More USP Analysis Templates and Examples

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Value Net Model Template

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Unique Selling Proposition Analysis

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SWOT Analysis for Situation Analysis

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Competitor Profile Template

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Porter's Five Forces Analysis

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Guide and Best Practices

Your unique selling proposition highlights what sets you apart from your competition, or how your product or service is different from and better than that of your competitors. It’s an important component of the business plan and helps with creating your marketing message and with branding efforts. The USP analysis refers to the process by which you analyze and identify factors that set your business, product or service from that of your competitors and develop a unique identity that will give you a competitive edge.

How to Conduct a USP Analysis

  • The first step of conducting a unique selling proposition analysis is to define your target audience. Create a buyer persona of your ideal customer to understand what their biggest problems are, the solutions they are looking for, and factors that influence their purchase decisions.
  • The next step is to understand the core values that define your brand. This includes factors such as organizational goals, objectives, values, core competencies, and mission.
  • Conduct a competitive analysis to identify who your competitors are and what their core values, objectives, target market, marketing strategies, and their USP are.
  • Once you have gathered enough information about your competitors, compare yourself against your competitors. For a more effective output, view your company from the perspective of a customer during the comparative analysis. This will help you understand how your offering differentiates itself from the competition.
  • Based on what you have learnt about your customers and their needs, your core values, and competitors and what sets you apart from them, brainstorm with your team to come up with ways to address customer needs uniquely to stand out in the market. You can perhaps address a customer need that hasn’t been addressed before or exploit a marketing strategy that none of your competitors have yet tried.
  • By the end of the brainstorming session, you should have a unique selling proposition that you can associate with all aspects of your business, hence making it what your customers remember you by.
  • To create a more effective USP, avoid being generic and be more specific (provide a reason for claiming why you are the best), avoid highlighting your product features and rather highlight how your product brings value to the customer, and make your USP the basis of all your marketing and business process instead of using it merely as a tagline.

More templates and visual ideas for competitive analysis

Product Roadmap Template

Product Roadmap Template

Strategic Group Map

Strategic Group Map

Perceptual Map for Competitive Analysis

Perceptual Map for Competitive Analysis

B2B Buyer Persona

B2B Buyer Persona

Customer Journey Map

Customer Journey Map

Value Proposition Canvas Example

Value Proposition Canvas Example

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