What is Apple's USP

Unique Selling Proposition: The Ultimate Guide to Finding Your USP

The company's success depends on many factors: a good product or a useful service, a perfect online presence and numerous marketing measures - but none of them is as important as a clear “Unique Selling Proposition (USP)” or, in German, one Unique selling point. Companies that stand out from the competition can become very large very quickly - but the path to unique status is not an easy one.

Almost every entrepreneur has one vision about how your own company should develop in the next few years. The clear goal: rapid growth. But even in the first few years, this dream can quickly develop into a nightmare.

The problem is not the lack of attention for the product or service, but the lack of interest. The decisive factors are often missing unique selling points:

  • If the entrepreneur does not know why their own product is better (compared to the competition), the customer will not know either - and may decide on a competing product.
  • If the entrepreneur does not know what distinguishes his own product from the competition, neither can the customer.
  • If the entrepreneur develops an all-round product that already exists in abundance, it is difficult to enter the market - especially "the big ones" of the business are too strong here for a smaller company to take up the fight here and get a part of the pie .

The determination of the USP of your own product and its promotion is therefore crucial for the company's success. However, the entrepreneur should not be tense, because: A unique selling point must make sense - otherwise the customers will also stay away.

Be unique: But only if it makes sense

A USP can mean a lot. The entrepreneur should offer potential customers a product that makes sense and at the same time meets a specific need that unsatisfied so far stayed. The wheel does not necessarily have to be reinvented. Improvements to existing products or services are also conceivable. A market analysis is therefore very important; this is the only way for the entrepreneur to find out what customers want:

  • What similar products or services are already available?
  • What can existing products do and where is there a need for optimization?
  • Is there really a market for optimization?

Ideally, you're so unique that that There is no problem of competition. Entrepreneurs entering a completely new market have to ask themselves whether there is a group of buyers for their own (new) product. Anyone who wants to sell a refrigerator to Eskimos is definitely unique - but the company is still far from successful.

In three ways to a real unique selling point

To find your own USP is one Market analysis so very crucial. This is an important step towards a unique selling proposition. Now it is time to develop the actual USP.

Overly motivated entrepreneurs in particular tend to see themselves or the company as a high-flyer than those who do the best are - this may be a USP, but enforcing it (especially against the big competition) is often impossible. It is therefore crucial to go other ways. Three of them are the following:

Variation # 1: If your company is not unique, YOU should be unique

Sometimes it doesn't have to be the company, the product or the service itself that is “used” as a USP - often you, as an entrepreneur, can also be a unique selling point. Your work, your efforts or even your personality can give your company a very individual and unique touch - a touch that cannot be found anywhere else.

The decisive factor in this approach is of course a captivating personality who will convince potential customers and partners. Whoever manages that develops a USP that no other company in the world can compete with, because you yourself are unique. Steve Jobs, for example, is someone who used this form of USP to make Apple as big as the company is today, especially in the early days.

Variant # 2: Mix it up - take the familiar and add something new to it

As mentioned earlier, sometimes the wheel doesn't have to be reinvented to develop a USP. Often there are already well-thought-out products that just lack a certain amount of fine-tuning.

Often this fine-tuning can be developed with a mix of different approaches. Think about what your core product is aiming at and expand it with useful additions, for example the integration of a "social media component" Brand awareness and Range to reinforce.

Option # 3: Discover a niche market - become a specialist

A big problem for many companies: the product is too general. So not only is the target group very large, but also the competition - especially small and medium-sized companies can get lost here very quickly. The Development of an expert position a certain topic is therefore a good way to develop your own USP.

For this purpose, the topic should be narrowed down as narrowly as possible. The same applies to the group of buyers and customers. Entrepreneurs who become specialists in their field have much less competition and thus better chances of success.

Each of these three variants is ideal for developing a USP - it doesn't always have to be the best product, it is more important to be unique. Nevertheless, the quality has to be right, of course, because: A bad product with a USP is by no means a guarantee of success.

Success even without a USP?

The USP is a very decisive success factor - but what if the company, product or service does not have a USP? Is that why success is out of the question? The answer to this: Success is still possible, the major breakthrough, however, is difficult.

If the product is already "finished", subsequent implementation can be conceivable. Especially variant # 1 or variant # 2 are still an option in retrospect. Of course, it depends on the respective performance whether modifications are possible. What it is essential to avoid:

Many entrepreneurs delve into the USP for weeks or months only to find that the competition has meanwhile introduced the exact USP (s) you were thinking about. Speed ​​is therefore also crucial when developing a USP.

By the way, here are 10 good examples. Some will surprise you, but they all work in their own way. Particularly important: every industry can be made exciting.

The USP highlights a product from the crowd of suppliers and places it on a pedestal that is out of reach for the competition. That is exactly the goal: to stand out, to offer something that does not exist in this form, to satisfy needs that have so far been unsatisfied - that makes potential customers happy and ultimately also the entrepreneur. Founders and company owners therefore achieve the goal of a successful company primarily with the development of the USP - the cornerstone of success.

Alexander Rus

Managing Director at Evergreen Media AR GmbH
Alexander has been obsessed with search engine optimization since 2009 and even broke off his computer science studies in the 6th semester for his new found passion. Until 2012 he dealt exclusively with his own affiliate projects. Alexander hates talk without tests, only believes in hard numbers and likes to read search engine patent applications in his spare time. The most important book in his career is "The Fountainhead" by Ayn Rand.

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Keywords:Guidance, customers