The Myth of the USP

Category: Internal Brand

You may have heard of it: the USP or unique selling proposition. Supposedly it is that one thing that distinguishes you or your company from the competition. It’s that one thing that makes you unique. It’s a bit like a unicorn - a myth.


Personally, I wasted many hours attempting to identify my USP. What was it that made me unique? Was it my financial background? Nope, turns out there are several of us converts in the internal branding arena. Was it my expertise in ethics? Nope, a quick Google search proved that wasn’t unique either. Was it...well you get the idea.

Here’s the truth: There is no single thing that makes your company unique. The USP as it is usually presented is a myth.

However, your company is unique and different from the competition. And this uniqueness is worth pursuing and identifying. What is this thing that makes you unique? It’s your internal brand.

Your internal brand is your vision, mission, values, and company belief systems. Any one piece of your brand is unlikely to be unique. But when taken as a whole, your internal brand is a representation of your company that most certainly will distinguish it from the competition.

So, what are you waiting for? Stop looking for your mythical USP and start working on and living your internal brand. That is what will make your company stand out from the competition.