https://www.ianbrodie.com/do-i-really-need-a-usp/

Or take the taxi firm. What will make a potential customer call one
taxi firm over another? Usually two factors: availability and
perceived reliability. Most successful taxi businesses didn't become
successes because they somehow offered something different or
unique – they offered what every firm offers – available, reliable
transport. The reason they get chosen is that they (are perceived) to
be able to do it better than their competitors.