Unique value proposition – What is it, definition and concept | 2022

In other words, the unique value proposition (USP) expresses why the goods and services offered by the company turn out to be the best option for the customer in solving their specific needs and problems.

In addition, the unique value proposition reflects the combination of products, services, benefits and added values ​​that companies offer their customers. This combination is unique because the company manages to differentiate itself from the competition.

Without a doubt, the goal of generating a unique value proposition is to create a competitive advantage for the company. This value proposition must define what the company wants to become and how it wants the market to perceive it. When both aspects coincide and are appreciated by the customer, it can make the company stand out from its competitors.

As a consequence, the unique value proposition is what distinguishes a company within the market competition. Above all, it helps the company stand out from its competitors and makes customers value and prefer to buy the goods and services it offers in the market.

What must be communicated in the proposal?

To begin with, the proposal hopes to directly and objectively communicate the benefits that the company can offer its customers through its products. For this reason, when formulating a unique value proposition, we must clearly and simply communicate the following to customers:

  • How the goods and services offered by the company solve your needs, your problems and help you improve your situation.
  • Explain the benefits or added values ​​that you will receive when purchasing the company’s products.
  • State the reason why you should choose the products that the company sells and not the products of the competition.
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Above all, the unique value proposition is a simple phrase that anyone should have the ability to understand and understand. Therefore, it must be simple and straightforward. The use of technical terms or complicated words that make it difficult to understand the message to be conveyed should be avoided.

What needs to be considered when making it?

The fundamental elements that must be considered when formulating it are:

1. The target audience

First of all, the target audience to which the proposal is addressed must be considered. When formulating the proposal, priority must be given to the needs of the client. Therefore, the proposal is based on what has value for the client. It means that if the company serves different market segments, the unique value proposition must be more specific to best meet the needs of consumers.

2. Think like the customer

Second, the company, when defining its proposal, must think like the client. Therefore, it is important to find out what concerns them, what problems they face and how the company can help solve them. The proposal must focus on customers.

3. Seek to differentiate yourself from the competition

Third, the company must have the goal of achieving differentiation from the competition. To do this, goods and services must be offered as unique, original and innovative proposals. Here companies can occupy spaces that the competition has left unattended. These niche markets can be exploited by offering something unique that is not found in other businesses.

4. Be honest and sincere with customers

Finally, the proposal must be formulated honestly and sincerely. You cannot create a unique value proposition by offering benefits that the company cannot provide. In the same way, one must be honest with the limitations that the products may have so that the consumer does not feel cheated. Being honest and sincere can be the best option for a company to become successful.

Unique Value Proposition 1
unique value proposition
What needs to be considered when making it?

What questions should we ask ourselves when formulating it?

To determine if the unique value proposition is well defined, it is convenient to answer the following questions:

  • What does the company offer to the market?
  • What benefits does our unique value proposition offer?
  • What specific goods and services does the company offer in each market segment?
  • What needs does the unique value proposition offer to satisfy?
  • What type of service is being given to each market segment?
Unique Value Proposition 2
unique value proposition
What questions should we ask ourselves?


Some examples of the formulation of the unique value proposition are:

  • WhatsApp: Secure, free and accessible communication for any person and company.
  • NETFLIX: Watch movies and series whenever and wherever you want.
  • Facebook: Make the world an open and connected place.

In conclusion, we can say that the unique value proposition makes a company stronger against the competition. This, by stating why the customer should choose the goods and services that he offers, compared to the products that are sold in the market. This ensures that the company obtains a competitive and differentiating advantage over the competition by focusing and centering on customers.

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