How did Starbucks— with a taste so many people dislike— become so successful?

Starbucks, like other successful companies, makes brilliant use of a branding principle called the USP (Unique Selling Proposition).

I call the USP the “special sauce of branding” because it’s what differentiates a product, service, or company from others in the category.

When thoughtfully developed, your USP makes the difference between maximizing your sales and struggling to stay afloat.

As the most critical branding factor in getting your product or service noticed and purchased, I strongly recommend that you determine and define your USP.

Why? Why would anyone choose you in a market where you have dozens, hundreds or even thousands of competitors?

So, how can you start developing your USP?

A USP may be defined by one of these:

• A unique benefit

• A promise

• A guarantee

• Superiority

• A performance standard (better, faster, etc.)

Is there an aspect of your business that falls into any of those categories?

What do you have, can you offer, or develop that can make you stand out in a way that’s meaningful to prospects?