Unique Value Proposition: A Comprehensive Guide(2021)

Marketing is a critical domain and includes many concepts that you need to learn and digest. Understanding the Unique Value Proposition is essential to make your brand stand out from the crowd.

The UVP emphasizes the value your brand focuses on. It also explains how your brand goes that extra mile to satisfy the desires of your customers. Taking your brand to the next level is all about convincing your prospects about what value you add to their lives.

Along with the impressive digital presence and innovative products and services, creating the best-suited UVP is crucial to attracting the target audience in the long run.

A well-designed UVP plays a vital role in creating an emotional bond with the customers, letting them know how your brand solves their practical issues.

Table of Contents

Let us try to analyze the UVP meaning and how to create one as per your brand-specific needs:

1. What is the Unique Value Proposition?

Let us try to define Unique Value Proposition in simple terms. Unique Value Proposition (UVP), also known as Unique Selling Proposition (USP) popularly, is a clear statement that describes the benefits of your products or services. Your UVP should explain how you resolve the customers’ issues and how your offering is better than the competitors.

While analyzing UVP meaning, it is significant to understand the difference between the features of your products or services and the benefits of your products or services clearly. Your Unique Value Proposition must bring the merits of your offerings to the limelight and not the features.

The difference between the features and benefits of what you offer:

The difference lies in the answers to questions: ‘what?’ and ‘why’.

The features of your offering describe what your product is, what your product has, and what it does. So, those are the specifications or characteristics of your products.

However, the benefits describe what the customers can get by using your product. Thus, the benefits derive from relatability. The advantages create a positive emotional impact on the minds of your target audience.

The features provide the technical details of your products. And, the benefits describe the positive change your products bring to your prospects’ lives.

So, describe the superiority of your offerings through the Brand’s Unique Value Proposition. Communicate the benefits crisply. Your UVP should keep the value-addition you make to customers’ lives as the point of focus.

2. What should a Value Proposition include?

Your target audience needs precise answers to some queries to help them decide why they should work with you.

Your UVP should ideally include brief answers to questions like:

  • Who are you?
  • What do you value the most?
  • What are the strengths of your offerings?
  • How do your offerings bring a positive change and ease in your target audiences’ lives?

3. How do you write a Unique Value Proposition?

Creating a crisp, concise, and compelling draft of your Brand’s Unique Value Proposition is a crucial task. It helps you in your various marketing endeavors. Writing your UVP is similar to the dressing and make-up of a showstopper model before walking on the ramp.

Collaborating with your branding and marketing teams would be better to decide on how to create a Unique Value Proposition. Here are a few tips that would help you to write the most appropriate UVP for your brand:

  • Identify your ideal consumer:

It is wise to determine an ideal buyer persona for the range of products or services you offer. Again, if you target multiple consumer personas, it is good to create UVP for each of them with a different, consumer-centric approach.

Initially, brainstorm what you have to offer and who needs it or likes it as a solution for particular pain-points. This analysis helps you to be sure about whom you are addressing.

  • Figure out and list the value and benefits of your offerings:

As you research, develop, design, and market a particular product or even trade in a specific range of products, your team can create a list of values and benefits of what you offer.

You can refer to value proposition templates availed through reliable online resources. You get an idea of how to create a Unique Value Proposition appropriate for your business.

Then again, pen down the factors that make your business better than your competition.

In this phase, you generate the pieces to draft your UVP, describing the benefits of your products, how they add value to customers’ lives, and how they are different from others.

  • Make your UVP specific and clear:

As you work on whom to address and what to convey, it is now significant to make your UVP specific and crystal clear. It is advisable to avoid difficult to understand technical terms and even language. Your target audience should grasp the message you are trying to convey with ease.

  • Rectify and alter as per feedback:

This phase of writing your UVP may be time-consuming. Yet, testing your UVP and optimizing it to make it better is very crucial. Make sure that your UVP is perfect well before you use it on your website or marketing literature. The best way is to let the groups of random people, unaware of your products, read your UVP aloud. Collect their feedback on the three most significant factors: the benefits of your products, the value your products add, and how your products are different from the competition. Reframe the UVP as per the feedback of these people to make it easy-to-understand and result-oriented.

4. Examples of Winning Unique Value Propositions:

Cruising through the most creatively made unique value proposition example helps you design a better UVP appropriate to your brand.

It is a well-known fact that ‘Winners don’t do different things; they do things differently!’

Here are a few Brand Value Proposition examples that changed the dynamics of businesses:

1.  Beltology:

Usually, people use belts to keep their pants in position. Yet, with the tagline, #beyourbeltself, this brand presents the ways their belts can add value to the customers’ lives, especially their aesthetic appeal.

They describe how their belts help buyers being noticed, being colorful, and being collectible. Thus, the UVP wins the hearts of the target audience, persuading them to buy from them immediately.


Adopting a CRM is the need of the hour for marketers from varied industries. Yet, MIXRANK gives a unique touch of simplicity to their UVP, making it ‘bang-on-target.’

Their tagline, ‘Automate Inside Sales’ lets you know what you are going to get instantly. Then again, through their homepage, they let you know that you and the brand are sailing in the same boat, as they emphasize finding the first 100 customers and adding them to your CRM.

3.  ZenPayroll:

Managing the wages or salaries of employees can be a time-consuming affair. The tagline, ‘the easiest way to pay your employees’ lands you on the value the brand adds to your life.

The UVP of this brand communicates the benefits of their payroll service with a great deal of simplicity and encourages the target audience to select them as the one-stop-solution for payrolls.

The Takeaway

We hope that the discussion about the Unique Value Proposition helps you understand its meaning and importance. It provides you an idea of how to write a winning UVP with some examples.

Learn the art and science of creating the best UVP, join Jigsaw Academy today!

Interested to learn all about Product Management from the best minds in the industry? Check out our Product Management Course. This 6-month-long program takes place online through live instructor-led sessions. It is the only program in India that offers the ‘Bring Your Own Product (BYOP)’ feature so that learners can build their product idea into a full-blown product, and go through an entire Product Development lifecycle. Not only this, but this is the only program in India with a curriculum that conforms to the 5i Framework. Post completion, learners receive a joint certification from the Indian Institute of Management, Indore, and Jigsaw Academy. 



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