In branding, Your Unique Selling Proposition (USP) is a statement that defines your brand's uniqueness — it sets you apart from your brand competitors. It's a distinguishing statement that you and few other brands can lay claim to, and expresses the benefits of doing business with you over your competitors. It should be the nucleus around which you build most of your brand communications and should be integrated throughout most of your brand's promotional, marketing and advertising operations. It tells your customers what really makes your brand different, better and special. Most importantly, it should be the sentence your customers use to refer their friends to you.
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