Most businesses stop at the obvious USP—the features of their product or service. But the most powerful brands go deeper, uncovering the emotional impact and transformation they provide.
1. The Obvious USP (Surface-Level)
This is the practical, functional, or technical reason why someone might choose your brand. It usually focuses on:
-Pricing (cheaper, premium, best value)
-Features (organic, handcrafted, fast delivery)
-Availability (convenience, locations, access)
-Quality (better ingredients, durability, customization)
Example: A Fitness Studio
–Obvious USP: “We offer high-energy workout classes with certified trainers.”
–Obvious USP: “Our gym has state-of-the-art equipment and 24/7 access.”
Why It’s Not Enough
These are good selling points, but they don’t create loyalty. Customers don’t buy products; they buy the outcome, the transformation, and the identity shift.
2. The Deeper USP (Emotional & Transformational)
This goes beyond features and taps into the feelings, values, and transformation your brand creates.
Ask your client:
- How do customers feel before and after using your product/service?
- What emotional problem do you solve?
- What identity do your customers want to embody?
Example: The Same Fitness Studio
–Deeper USP: “We help busy professionals rediscover their energy and confidence through movement, so they can show up as their best selves every day.”
–Deeper USP: “More than just a workout—our studio is a supportive community that empowers you to push past limits and embrace a healthier lifestyle.”
Why This Works
A deeper USP makes customers feel emotionally connected to your brand. Instead of just buying a product, they buy into a belief system, a community, or a personal transformation.
How to Identify Your Deeper USP
–List your obvious selling points. (What makes your product/service different functionally?)
–Ask ‘Why does this matter?’ (What’s the emotional benefit behind it?)
–Ask ‘How does this change someone’s life?’ (What transformation does it create?)
–Formula: “We don’t just [obvious USP], we [deeper USP that changes how people feel/live].”
Example: A Bakery
–Obvious USP: “We bake fresh, handcrafted pastries daily.”
–Deeper USP: “We bring people together through nostalgic flavors that remind them of home and happiness.”
Final Thought
Your Secret Weapon: Market the deeper USP instead of just the obvious one. The deeper USP is what creates loyalty, word-of-mouth, and a strong emotional brand.
