You have an idea for a fantastic business that you wish to launch, you are passionate about the product and you believe other people will like it too! Fantastic, but what makes your product or service stand above others in the same sector? What will make customers choose your product over your competitors? It is important to discover your unique selling point (USP) to stand out above the crowd. By following this guide you will be able to identify your USP and build upon it.


To develop your USP it is important to decide who your target market is. Try not to attempt to appeal to everyone, as this won’t give your business focus. Gather focus groups together and show them or tell them what your business has to offer. Compile information on what they like or dislike about your product. Take note on their feedback and don’t feel offended if their comments come back as being quite negative. All of this information is useful. With this information you can then mould your business around your target audience. Get this right and your brand will become the first choice over your competitors.

Be different

Be absolutely aware of what your competitors offer, then try to be a little different, in order to be unique. Look at whether you would like to offer premium products and services or whether you wish to cater for the mass market. Are you able to offer cheaper prices? A fast turn around from ordering to delivery, by using a reliable delivery business like Perhaps your location is different, in that it offers easy access and free parking?

Consumers are becoming more aware of how their products are produced. If you were to offer locally sourced ingredients or ethically sourced materials you may become more attractive to customers. Perhaps your business can offer expertise in areas that your competitors can’t. Are you highly trained? If so tell people.

Develop a strong brand and get expertise from businesses that can help you with packaging your product such as this will help make your brand stand above the crowd.


Once you have discovered your USP advertise it! Ensure that your USP is communicated effectively across all your branding advertisements and packaging. Develop slogans and wording that clearly shouts out your USP. Get your business “out there”, so that people can find you easily. It maybe wise to seek help from a copywriter as they will have the expertise in persuasive writing, which will be useful in enticing customers to use your product or service.

Ensure your USP appears on all your communication with your customers, whether it is by email, letter or on business cards. Tell everyone you meet about your business and why you are different to your competitors.

Developing a strong USP, should never be underestimated as it can make or break a businesses success. Once you have the support of your target market it is important to not “stand still”. Keep up to date with new trends and developments in your sector area, to stay one step ahead at all times.