To identify the distinguishing characteristics that set you apart from the competition, start by analyzing your company. Then, compare your companya??s processes, products, workforce, and promotional activities with those of your competitors by pinpointing the strengths and weaknesses of your company and those of your competitors.

Delivering value and benefits that no one else can deliver in the marketplace is the foundation of your Unique Selling Proposition. Your USP becomes the cornerstone of your sales and marketing message. It is this message that builds and reinforces your brand, attracts new customers, and sustains your competitive edge.