Service & Phase: Brand
Brand Phase Chapter 6: Brand Messaging
Deliverable: Unique Value Propositions & Unique Selling Propositions
One of the most important parts of your brand messaging is defining and highlighting your unique value proposition (meaning your company’s “why”) and unique selling propositions (your “what makes you different”). Even beyond your messaging, it’s really the foundation of your business strategy and provides a direct impact on your revenue. Your UVP/USP is one of the core drivers of sustainable growth—creating brand trust, market survival, and increased revenue, especially in competitive or high-stakes industries.
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How Your Unique Value Propositions & Unique Selling Propositions Power Growth
Did you know?
- 68% of consumers say a brand’s UVP strongly influences their buying decision, especially in highly competitive categories.
- Customers with an emotional connection to a brand are 52% more valuable than customers who are simply highly satisfied.
- Over 75% of consumers are willing to switch brands when presented with a compelling, differentiated alternative (a strong USP).
- 86% of buyers are willing to pay more for a better customer experience, which a clear UVP promises to deliver.
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Key Outcomes from Unique Value Propositions & Unique Selling Propositions
When it comes to your marketing, your unique value proposition and unique selling propositions are the key to real, long-term growth:
Give Your Business a Clear Focus
A distinct USP helps your entire company (from sales to customer service) to focus its energy on delivering that specific, unique benefit. This ensures that your customers’ experiences are consistent throughout their journey and that they match your marketing promise.
Stand Out in Any Market
Your UVP and USP are the foundation of your brand identity, giving your business a competitive edge. When your marketing focuses on what you do differently (and better), you’re making sure that customers’ eyes stay on you, especially in competitively priced markets.
Build Brand Loyalty
A consistent UVP creates an emotional connection with your customers because they know you’re delivering on a specific promise. Customers become loyal when they know exactly what to expect (your unique benefit) every time. As time goes on, this loyalty leads to advocacy, where satisfied customers become your brand’s most powerful (and unpaid) marketers.
Why are Unique Value Propositions & Unique Selling Propositions important?
There’s a reason that UVPs and USPs are seen as a core part of branding (and a successful marketing strategy). Identifying and showcasing your business’s unique value proposition and unique selling proposition means:
- Instantly Upping Your Conversion Rates: A clear UVP and USP immediately answer your potential customer’s ultimate question: “Why should I buy this?” This clarity reduces friction and uncertainty, leading to quicker purchasing decisions.
- Better Customer Experiences, Creating Loyalty: Your USP and UVP set the standard for the customer experience, now and in the future. Say your USP is “Exceptional Communication” or “Guaranteed Reliability”; customers will keep coming back for that expected better experience, creating loyalty over time.
- Shining a Light on Your Differentiation: Having a strong USP sets your business apart in a crowded market by providing a competitive advantage. Your competitors may try to copy features or prices, but they can’t easily copy the entire, well-communicated promise of your UVP.
- Get More for Your Marketing Buck: When you focus your messaging based on your UVP/USP, you attract your ideal customer—someone who’s already looking for your specific solution. That means less wasted ad spend (and overall budget).
- Growth That Keeps Going: Having a dialed-in UVP and USP fuels your growth for the long run. From being able to justify premium pricing to lowering the cost of acquiring customers and upping your organic referrals, your business will experience growth in all areas.
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Unique Value Propositions & Unique Selling Propositions Are Part of Our Proven Process
Service & Phase: Brand
Brand Phase Chapter 6: Brand Messaging
Deliverable: Unique Value Propositions & Unique Selling Propositions
Developing your unique value proposition and unique selling proposition is central to our Brand services for a good reason: it’s essential for the sustained growth of your business.
01 | The Purpose of Unique Propositions and Unique Selling Propositions
Identifying and highlighting your UVP and USP creates the foundation for your brand messaging and sets the tone for how your customers perceive you. Our team will develop this core branding to set you apart and keep your customers coming back for more.
Key outcomes:
- Clearer business strategy and alignment
- Enhanced customer loyalty and advocacy
- Better leads and more conversions
- Increased revenue
- Sustained long-term growth
02 |Unique Value Propositions & Unique Selling Propositions Process
The Big Red Jelly team uses industry expertise and deep market research to discover the “why” and the “what” messaging at the heart of your business. Highlighting what is unique to your brand sets you apart, drives loyalty, and keeps your business growing for the long run.
Discover & spread your message:
- Research your business and your customers
- Pinpoint why customers should choose you
- Dig into your differentiators
- Help you build your marketing around your messaging
- Track your results
03 | Unique Value Propositions & Unique Selling Propositions Application
Once we’ve identified your UVP and USP, we help you weave this messaging into your branding everywhere. So when customers see the messaging, they immediately associate it with you, increasing your customer loyalty and increasing your revenue.
Unique Value Propositions & Unique Selling Propositions are a powerful investment for your business
Your branding is built around your messaging for good reason. Discovering your business’s unique value proposition and unique selling proposition is essential for sustained growth:
Pinpoint Your Why
Our team uses our industry expertise to determine what makes your business the solution to your customers’ problems and what will resonate with them most.
Stand Out to Your Customers
Your UVP and USP are the core reasons customers seek you out over and over, becoming advocates and fostering growth. When your customers know to expect a great customer experience (and get it), they’re ready to stick around.
Grow For Good
When your business lives and breathes its unique value proposition and unique selling proposition, you’ll bring in customers who know they want to invest in you. It’s a foundational business strategy that directly boosts your revenue and profitability.
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Businesses that align their value propositions with the buyer journey can see a 22% increase in customer lifetime value over three years.
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Brands with a clear differentiation strategy are 28% more likely to gain market share than those that compete solely on price.
35
Businesses with a clear UVP/USP see 35% lower return rates or service cancellations because customers have realistic expectations.
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Explore more of our award-winning branding services, ready to help your business elevate your brand image and accomplish your long-term business goals.
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09 | Execution & Assets
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02 | Content Research
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02 | Grow Research
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03 | Strategy & Setup
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Meet your Unique Value Propositions & Unique Selling Propositions experts
The Big Red Jelly Brand team is brimming with branding knowledge—especially when it comes to core messaging like UVPs and USPs.
We’re ready to help you achieve your greatest growth by discovering your true differentiator and then spreading that message far and wide to bring you your perfect customers (over and over).
Meet the Team
Why choose the Big Red Jelly team for your Unique Value Propositions & Unique Selling Propositions needs?
If you want to get long-term growth by developing your UVP and USP, the Brand team at Big Red Jelly is excited to partner with you, taking your business to new heights.
We use our deep industry expertise in brand messaging and development to meet your growth goals and beyond. Our in-house, U.S.-based team uses tested, winning strategies to solidify your branding to increase your revenue and keep your growth going for the long haul.
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5 FAQs About Unique Value Propositions & Unique Selling Propositions
What is a UVP, and what's the difference between a UVP and a USP?
When figuring out what a unique selling proposition is, you’ll find the core difference really comes down to scope and focus:
- A UVP (Unique Value Proposition) is the broad, strategic promise of value to the customer (your “Why”). It answers, “Why should a customer choose us over a generic alternative?”
- A USP (Unique Selling Proposition) is the specific, tangible differentiator (your “What”). It answers: “What unique, measurable feature or guarantee do we offer that our competitors don’t?”
How can I find my USP if my product is the same as everyone else's?
Your USP doesn’t have to be about your product itself; it can be about how you deliver the service (or the experience you provide). In fact, it can be best to focus on your operational differences:
- Speed/Convenience: “Guaranteed 30-minute response time.”
- Expertise/Niche: “We only serve high-end residential architects.”
- Guarantee: “Lifetime guarantee on all materials.”
Where should I use my USP and UVP in marketing?
They should be at the core of your marketing strategy. Specifically, they should be:
- In your website headline (above the fold, you don’t want it missed).
- In the tagline or key messaging of every ad campaign (PPC and social).
- On your Google Business Profile and social media bio.
- In the first 30 seconds of any sales conversation.
How does my UVP affect my pricing?
A strong UVP/USP is the justification for premium pricing. If your messaging clearly expresses that your unique offering provides superior value (think less risk, guaranteed outcome, faster service), customers are more willing to pay more for that specialized solution.
Can my business have more than one UVP or USP?
It’s best to have one primary UVP that sits at the core of your brand, guiding your entire strategy. But you can have multiple USPs that apply to different product lines or target different audiences, as long as they each reinforce the overall UVP.
Achieve real, lasting growth when you define and highlight your UVPs and USPs.
Contact our unique value propositions & unique selling propositions experts today.
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