129 Amazing Unique Selling Proposition Examples for Unlimited Clients

by paulchittenden  - September 30, 2023

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129 Amazing Unique Selling Proposition Examples

Your Unique Selling Proposition or (USP) is one of the most important ways to communicate your company's value to your client.

I've analyzed 129 USP's to understand how leading companies are communicating their USP and provided them as examples for inspiration for creating your own.

Later in this article, I'll teach you everything I know about creating an amazing USP.

What makes your company unique?

What is a Unique Selling Proposition?

A Unique Selling Proposition (USP) is your golden ticket.

It's what sets you apart in a crowded market. It speaks directly to your target client. Makes you the go-to choice. Makes consumers pull out their wallet and shell out the big bucks because you're something special. Magical, really.

The magic lies in specificity and resonance. Your USP should speak directly to your target market's pain points and desires.

It's not about you. It's about them.

What Makes a USP Good?

Let's face it. Most USP's are less than average. Okay. Yeah, they suck.

So what makes a unique selling proposition great? Or, amazing even?

A great USP has the following attributes:

  • Clear: No jargon. Speak their language.
  • Concise: Economy of words. The shorter, the stickier.
  • Unique: If your competitors can say it, it's not your USP.
  • Specific: "The best" is too vague. "America's #1" is better.
  • Customer-Oriented: Solve a problem or satisfy a need.
  • Credible: Can you prove it?
  • Memorable: Make it catchy. Rhyme and rhythm help.

Besides these attributes, a great USP has to make you feel something - a connection, or a sense that your business is going to deliver on its promise.

I call these themes. And I've found 17 of them.

The 17 Unique Selling Proposition Themes

After analyzing 129 USP's from leading companies across 10 different industries, I found that great USP's touch at least 1 of 17 themes:

Emotional Connection

Connects with the user eliciting a strong emotion such as joy, wonder, relief, nostalgia, etc.

Think Disney's "The Happiest Place on Earth"

Lifestyle or Identity

Connects on a higher level than pure emotional connection. This connects with the person's way of life or personal identity.

Harley Davidson's "American by Birth, Rebel by Choice" nails it.

Simplicity

Simplicity makes life easier. It transforms a difficult task into a piece of cake. I've also grouped time saving into this category.

Edward Jones' "Making sense of investing." takes an impossibly difficult task (investing) and makes it simple.

Outcome

This is a brand promise. You will get a particular outcome. Guaranteed.

FedEx's "When it absolutely positively has to be there overnight." is one of the most memorable along with Domino's "30 minutes or less" pledge.

Health & Fitness

Health & Fitness USP's prioritizes the universal principal of your wellbeing.

Whole Foods' "America's Healthiest Grocery Store" is a fantastic example.

Societal Impact

Beyond the product, it's about changing the world for the better. It's a mission for good..

TOMS shoes' "With every product you purchase, TOMS will help someone in need." uses this strategy perfectly.

Quality

Superior materials, superior results. This is all about the ingredients, the workmanship, and the guarantee of quality goods and services.

RX Bar's "No B.S." clearly shows they only use top quality ingredients.


Category Leader

 This is a simple but bold claim that you are the leader in the market. You better be able to back it up.

HBO's "it's not TV, it's HBO" shows they are in a league of their own.

Opportunity

Oh the possibilities. Offers a chance for something more, often wealth or status.

LinkedIn's "Connect to Opportunity" is a great play on words and exhibits what it can do for your career.

Customer First

The customer is king. The customer is always right. You know the drill.

No one has done this better than Zappo's "Powered by Service". They live and breathe customer service.

Luxury / Status

It’s not just a product; it's a status symbol. Mere ownership shows others your someone special.
 
Rolex's "A Crown for Every Achievement" emmodies this.

Affordability

Low cost, but not low value. For the price conscious consumer.

Dollar Shave Club's "Shave time, Shave money." is a good example.

Expertise / Specialization

They're the pros. You can trust them. They dominate an entire industry, or go very niche.

Lincoln Electric's "The Welding Experts" dominates welding, where DryBar's "No cuts. No color. Just Blowouts." goes niche.

Reliability / Performance

It works, and it works well. This is a product that does it jobs and will last.

Trane’s “It's Hard To Stop A Trane" is a prime example.

Heritage / Trust

Heritage and trust relies on the staying power of the business. Hard to argue with a business that has been doing it for over 100 years.

Davey Tree's "Your trusted tree and lawn care company since 1880." is a prime example. I mean, how do you argue with that?

Extreme Niche

Goes beyond a simple promise or outcome. This is the extreme outlier. The one and only. The almost too crazy to be true.

Death Wish Coffee's "The World's Strongest Coffee." tells you exactly what it is and who it is for.

Security

Your data, your assets, your peace of mind. For when security is everything.

PayPal's "The safer, easier way to pay online." highlights security as the main feature.

Great USP's truly connect on at least one of these 17 themes. 

Disney's "The Happiest Place on Earth" really tugs hard on emotional appeal.

FedEx's "When it absolutely, positively has to be there overnight." is a stellar example of the outcome theme.

Both USP's are best in class utilizing a single theme, and I wouldn't change a thing about them.

But the best USP's touch on multiple themes at once.

For example, Rolex's "A Crown for every achievement." hits on three themes: 

  • Emotional Connection
  • Luxury / Status
  • Lifestyle & Identity

In 5 words, Rolex was able to touch three different connections for their ideal client - a thing of beauty.

Distribution of USP Themes

Below, you will find a distribution of the USP themes utilized by the 129 companies studied.

You may notice that there are more than 129 themes represented in the chart below. This is because many of USP examples utilized multiple themes in their USP, connecting with their client in multiple ways.

The Emotional Connection, Lifestyle & Identity, and Simplicity themes are the most highly represented themes in the sample data, but as a caveat, it is a small sample size.

Still, it gives us some good indicators on top themes that should be considered when designing your own USP.

Unique Selling Proposition Theme Distribution Chart

Cool. So now that you know the basics, let's get into the examples. Then, I'll show you exactly how to create your very own USP.

Table of Contents: USP Examples

Tech Company Unique Selling Proposition Examples

Tech Company USP Examples
Tech Company USP Themes

By nature, consumer tech software companies generally focus on simplifying the difficult, so we see a clear domination of the Simplicity theme in 46.6% of our tech company unique selling proposition examples.

After Simplicity, the next theme is determined by the goal the company is trying to solve:

Mint & Paypal on the other hand do not focus on the goal, but more on their client's biggest fear and hurdle in using their software, security.

Tech Company USP examples:

PayPal


"The safer, easier way to pay online."


Why is it a good USP?


Online payments can be scary. PayPal's USP directly addresses primary customer concern: security.

LinkedIn


"Connect to opportunity."


Why is it a good USP?


Pitches the platform not just for connections, but the professional opportunities those connections can lead to.

Uber


"Get there: Your day belongs to you."


Why is it a good USP?


More than just transportation; it's about empowerment and ownership of one’s time.

Headspace


"Meditation made simple."


Why is it a good USP?


Attracts people looking for mental well-being but who may be intimidated by traditional meditation practices. Simple yet deeply resonant.

Mint


"See your money in a new light."


Why is it a good USP?


Promises a fresh, simplified perspective on managing finances.

TurboTax


"Taxes done smarter, together."


Why is it a good USP?


Presents taxes – often daunting – as a collaborative, more intelligent effort.

Slack


"Where work happens."


Why is it a good USP?


Places the platform at the center of modern workflow and collaboration.

Shopify


"Make commerce better for everyone."


Why is it a good USP?


Broadens the appeal, not just for store owners but for their customers as well.

Zoom


"Meet happy."


Why is it a good USP?


Simplifies the benefit of their service – happier, hassle-free virtual meetings.

Salesforce


"Success. Not software."


Why is it a good USP?


Pivots the focus from the tool to the goal. It tells you they're about boosting your success, not just selling software.

DropBox


"Your stuff, anywhere."


Why is it a good USP?


Simplifies the advantage of cloud storage - accessibility regardless of location.

Amazon


"Earth's biggest selection."


Why is it a good USP?


Showcases the vastness of their offering and positions them as the top dog in retail.

WhatsApp


"Simple. Secure. Reliable messaging."


Why is it a good USP?


Distills the app’s benefits into three clear words, emphasizing its core values.

ServiceTitan


"Software Built for the Trades"


Why is it a good USP?


Laser-focused, telling you it's custom-built for specific industries. It's not one-size-fits-all; it's tailored.

Airbnb


"Belong anywhere."


Why is it a good USP?


Goes beyond just a place to stay, offering an inclusive, homely experience.

 Personal Care & Beauty Company Unique Selling Proposition Examples

Personal Care & Homegoods Company USP Examples
Personal Care & Beauty Company USP Themes

The themes we see in Personal Care & Beauty USP examples are a bit more spread out.

Quality of ingredients is a dominant theme represented in 41.6% of our examples.

It is easy to see how Emotional Connection and Health & Wellness connect with consumers, but there are some other interesting themes we find:

Gillette's "The best a man can get." and L'oreal Paris' "Because you're worth it." USP's are beautiful examples of playing off the psyches of their respective audience.

Personal Care & Beauty Company USP examples:

Gillette


"The best a man can get."


Why is it a good USP?


Combines product quality with male aspiration, creating a memorable connection.

Dollar Shave Club


"Shave time. Save money."


Why is it a good USP?


A clever play on words that showcases both convenience and affordability.

Lush


"Fresh homemade cosmetics."


Why is it a good USP?


Focused on freshness and handcrafted quality, which sets them apart in the cosmetic world.

Drunk Elephant


"Clean-Compatible Skincare."


Why is it a good USP?


Cuts through the clutter, promising skincare that's both clean and effective. It's niche but speaks volumes.

L'Oréal Paris


"Because you're worth it."


Why is it a good USP?


It elicits an emotional appeal targeting self-worth and confidence.

Chanel No. 5


"A promise of beauty."


Why is it a good USP?


Positions the fragrance as a timeless, alluring classic.

The Art of Shaving


"A brotherhood of shaving."


Why is it a good USP?


Provides an elite, exclusive feel to the grooming routine, elevating it to an art form.

Head & Shoulders


"You get rid of dandruff"


Why is it a good USP?


Directly addresses the issue and solution of dandruff.

Burt's Bees


"Nature in our hands."


Why is it a good USP?


Emphasizes the natural, organic ingredients they use in their products.

Johnson's Baby Shampoo


"No more tears."


Why is it a good USP?


It hits home with parents – promising gentle care for their babies.

Nivea


"Feel closer."


Why is it a good USP?


Moves beyond skin benefits to evoke emotional connections.

Khiel's


"Since 1851, Natural Ingredients, Clinically Proven."


Why is it a good USP?


Blends tradition with science, reassuring customers their products are both natural and effective. It's trust-building.

Food & Beverage Company Unique Selling Proposition Examples

Food & Beverage Company USP Examples
Food & Beverage Company USP Themes

Nearly 39% of our Food & Beverage USP examples include the use of the Emotional Connection theme.

Not surprising. Food is an emotional choice. 

My favorites in this category are the two Extreme Niche brand USP's: Death Wish Coffee's "The world's strongest coffee." and Imperfect Food's "Ugly produce. Delivered."

Death Wish Coffee has nailed their ideal client. Anyone looking for a the strongest coffee knows exactly who to choose.

Ugly Produce is just plain fun. They deliver perfectly good produce that doesn't meet grocery store standards in the looks department.

Still, we see a wide variation of themes food and beverage space:

I can't help but mention Domino's "30 minute or less, or its free." campaign which catapulted the brand to success.

Food & Beverage Company USP examples:

Dunkin'


"America Runs on Dunkin'."


Why is it a good USP?


Positions as an essential, daily ritual for many.

Domino's


"You get fresh, hot pizza delivered to your door in 30 minutes or less, or it's free."


Why is it a good USP?


Guarantees speedy delivery with quality.

Deathwish Coffee


"The world's strongest coffee."


Why is it a good USP?


Bold. To the point. Directly targeted to the coffee drinker who is looking for a Deathwish with their caffeine intake. 

Heineken


"Open your world."


Why is it a good USP?


Connects the act of enjoying beer with broadening horizons and experiences.

McDonald's


"I'm Lovin' It."


Why is it a good USP?


A memorable, catchy jingle that associates the food with positivity and enjoyment.

KFC


"Finger lickin' good."


Why is it a good USP?


Conveys taste and satisfaction in a memorable, casual phrase.

Ben & Jerry's


"Peace, Love & Ice Cream."


Why is it a good USP?


Aligns the brand with positive societal values, making it more than just a dessert choice.

M&M's


"Melts in your mouth, not in your hand."


Why is it a good USP?


Highlights a unique product feature that solves a common chocolatey mess.

Dogfish Head


"Off-centered ales for off-centered people."


Why is it a good USP?


Celebrates individuality and hints at the unique flavors they bring to brewing.

Chipotle


"Food with integrity."


Why is it a good USP?


Positions itself as ethically sound in the fast-food industry, emphasizing fresh and ethical sourcing.

Keurig


"Brew the love."


Why is it a good USP?


Emphasizes the emotional aspect of brewing a cup of coffee. It's more than a drink; it's an experience.

Imperfect Foods


"Ugly produce. Delivered."


Why is it a good USP?


Embracing imperfections and reducing waste.

Chobani


"Only natural ingredients."


Why is it a good USP?


Speaks to the health-conscious consumer looking for clean, natural products.

Godiva


"Every piece is precious."


Why is it a good USP?


Elevates chocolates to luxury status, ensuring quality in each bite.

Barefoot Wine


"Get Barefoot and Have a Great Time!"


Why is it a good USP?


Approachable, fun, and a clear departure from traditionally "stuffy" wine brands.

Coca-Cola


"Open happiness"


Why is it a good USP?


Ties the act of consuming the product to a universally desired emotion.

RXBar


"No B.S."


Why is it a good USP?


Direct and candid. Emphasizes clean, straightforward ingredients by being forthright in its messaging.

Twining Teas


"Gets you back to you."


Why is it a good USP?


A calming promise, positioning tea as a return to self and relaxation.

Fashion & Sportswear Company Unique Selling Proposition Examples

Fashion & Sportswear Company USP Examples
Fashion & Sportswear Company USP Themes

In our Fashion & Sportswear USP examples, we not only move from just an Emotional Connection but to connecting with the consumer's Lifestyle and Identity. 58% of our fashion and sportswear unique selling propositions featured the Lifestyle / Identity theme.

I'm not surprised. There is a reason Nike sneakers can sell for more than $20k a pop. The brand is truly ingrained into the buyer's identity

A great example of utilizing a different theme is seen in TOMS Shoes. Their USP, "With every shoe you purchase, TOMS will help someone in need." utilized the Societal Impact theme to great effect. Clients loved the shoes and the feeling of helping those in need. 

Fashion & Sportswear Company USP examples:

Nike


"Just do it."


Why is it a good USP?


A rallying cry for action, associating the brand with determination.

Under Armour


"The only way is through."


Why is it a good USP?


A mantra that speaks to perseverance and determination, aligning with athletic aspirations.

Lululemon


"Elevating the World from Mediocrity to Greatness."


Why is it a good USP?


Aims high, connecting their athletic wear to a grander mission of global improvement. It's aspirational and inspiring.

Allbirds


"The world’s most comfortable shoes, made naturally."


Why is it a good USP?


A dual promise of comfort and sustainability.

Tiffany & Co.


"Elegance. With a wild side"


Why is it a good USP?


The mix of tradition with a hint of modern edge.

Rolex


"A crown for every achievement."


Why is it a good USP?


Merges the product with a sense of accomplishment.

De Beers


"A diamond is forever."


Why is it a good USP?


 Associate their product with timeless commitment.

TOMS


"With every product you purchase, TOMS will help someone in need."


Why is it a good USP?


Aligns purchase with a social cause, adding value beyond the product.

Ray-Ban


"Never hide."


Why is it a good USP?


Advocates authenticity and confidence, values intrinsic to brand identity.

The North Face


"Never stop exploring."


Why is it a good USP?


A call to adventure that resonates with their target audience's lifestyle.

L.L. Bean


"Made for the shared joy of the outdoors."


Why is it a good USP?


Connects products to experiences and memories outdoors.

Dr. Martens


"Made like no other shoe on earth."


Why is it a good USP?


Emphasizes uniqueness and durability, aligning with the brand’s rebellious image.

Retail & E-commerce Company Unique Selling Proposition Examples 

Retail & Ecommerce Company USP Examples
Retail & E-Commerce Company USP Themes

Our Retail & E-Commerce USP examples are a bit different We have an even 16.6% split with the Affordability, Lifestyle & Identity, and Emotional Connection themes.

This variety is evidenced by the fact that retail and e-commerce can be very niche. Each niche has a different client it is trying to attract. 

  • Warby Parker = Luxury + Affordability (an oxymoron that works)
  • Zappos = Customer First (and famously I might add)
  • Planet Fitness = Emotional Connection (but the exact opposite of what you might think when it comes to gyms)

These examples show many different ways to connect with clients leading to some truly great inspiration!

Retail & E-Commerce Company USP examples:

Hello Fresh


"Fresh ingredients. Step-by-step recipes. Delivered to your door."


Why is it a good USP?


Easy breakdown of the brand promise and service for immense clarity.

Planet Fitness


"The judgement free zone."


Why is it a good USP?


Welcoming atmosphere for beginner's who fear judgment from avid gym goers.

Moleskin


"The legendary notebook."


Why is it a good USP?


Bestows an air of timelessness, history, and reliability.

Michael's


"Where creativity happens."


Why is it a good USP?


Positions the store as a hub for creative endeavors, making it a go-to for all craft needs.

Zappos


"Powered by service."


Why is it a good USP?


Shifts the focus from the products to the outstanding customer service they provide.

Warby Parker


"Designer eyewear at a revolutionary price."


Why is it a good USP?


It directly challenges the traditionally high prices of designer eyewear, making style accessible.

REI


"A life outdoors is a life well lived."


Why is it a good USP?


Appeals to emotional aspirations of outdoor enthusiasts.

Total Wine & More


"America’s Wine Superstore®"


Why is it a good USP?


Suggests vast selection and leadership in the market.

Sephora


"Beauty is yours to create."


Why is it a good USP?


Empowers the consumer, making beauty personal and creative.

Best Buy


"Expert service. Unbeatable price."


Why is it a good USP?


Pairs the assurance of expertise with value for money.

Chewy


"For pets and the people who love them."


Why is it a good USP?


Creates an emotional connection by including both pets and their owners in the brand promise.

Bad Ass Work Gear


"The toughest gear for the toughest men."


Why is it a good USP?


Positions it's gear as being the toughest and most durable while aligning itself with the target customer base.

Whole Foods


"America’s Healthiest Grocery Store."


Why is it a good USP?


Puts an emphasis on health and quality positioning the brand as an outlier.

1-800-Flowers


"Flowers are our passion."


Why is it a good USP?


Prioritizes genuine care and expertise in floral arrangements.

Home Depot


"More saving. More doing."


Why is it a good USP?


Promises both financial savings and the fulfillment of completing projects for doers.

Claire's


"Where Getting Ready is Half the Fun."


Why is it a good USP?


Taps into the excitement of dressing up, not just the products. It's relatable and adds an emotional layer.

Nerdwax


"Stop Slipping Glasses."


Why is it a good USP?


 Hits a specific pain point for glasses wearers in just three words. It's targeted, relatable, and offers an instant fix.

Squatty Potty


"Healthy elimination elevated."


Why is it a good USP?


Makes a bathroom taboo subject approachable and humorous.

Service Business Unique Selling Proposition Examples 

Service Company USP Examples
Service Company USP Themes

Again, we see three themes (Outcome, Customer First, and Simplicity) with a 20% split in our Service Company USP examples.

I was surprised to see affordability pop up as a Service Company theme, but Aspen Dental does a nice job with their USP, "Dentures made affordable."

FedEx has an absolute gem of a USP with their: "When it absolutely, positively needs to be there overnight.

Service Company USP examples:

BrightView


"We make the view bright."


Why is it a good USP?


Positive, results-focused statement.

Turner Construction


"Building the future."


Why is it a good USP?


Positions as forward-thinking and progressive.

FedEx


"When it absolutely, positively has to be there overnight."


Why is it a good USP?


Communicates reliability and timeliness, vital in the delivery business.

Mayo Clinic


"The needs of the patient come first."


Why is it a good USP?


Patient-focused, emphasizes care over profits.

Two Men & a Truck


"Movers who care."


Why is it a good USP?


Humanizes the brand, promises gentle handling of possessions.

Jiffy Lube


"Leave Worry Behind®."


Why is it a good USP?


Ease, peace of mind, quick service.

DryBar


"No cuts. No color. Just blowouts."


Why is it a good USP?


Clear focus on one service, promising expertise.

 Athletico Physical Therapy


"Better for every body."


Why is it a good USP?


Clever wordplay showing that their physical therapy will improve the body of everyone.

Roto-Rooter


"And away go troubles down the drain."


Why is it a good USP?


Clear visual of problem-solving without the mess.

 The Joint Chiropractic


"Improve your quality of life."


Why is it a good USP?


Positions their service as transformative, not just corrective.

Merry Maids


"Relax. It’s done."


Why is it a good USP?


Assurance of thoroughness and peace of mind.

Aspen Dental


"Dentures made affordable."


Why is it a good USP?


Highlights affordability in a typically expensive industry.

Davey Tree


"Your trusted tree and lawn care company since 1880."


Why is it a good USP?


Stresses heritage, longevity, and trust. A tree company that has been around since the 1880's must be good!

Best Friends Pet Care


"Where pet care is personal."


Why is it a good USP?


Highlights individualized attention and care.

Edward Jones


"Making sense of investing."


Why is it a good USP?


Simplifies a complicated topic for the layperson.

Consumer & Home Goods Company Unique Selling Proposition Examples

Consumer and Homegoods Company USP Examples
Consumer and Home Goods Company USP Themes

For our Consumer and Homegoods USP examples, we see three themes with 20% representation each: Category Leader, Lifestyle / Identity, and Emotional Connection.

Mr. Clean and Tide both go the Category Leader route and stand by their claim. Category Leader is one of the tougher themes to manage because you must be able to back it up. 

A few of the more interesting themes:

Consumer & Home Goods Company USP examples:

Anker


"America's leading USB charger brand."


Why is it a good USP?


Positions themselves as the authority in the niche.

GoPro


"Be a HERO."


Why is it a good USP?


Ties product usage to adventure and heroism, not just video recording.

Canon


"Delighting you always."


Why is it a good USP?


Portrays a brand promise of consistent customer satisfaction.

Sonos


"The home sound system: A smart network of wireless speakers."


Why is it a good USP?


Fuses quality sound with the convenience of wireless tech - no messy wire running.

Method


"Powerful cleaning comes naturally."


Why is it a good USP?


Merges efficacy with environmentally conscious messaging.

Tide


"If it's got to be clean, it's got to be Tide.."


Why is it a good USP?


Demonstrates the the main benefit of the product while establishing itself as the #1 product in the category.

Craftsman


"Made to make."


Why is it a good USP?


Celebrates creation and the act of building.

LEGO


"Rebuild the world."


Why is it a good USP?


Encourages creativity and change, appeals to both kids and adults.

Dyson


"The only vacuum cleaner that maintains 100% suction all of the time."


Why is it a good USP?


Directly addressing a common issue with competitor products and reliability of Dyson.

Le Creuset


"For nearly a century, Le Creuset premium cookware has been trusted in kitchens around the world."


Why is it a good USP?


Stresses heritage, trust, and long-lasting quality.

Montblanc


"Craftsmanship at the pinnacle of culture."


Why is it a good USP?


Portrays a brand promise of consistent customer satisfaction.

Fitbit


"Find your fit."


Why is it a good USP?


Encourages a personalized fitness journey, rather than a one-size-fits-all approach.

Mrs. Meyer's


"Rooted in goodness."


Why is it a good USP?


Emphasizes natural origins and purity, appealing to eco-conscious consumers.

Sensodyne


"Clinically proven relief and daily protection for sensitive teeth."


Why is it a good USP?


Positions the product as both an immediate solution and a preventive measure.

Mr. Clean


"There's no clean like Mr. Clean."


Why is it a good USP?


Differentiates from other cleaning products by personalizing the brand.

Industrial & Machinery Business Unique Selling Proposition Examples

Industrial and Machinery Company USP Examples
Industrial and Machinery Company USP Themes

The Societal Impact theme was represented in 33.3% of our Industrial & Machinery Company USP examples.  At first I was surprised to see this, but it it is understandable given that these 3 are humongous transformational companies like 3M, Waste Management, and Evoqua.  

The Quality and Reliability / Performance Themes are present in Caterpillar, Trane, and John Deere which makes sense for industrial machinery.

Industrial & Machinery Company USP examples:

Trane


"It's Hard To Stop A Trane."


Why is it a good USP?


Zeroes in on durability and reliability. It assures you that once a Trane system is up and running, it's built to last.

Lincoln Electric


"The Welding Experts."


Why is it a good USP?


Zeroes in on expertise, making them the go-to choice for welding. It's clear, concise, and credible.

Mueller


"Quality. Commitment. Service."


Why is it a good USP?


A trifecta that hits the mark—quality products, committed teams, and stellar service. Simple yet impactful.

3M


"Science. Applied to Life."


Why is it a good USP?


Connects complex science to everyday life, implying their innovations make your life better. Smart and relatable.

Waste Management


"Thing Green."


Why is it a good USP?


Differentiates trash companies in a pivot to sustainable, eco-conscience branding. Plus, their trucks are green.

Caterpillar


"Built for it."


Why is it a good USP?


Strong and direct, implying durability and reliability without fluff. It aligns perfectly with brand image.

John Deere


"Nothing Runs Like a Deere."


Why is it a good USP?


Catchy and speaks to product quality, implying unrivaled performance in machinery. It's memorable and confident.

Siemens


"Ingenuity  for life."


Why is it a good USP?


It indicates that they create opportunities for improved living, healthcare, infrastructure, and more.

Evoqua


"Transforming Water. Enriching Life."


Why is it a good USP?


Goes beyond water treatment to life enrichment, linking essential resources to quality of life in a compelling way.

Media & Entertainment Company Unique Selling Proposition Examples

Media & Entertainment Company USP Examples
Entertainment and Media Company USP Themes

44.4% of our Entertainment & Media Company USP examples utilized the Emotional Connection Theme. Nintendo's "Experience the joy of play." is a great example of this theme.

I really enjoyed HBO's use of the Category Leader theme in their USP: "It's not TV, it's HBO."

One of my favorite Entertainment & Media Company USP's is Draft King's "Make it reign." The play on words positions them as the "King" of sports betting while also hitting on the opportunity of winning big. Make it rain!

Entertainment & Media Company USP examples:

Netflix


"See what's next."


Why is it a good USP?


Creates intrigue and emphasizes constant content updates.

HBO


"It's not TV, it's HBO."


Why is it a good USP?


Differentiates itself as a premium, distinct experience compared to regular TV.

Marvel Comics


"Where the Marvel Universe Lives."


Why is it a good USP?


Taps into the expansive, interconnected world that Marvel has built across its comic books, movies, and TV shows. 

Nintendo


"Experience the joy of play."


Why is it a good USP?


Zeroes in on the pure, emotional benefit of their products—joy. 

Draft Kings


"Make it reign."


Why is it a good USP?


Clever play on words conveys the thrill, potential glory, and the hope of winnings of sports betting

YouTube


"Broadcast Yourself."


Why is it a good USP?


 Encapsulates the democratization of media—anyone can become a broadcaster.

Disney


"The Happiest Place on Earth."


Why is it a good USP?


It's an emotional promise that has kept people coming back for generations.

Spotify


"Music for everyone."


Why is it a good USP?


Promotes inclusivity and universal access, regardless of user's musical taste.

The Economist


"Arm yourself with understanding."


Why is it a good USP?


Makes the act of reading their publication akin to preparing for a battle, a way to power oneself with knowledge.

Automotive & Transport Company Unique Selling Proposition Examples 

Automotive & Transport Company USP Examples
Automotive & Transport Company USP Themes

Unsurprisingly, most automaker themes center around the Lifestyle / Identify theme. The vehicle you drive is insanely personal. Just ask a Jeep driver.

The Expertise theme is represented by Airbus & Rolls-Royce. Obviously, we expect our planes to be expertly engineered so our planes do not crash and the ultimate luxury car to be a perfect feat of engineering and design.

One of my favorite Automotive and Transport Company USP's is Harley Davidson's "American by Birth. Rebel by Choice." I guarantee you no other brand has connected so well with their audience as evidenced by 1000's of Harley Davidson tattoos sported by Harley riders.

Automotive & Transport Company USP examples:

Harley Davidson


"American by Birth. Rebel by Choice."


Why is it a good USP?


Captures the essence of the brand—freedom, rebellion, and Americana—all in one.

Airbus


"We make it fly."


Why is it a good USP?


Clear and powerful, emphasizing their expertise in aviation. It instills confidence and speaks directly to their skill.

Rolls-Royce


"Strive for Perfection in Everything You Do."


Why is it a good USP?


Captures its essence of luxury and excellence, setting high standards that resonate with its elite customer base.

Boeing


"Connect, Protect, Explore and Inspire the World through Aerospace Innovation."


Why is it a good USP?


Elevates the brand beyond planes to global impact through aerospace innovation, aligning with grand, inspiring goals.

Tesla


"Accelerate the World's Transition to Sustainable Energy."


Why is it a good USP?


Elevates the brand beyond just cars or products, framing them as a leader in the shift towards sustainability.

Hertz


"We're Here to Get You There."


Why is it a good USP?


Nails customer needs: convenience and reliability. It's not just about car rental, but getting you to your destination.

How to Create the Perfect Unique Selling Proposition for Your Business

Rocket Your AOV


Now that we understand USP themes and have seen 129 examples of great USP's, you are armed with the information to craft your very own Unique Selling Proposition.

I'll take you through my very own 5 step USP generating process.

Step 1:  Assess Your Business & Competitive Market

Assess Your Business and Competitive Market


The secret to creating a truly great unique selling proposition is in understanding your clients, and exactly why they should buy from you.

To help with this, ask yourself these questions:

  1. Who is your ideal client? What do they need?
  2. What about your business is unique?
  3. What benefits do you provide your clients? Which of these stands out above others?
  4. What do your competitors do better than you?
  5. Anything you can improve on?

Thinking through these questions will help you understand what sets your business apart from others in the market.

Step 2:  Add Your USP Themes

Add Your USP Themes

Now, let's take your most unique benefit or benefits from the questions above and start thinking about your USP in terms of themes. Remember, there are a total of 17 USP themes that are commonly used by the top companies in the world.

Here they are again for ease of scrolling.

USP Theme List

  • Emotional Connection
  • Lifestyle / Identity
  • Simplicity
  • Quality
  • Outcome
  • Extreme Niche
  • Health & Wellness
  • Societal Impact
  • Expertise
  • Category Leader
  • Opportunity
  • Security
  • Reliability / Performance
  • Heritage / Trust
  • Customer First
  • Luxury / Status
  • Affordability

Rank your business in each theme in order.

For example, let's say you own an auto repair shop. Your top 4 themes may be:

  1. Quality
  2. Emotional Connection
  3. Heritage
  4. Outcome

Step 3:  Match Your Unique Benefits to Your Themes

Match Themes to Unique Benefits

Let's continue with the auto repair shop example. 

Let's say our shop has been open in our community for 50 years (Heritage Theme) We believe in top quality (Quality Theme) work while being completely honest (Emotional Connection Theme). We'll treat you and your vehicle like we would  our own Mother (Outcome Theme).

Now we have two options:

  1. Narrow it down to a single theme and benefit, and create a short catchy USP.
  2. Stack themes for greater impact.

Step 4:  Stack Themes if You Can

Stack Unique Selling Proposition (USP) Themes

The best USP's hit multiple themes at once. This can be extremely difficult to do.

When done correctly it is a beautiful thing.

For our auto repair shop, we'll try to stack our top 4 themes in our USP:

Auto Repair Shop USP Example


"The most trusted company in "YOUR TOWN" for quality auto repairs, ensuring your family's safety for over 50 years."


Theme Stacking


Emotional Connection + Quality + Outcome + Heritage

For our auto repair shop, we were able to stack 4 themes into one single USP.

Note that this USP is longer than our example USP's, but that's okay, especially for local service businesses because you do want to be more specific (like adding in the specific location you serve.

In fact, I would prefer to have a longer USP if it truly communicates your unique selling proposition and brand promise.

However, the larger your business grows, the more precise your USP should become, as long as it clearly communicates the brand promise and unique value.

Step 5:  Refine Your USP

Refine Your Unique Selling Proposition

Here we'll take our long USP and refine to its best and simplest form. This can be done now or over the course of years.

Let's take our auto repair shop example once again:

Auto Repair Shop USP Example


"The most trusted company in "YOUR TOWN" for quality auto repairs, ensuring your family's safety for over 50 years."

If Trust & Quality are our most compelling unique benefits over our competitors, and we only added "ensuring your family's safety" to hit on the Outcome theme, we could remove "ensuring your family's safety" to further refine our USP.

Our USP would now look like this:

Auto Repair Shop USP Refinement #1


"The most trusted company in "YOUR TOWN" for quality auto repairs for over 50 years."

This flows a bit better, and while we've removed the Outcome theme, the Quality theme already insinuates a good outcome. No harm here.

But, what if our little auto repair shop is growing? We're in more towns. Multi-state even! 

Location doesn't matter as much anymore as we can no longer be the center point of just want community or state. In this case we can take out the location.

Auto Repair Shop USP Refinement #2


"The most trusted company for quality auto repairs for over 50 years."

Maybe we start to think. We don't just want to be a company. We want to be seen as experts.

We do have the best trained technicians.

So, we're going to change "company" to "automotive experts" to add in the Expertise theme.

Now, here is something cool. I want to make one more slight adjustment. By adding just one word, "delivering," we can add back the Outcome theme in a very fluid and cohesive way.

So, here is our final result.

Auto Repair Shop USP Refinement #3


"The most trusted automotive experts delivering quality auto repairs for over 50 years."


Theme Stacking


Emotional Connection + Expertise Quality + Outcome + Heritage

With our latest revision, we're now hitting on 5 themes: Trust, Expertise, Outcome, Quality, and Heritage. Not too bad.

Similarly, your USP should go through a revision process both during creation and throughout the life of your company as it grows and transforms.

Now It's Your Turn

I hope these USP examples have inspired you to power up your company with a jaw dropping USP.

A great unique selling proposition will show your clients exactly what you stand for and why they should choose you.

Maybe one day you'll be an example yourself.

What's your favorite USP? Let me know in the comments.

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paulchittenden

I help successful entrepreneurs and small business owners discover and implement the growth strategies that will make the largest impact on their business in record time.

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