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11 Winning Unique Selling Proposition Examples to Inspire Your Own

One of the biggest threats to any business is anonymity!

You live in the most competitive period in history.

No matter what industry you’re in, you face huge competition.

Other people can create new businesses that do what you do.

You have access to the entire world…the potential is limitless.

The problem is, so does everyone else…the competition is high!

Anonymity is what stands in the way of you and the business you desire to build. If you could reach enough of the “right” people, you could scale your business to new levels.

But you already know this, right?

Maybe it keeps you awake some nights as you scroll through Facebook and see other people “standing out” for the right reasons. Maybe you ask yourself, “what are they doing that I’m not?

  • How can YOU stand out for the right reasons?
  • What can you do to differentiate yourself from all your competitors?
  • What can you do that nobody else could ever copy, steal, or replicate?

The reality is, we live in a colorful world where most people (and businesses) are nothing but a different shade of grey. They’re vying for attention, but struggling to stand out from one another.

Maybe you too struggle with this.

Not because your product is inferior…

But rather, you’re not sure how to communicate just how different and incredible you are.

Worry not, my business-owning friend.

There’s a way to stand out for the right reasons.

It isn’t about becoming an influencer, shouting the loudest, or spending the most money.

Standing out from ALL your competitors is easier than you may think.

In fact, you likely have EVERYTHING you need already at your fingertips…

What is YOUR Unique Selling Proposition?

In the 1998 movie ‘Pleasantville’, two teenagers found themselves placed into a black and white world (courtesy of a magical remote control). Everything and everyone existed in a different shade of grey.

Until one day the character Betty changed color.

In an instant, she stood out from everybody else. Nobody could miss her. And although many of the characters felt threatened by this change, it inspired many others to open their eyes.

So…what gives you color while your competitors remain in black and white?

This color that helps you stand out is your Unique Selling Proposition. It’s what makes you, your company, and your story different from everyone else.

Will it tune some people out? Of course.

But these aren’t your “right” people.

Those who are will flock toward you, take notice of you and choose YOU ahead of your competitors.

Without intentionally focusing on what your unique selling proposition is, you’ll struggle with anonymity.

What IS a Unique Selling Proposition?

A unique selling proposition (also referred to as a USP) is the one thing that makes your business better than the competition. It’s a specific benefit that helps you stand out from everyone else.

With a strong unique selling proposition, you can:

We’ll share 12 unique selling proposition examples soon, so you can see what goes into building a unique USP. It can take on many forms — a slogan, logo, phrase, culture, or call to action, to name a few…

Yet ALL great unique selling propositions share a few things in common.

  1. They’re memorable.
  2. They’re assertive (and often, polarizing).
  3. They focus on the CUSTOMER (and the value you give them).
  4. They evoke feelings, emotion, and memories.

We’ll share some of the best unique selling proposition examples with you in this article

Yet before we get to those, it’s important you appreciate what a unique selling proposition isn’t…

What a Unique Selling Proposition is NOT!

A unique selling proposition IS NOT just a slogan.

A slogan often plays a role, but a great USP goes way beyond this. 

It’s also NOT:

  • A 10% discount
  • Free shipping
  • 24/7 customer service
  • Your return policy

Again, your unique selling proposition can include these, but it has to go beyond them.

Why? Because your competitors can copy these.

Amazon’s next-day delivery helps them stand out, but it isn’t the only (or main) reason that they do. Any of their competitors can replicate their next-day delivery promise. Yet few can match their customer engagement strategies and HUGE selection of products.

So please, as you read the rest of this article, don’t associate the unique selling proposition examples we share with slogans, logos, and free shipping. 

At all times, ask: what do they do that nobody else can copy?

This is what makes a USP, and this is where your own unique selling proposition is hiding…

Unique Selling Proposition Best Practices ALL Marketers, Entrepreneurs and Business Owners Should Know

Before we get to those 12 unique selling proposition examples, let’s first cover some fundamentals.

No matter what industry you’re in (or who your customers are), these 7 USP Fundamentals apply.

Take note of each.

Relate them to YOU and YOUR business.

Consider your customers at all times!

Let’s dive in…

1: Define Your Business’s Mission, Goals, And Identity

What’s your story?

This is the one thing none of your competitors can replicate. It’s yours to own, and by owning it you set yourself up to create a memorable and powerful unique selling proposition.

  • What is your mission and value statement?
  • What is the BIG promise you make to your customers?
  • What’s your culture…what creates your entire identity?

This is where your unique selling proposition begins. You won’t find it by only looking at your products or services. You need to dive into what makes YOU, you! 

2: Offer Something Your Competitors Don’t

This begins by researching your competition and making a note of what their USP is.

  • Who do they target?
  • How are they targeting them?
  • What do they offer that nobody else does?
  • Why do people sing their praises?
  • What do they do that upsets people or creates issues?

Figure out what they do well and what they don’t do well. Then, rather than trying to replicate what they do well, instead focus on any gaps and weaknesses. By offering something other people are not, you differentiate yourself from your competitors.

This will often ignite your unique selling proposition.

3: Get In Your Customers’ Heads!!

The most important part of this whole process centers around your customers.

  • Who are they?
  • What causes them pain?
  • What do they want and need?
  • How does what they want differ from what they need?
  • Where do they go for support?

We’ve written a separate guide that helps you build the perfect Customer Profile. By knowing your core customer inside and out, your unique selling point will often rise to the surface.

Combine what you do best with what they need…you’ll have your answer.

4: Explain How Your Business Solves Your Ideal Customers’ Problems

Would you like to know why those animated “explainer” videos are so popular?

Simple…They allow you to explain how you solve a problem visually (and quickly).

Your unique selling proposition needs to stand out in an instant.

It needs to paint a clear picture as to why you’re different from the other options.

You don’t have your audience’s attention for long.

They want to know that you can solve their problem better than anyone else.

So, how do you?

How can you explain this in one or two sentences?

How can you SHOW it via a 30-second video?

5: Make Your USP Irresistible, Compelling, And Straightforward 

This follows on from above because no matter what your unique selling proposition is, it has to stand out.

Without even thinking about it, your customer needs to have a good feeling about you.

They may not even understand it, but deep down they just know you are what they need.

This doesn’t happen by accident.

YOU have to consciously and intentionally create this.

  • Make it irresistible, a true no-brainer…
  • Ensure it’s compelling and lasts in their mind…
  • Above all, make sure it’s clear and straightforward!

You’ll see this in action with the unique selling proposition examples below.

There’s an art to creating a straightforward yet irresistible message.

It’s an art form you must learn if you want to create a powerful USP of your own.

6: Condense It (Elevator Pitch)

Whatever you create, condense it.

All great unique selling proposition examples have one powerful thing in common: they’re instant!

Within a few sentences, they explain all you need to know.

In the time it takes you to ride an elevator, you learn all you need to.

However short or long your USP is, you can always condense it.

7: Deliver On What You Promise

Above all, you need to deliver what you promised.

Having a BIG promise plays a large role in your unique selling proposition.

However, you cannot simply talk about it — you NEED to do it; time and time again.

Whatever your promise is, be good to your word.

Show up the way you said you would; be who you said you would be.

If you fail at this stage, everything else you build will fall apart.

Remember, whatever your business is and whoever your customer may be, someone else can do what you do. Nothing you can offer them is unique…it’s HOW you offer it to them that sets you apart.

Deliver on this promise.

If you do, you may create a USP that rivals one of these unique selling proposition examples

11 Winning Unique Selling Proposition Examples to Inspire Your Own 

These 11 unique selling proposition examples will help you see what happens when you create a message that truly stands out. The point here isn’t for you to copy any of these examples. Even if you tried to, you would fail — after all, the whole point of a unique selling proposition is that you cannot replicate them.

Instead, study these 11 unique selling proposition examples. 

  • Take note of each.
  • Relate them to YOU and YOUR business.
  • Consider your customers at all times!

Let’s begin, starting with a relatively new brand from a small village in Wales…

Hiut Denim

“We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We just do our best to conquer our bit of it.”

Just Do One Thing Well…this is Hiut Denim’s promise to you.

Their Unique Selling Proposition goes beyond a simple slogan. Hiut Denim lives and breathes this promise, having reinvigorated a previously thriving Welsh village.

Why This Unique Selling Point is So Good…

In a world of fast fashion where clothing empires produce every item imaginable, Hiut Denim goes against this trend by doing just ONE thing (but promising to do it very well).

They also go against the grain by encouraging you to not wash your jeans, promising they will last a lifetime and showing you exactly where (and how) your jeans are made (they even share the story behind how a certain princess gets her jeans from them).

What You Can Learn From This Unique Selling Point…

When everyone seems to be doing one thing, it makes sense to do the opposite.

The world has enough designers that deliver fast fashion at a cheap price.

Hiut Denim sells their jeans at a premium but does so for a reason.

It appeals to SOMEONE, rather than trying to cater to everyone.

When it comes to crafting a unique selling proposition for your own brand, this is good advice to follow.


As one of the wealthiest and most famed companies in the world, Apple must be doing something right.

Apple, as a brand, has always spoken to people who want to stand out.

Where everyone else gets a Microsoft computer, those who are “different” prefer a Mac.

Apple spent years communicating with these outcasts and misfits, providing a high-quality, creative, and often unique (without being inventive) product and service. From the products themselves to the packaging, Apple Store experience, and creative-led marketing…Apple’s unique selling proposition has always been to offer what other companies won’t.

Why This Unique Selling Point is So Good…

Like Hiut Denim, they go against the grain. Whereas most of its competitors focus on features, Apple focuses on the benefits. Here’s a simple example of this in action…

Beyond standing out and appealing to the creatives of the world, Apple has built its entire culture around its values and promise. To build a unique selling proposition that lasts the test of time, you need to do more than talk about your USP.

You need to LIVE it!

You need to become it!

What You Can Learn From This Unique Selling Point…

It isn’t that Apple’s competitors haven’t been able to do what Apple has over the years. They simply chose not to and focused on features, price, and practicality. 

They chose not to think outside the box.

To play it safe.

Something the best unique selling proposition examples have in common is that they are BOLD!

Push the boundaries with what you do.

Do what nobody else in your space is willing to.

Death Wish Coffee

Coffee is big business these days. It’s getting harder and harder to stand out from the crowd.

Death Wish Coffee has done this through its bold approach and BIG promise:

“We Produce The World’s Strongest Coffee!”

That’s a bold claim. Most of their competitors focus on having a “smooth” coffee or the one with the “richest” taste. Few talk about how strong it is. 

Death Wish Coffee wants you to know their coffee packs a punch.

Why This Unique Selling Point is So Good…

Death Wish Coffee backs up this bold claim by not only showing you how it’s made but by offering a full refund if you don’t consider it to be the boldest cup you’ve ever had.

They live and die on this promise.

Spend just a few minutes on their website and you’ll see how everything (their branding, messaging, products, services, culture…) aligns with their unique selling proposition.

What You Can Learn From This Unique Selling Point…

Whatever your unique selling proposition is, back up your claims and live up to it.

If you see your USP as a marketing gimmick, you’ll never create one.

It has to be something that becomes a part of your company culture.

Live it. Breathe it. Make a bold promise and die on that mountain.

Warby Parker

Choosing a new pair of glasses or sunglasses is no easy feat. Everyone’s face is different, and until you try a pair on you just do not know whether it’s the right one. As an online retailer, Warby Parker had to find a way to overcome this obstacle.

As well as offering a buy one, gift one model (a unique selling proposition in its own right), they have always gone the extra mile to help you choose the right pair for you.

Through a “virtual try-on” feature, to an offer where they send you five pairs to try on before you buy, Warby Parker has built an empire with its customer at the forefront.

Why This Unique Selling Point is So Good…

If you want a unique selling proposition that lasts, you NEED to have your customer as the focal point.

As a consumer, you have no shortage of options when buying a new pair of glasses. 

Every town has at least a few opticians where you can go in and try them on in person.

Yet Warby Parker has found success by bringing superior service into the online world (which blends over into the real world through their try-on service). 

What You Can Learn From This Unique Selling Point…

Whatever business you’re in, your customers are the most important people of all.

Your unique selling proposition has to serve them. It needs to:

  • Bring them true value.
  • Alleviate their pain.
  • Help them feel like they’re doing the right thing.

Warby Parker achieves this through their buy one, gift one model. They take it even further by making every other part of the business focused solely on their end-user.

Saddleback Leather

“They’ll fight over it when you’re dead.”

This is what Saddleback Leather promises you. They also back this bold claim up by declaring that their products: :

  1. Come with a 100-year warranty
  2. Have no breakable parts
  3. Are over-engineered

Saddleback Leather’s unique selling proposition focuses on the quality of their products. 

Yet what really stands out (and sets them apart from all other competitors) is their unique story.

Amateur bullfighting. Escaping from a corrupt Mexican police officer. 

Trading puppies for 100 tacos in Juarez…

Their story is full of humor, adventure, and unbelievable anecdotes.

Why This Unique Selling Point is So Good…

Their story stands out. After reading their About Page, you will not forget about Saddleback Leather anytime soon. This is the goal of any unique selling proposition. You not only want to stand out for the right reasons but remain fixed in your audience’s mind forever.

When you combine this with a high-quality product that lasts a long time, you have a perfect formula.

What You Can Learn From This Unique Selling Point…

Your story is yours and yours alone. You may not have the same crazy anecdotes as Saddleback Leather, but you do have something that nobody else has.

What is it?

What is your story?

With a commitment to storytelling, you increase your chances of crafting a unique selling proposition that stands the test of time.

Nerd Fitness

“We help nerds, misfits and mutants lose weight, get strong and get healthy permanently!”

If there’s ever a message that speaks to a certain someone, this is it!

Nerd Fitness provides an online community, program, and support to help you lose weight and get healthy. Many businesses can create this, but few can copy what Nerd Fitness offers.

Because at Nerd Fitness, they focus on WHO the person they’re helping is.

Not what they want (i.e. lose weight and get fit), but rather what fuels them every day.

Why This Unique Selling Point is So Good…

When you join Nerd Fitness, you create a new character/avatar, in the same way you would when buying a new video game. Everything thereafter focuses on quests and other forms of gamification.

If you’re a fan of video games, comic books, and the like…this is what lights you up inside.

Whereas going to the gym, heading outside for a jog, or eating a healthy snack…not so much.

This is one of the best unique selling proposition examples on this list because it goes a mile deep with who it serves. It makes no sense for the majority of people. 

But for those it does make sense to, it’s real, vivid, and exactly what they need.

What You Can Learn From This Unique Selling Point…

It isn’t enough to know who your ideal customer is and what they need (and how you can help them).

A good unique selling proposition dives deeper into their mind. It helps you understand:

  • What they LOVE to do.
  • The kind of person they trust and relate to.
  • The fears that keep them awake and night and cause them anxiety.

If you can build a unique selling proposition around what fuels your audience, you will stand out in a big way. It’s better to hone in and speak directly to someone, rather than try to create a vague message for different groups of people.

Go deep with one person; so deep that they will never forget you.

TOMS Shoes

As one of the first companies to utilize the buy one, gift one model…TOMS Shoes creates a unique selling proposition that many companies since have tried to replicate.

They brought a human element into the buying process. In doing so, they opened the eyes of many.

It’s easy to get caught up in your own needs and wants.

Yet there’s a whole different world that you don’t often see.

TOMS provided an insight into this world and gives its customers a chance to support and help.

Why This Unique Selling Point is So Good…

It’s easy to discount TOMS’ unique selling proposition today because so many companies offer a similar one-for-one model. Yet they were one of the first to do it, which goes to show how powerful a unique selling proposition can become.

What’s great about their USP is that it creates a direct link between three parties:

  • The company
  • The customer
  • The greater good (i.e. those in need of shoes)

This combination of rich storytelling and the option to help those in need allowed TOMS Shoes to stand out from their competitors. It brought a selfless act into an otherwise selfish industry (an industry renowned for taking short cuts and underpaying their workers in third world countries).

What You Can Learn From This Unique Selling Point…

What’s the bigger picture?

How can you create a win+win+win?

A win for you, for your customer, and for someone else in need…

Building a unique selling proposition around this always lasts longer than one that takes only you and/or your customer into account. As people, we ultimately want to help others. 

The problem is, we often don’t have the time or understanding of how to do so. 


As well as focusing on your customers, the best unique selling proposition examples place focus on those who make the company tick…the team!

Zappos has created one of the most effective company cultures in the world.

It’s a culture of kindness and going the extra mile with their customers.

It’s also a culture that empowers those who work at Zappos to be their best self.

Why This Unique Selling Point is So Good…

Whatever industry you’re in, at some stage the culture you build has a huge impact on what you do.

  • The people on your team
  • Your core values and ethics
  • Your mission and vision for the future
  • The process and systems that run your business

The culture you build is the bridge between your customers and your team.

By building a unique selling proposition that places your culture at the heart of what you do, you’ll create something that benefits both you and those you serve.

What You Can Learn From This Unique Selling Point…

If there’s one thing you can take from Zappos’ unique selling proposition, it’s to stand for something.

Create a USP that has a purpose, not one that sounds good on an About Page.

Involve your team. Make your story a huge part of the entire process.

Build a unique culture and you’ll create a unique selling proposition that stands out for the right reason.


When it comes to unique selling proposition examples that stand out, Muse is a great one to study. 

Their product is a unique one; literally a first on the market.

This has its benefits, as you provide something new to the world.

Yet it also brings its issues, as you have to convince people they need it.

  • Do you really need this product to meditate?
  • What are the benefits that justify the cost?
  • How does it work?

Muse not only has to create a unique selling proposition for their brand but make a case for the very existence of their product.

Why This Unique Selling Point is So Good…

If you study Muse’s website, you’ll notice they not only advocate meditation and its many benefits but how their product allows you to get more out of meditation.

It’s a unique selling proposition that therefore has two core angles.

Meditation is good, and also…meditating with our product is easier.

It solves a common pain, as most people find meditation hard in the beginning.

They form doubts over whether they can do it and whether it is worth it.

A product that removes this doubt and offers better results…that’s memorable.

What You Can Learn From This Unique Selling Point…

Go beyond your own product. A unique selling proposition rarely focuses on the features. It has to dive deep into the benefits on offer. 

Is there a way to not only advocate your industry but also affirm how your product:

  • Makes it easier…
  • More effective…
  • Saves you money…
  • Saves you time…
  • Simplifies the whole process…?

Focus on the benefits and your unique selling proposition will often reveal itself.


Fabletics is a fashion brand that provides athletic wear to gym goers, running aficionados, and those who wish to build the best body they can. Founded by the actress Kate Hudson, Fabletics offers a few elements that are unique to the marketplace.

Most of these focus on Customer Experience, delivering a service that not only saves you time but money, too. This begins with an Online Quiz that allows you to tailor your experience.

From there, Fabletics deliver specific deals, products, and promotions that are most relevant to you.

When you combine this with its unique subscription model, it creates a memorable USP.

Why This Unique Selling Point is So Good…

The reason Amazon built its success is that it placed the customer experience at the center of all it does. Fabletics mirrors this, basing their entire model on the end-user in order to:

  • Save them time and money.
  • Give them what they want, when they need it.
  • Make the whole experience fun and different.

The products they sell are basically the same as any other business that sells leisurewear. Yet the way they sell it is unlike any of their competitors.

What You Can Learn From This Unique Selling Point…

Find an angle that everyone else in your industry seems to be overlooking.

In essence, Fabletics’ model is similar to the likes of Netflix, Amazon Prime, and how you pay for your cell phone each month. They didn’t need to do anything unique or inventive, merely find something that other people in their space weren’t doing.

It allows you to stand out and build a tribe, appealing to a group of people who are tired of how everyone else does it.


ASKET is very open about the fact they want you to buy fewer clothes.

This may sound strange, coming from a company that sells clothes.

Yet their “less is more” approach is the perfect USP for today’s conscious consumer.

Like Hiut Denim, they focus on quality.

They’re committed to creating products that last.

More important than this, they’re committed to showing you where your products come from.

Why This Unique Selling Point is So Good…

ASKET literally shows you where your products come from. Not only do they showcase the different factories they use, but they also strive to make each of their products as ‘traceable’ as possible.

This means you, as the consumer, get to know how your product was made and where your money goes. 

For those interested in fast fashion, this unique selling proposition makes little sense.

Whereas for those interested in their carbon footprint…it makes A LOT of sense!

What You Can Learn From This Unique Selling Point…

As well as creating a unique selling proposition that has a purpose and that you’re proud of, look around you and take note of the world.

  • What are the big talking points?
  • What new trends are taking place?
  • Where are the biggest conversations?
  • What’s causing the biggest rifts and arguments?

And, how can you, as a business, speak to SOMEONE who may feel they’re not being heard?

All 11 of these Unique Selling Proposition Examples offer something different.

Yet as I hope you see, they all follow the same rules.

So now that you’ve seen what some of the world’s best unique selling proposition examples look like, how do you create your own?

How to Craft Your Compelling Unique Selling Proposition

Creating a compelling unique selling proposition isn’t as hard as you may think.

Chances are, you’re already doing a lot of what you need to.

Now is the time to connect the dots and bring each aspect together.

Here’s  how:

1) List ALL of Your Potential Differentiators

Take some time to think about YOUR current business.

  • What sets you apart?
  • How are you different from your competitors?
  • What do your customers love the most about you?

Make a note of every potential differentiator you can think of. There’s no right or wrong answer at this stage. Make as many notes as you need to. In fact, the more you make the better.

2) Research Your Competition

Make a note of your top 5 to 10 competitors and analyze their:

  • Website ranking and SEO (keywords they rank for)
  • Social media followers (who they are and what platforms they’re on)
  • Online content (blog posts, videos, podcasts…)
  • Copywriting and messaging (anything that stands out)
  • Online advertising (Twitter vs. Facebook, and any other platform they use…)

Once you gain a clear insight into what your competitors are and are not doing, you can then find gaps in the market and fill them.

3) Compare This Against Your Audience’s Needs

If you haven’t already created your customer profile, now’s the time (click here for a template).

You NEED to know who your customer is.

  • What do they need?
  • What causes them pain?
  • Are there obstacles holding them back?

Once you know what your audience NEEDS, you can begin to compare this against your own unique selling points. The key is to find areas that align with each other.

For example, if your audience is short on time and one of your key unique selling points is to produce a quick and efficient service, you’ve found alignment.

4) Consult Your Data and Metrics

As well as analyzing your competition, it’s important you analyze your own data:

  • How do people find you?
  • What keywords do you rank for?
  • How do customers ask you questions (email, social media, something else…)?
  • What content, ads, and copy are most popular?
  • Which guide/form/landing page brings in the most leads?

Look for patterns. This is when you begin to connect the dots between you, your competition, and your audience.

5) Consider How You Can Apply Your Unique Selling Proposition Across Your Entire Business

At this stage, you may form several ideas. However, not all of your ideas will work.

What matters here is that you focus on a USP that you can weave throughout your business:

  • Marketing
  • Sales
  • Operations
  • Culture
  • Hiring

Remember, the best unique selling proposition examples are those that become a fundamental part of the culture. If your USP isn’t something you can rollout across your business, it won’t last.

Even if it serves your customers.

Even if it will make you a lot of money.

It needs to tick those big-picture boxes. If it doesn’t, keep searching.

6) Focus on Your Customer (Get in Their Head!!)

With this said, the most important part of the whole process is your customer.

Your unique selling proposition has to align with their needs.

It has to “trigger” them in some way and remain stuck in their head.

It has to appeal to them, speak to them, and make them feel like they’ve found what they were looking for.

… even if they had no idea they were looking for something.

Think about the brands you love and are most loyal toward.

Think about how they make you feel and how you found them.

  • What was it that made them stand out?
  • What did they say to you to make you take notice?
  • Why are you loyal toward them now…what is their unique selling proposition?

If this is the sort of thing you would like to replicate with your own customers, now is the time to get intentional. A unique selling proposition doesn’t just happen. You have to CREATE it!

Most of your competitors won’t.

This is an opportunity for YOU.

So the best thing you can do right now is to get clear on who your customer is (and who they are not).

Your unique selling proposition awaits. It’s the ONE thing you can own that nobody else can replicate. After reading this article with some of the best unique selling proposition examples in the world, I hope you’ve found the inspiration and direction you need to take the next step.

Are you struggling to figure out who your customer is? We’ve created an-depth post and free template designed to help YOU create the perfect Customer Profile so you know who they are, their biggest pain points, and how to speak to them in a way that catches their attention. Click Here to read the post and download your Free Customer Profile Template.

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