• Finding and capitalizing on USP can provide brands with multiple benefits. 
  • It is essential to find a USP, something that sets you apart from the competition. 

Finding the Unique Selling Proposition (USP) is a fundamental marketing strategy with the potential to differentiate a brand from its competitors. It can also compel the customers to choose the brand as they might resonate with the reason. For example, a restaurant might think that the USP is its food, but it could be the ambiance or helpful staff that brings customers to the restaurant.

Marketers must make this USP the cornerstone of their marketing strategy, messages, and the whole campaign. Use it intelligently to highlight what makes the brand stand out and distinguish it from the competition. The core is finding the most compelling reason that would resonate with the target audience. 

Experts say that this strategy has multiple benefits. It cuts the marketing clutter in an overcrowded marketplace, helps marketers guide their marketing efforts with laser-focused precision, and has the potential to attract ideal customers who value the unique value proposition, fostering brand loyalty and trust.

How M&M’s Successfully Incorporated “Find the USP” Marketing Strategy? 

M&M’s is a brand of colorful chocolate candies with a candy shell covering the chocolate filling. The brand is more known for its fun and colorful personality than its delicious chocolate. Its marketing campaign is a classic example of identifying and capitalizing on a strong Unique Selling Proposition (USP).

Identifying & Building the Brand Around USP

M&M soon realized that the brand’s core strength might differ from the delicious chocolate itself, as every other chocolate candy brand was also selling it. The true differentiator or Unique Selling Proposition (USP) was its fun, colorful personality. Eventually, they managed to build a strong brand image around this USP. 

They created an interesting cast of colorful characters—Red is the self-proclaimed leader of the group, known for its energetic and impulsive personality. Yellow is the optimistic and goofy one of the group. Blue is the nervous one. Green is confident and sassy. Orange is laid-back and chill. Ms. Brown, the newest edition, is sophisticated and confident. 

All these characters had distinct personalities, which made M&Ms more than just candies, a world of relatable characters. Attractive slogans like “Melt in Your Mouth, Not in Your Hand” and “The Milk Chocolate Melts in Your Mouth, the Fun Never Does” further solidified the lightheartedness and enjoyable experience of eating M&Ms. 

M&M’s commercials were famous for their humor and featured characters in wacky situations. Although these ads might not focus on the taste of the chocolate, they focus more on the fun and personality associated with the brand. The colorful packaging was an added factor and reflected the brand’s USP. 

Benefits of Capitalizing on USP

By focusing on fun and personality and capitalizing on the USP, M&M’s experienced multiple benefits. The characters and humorous ads made it a memorable brand, and people connected with this brand image. Eventually, this focus on fun allowed the brand to transcend age groups and demographics, making it a treat for everyone, not just children. 

Capitalizing on a fun and relatable brand personality, M&M’s successfully built an emotional connection with consumers. Now, people do not just buy candy for chocolate but for the fun and lightheartedness, the brand represents. Focusing on personality allowed them to adapt their marketing strategy over time. They were able to introduce new characters, create storylines, and keep the brand fresh while staying true to the brand and its USP. 

What is the “Find the USP” Marketing Strategy? 

Experts assert that finding the Unique Selling Proposition (USP) can be a fundamental marketing strategy. It can also be a magic bullet that differentiates the brand from the competition and could compel customers to choose your brand over others.

What is the Unique Selling Proposition (USP)? The Unique Selling Proposition (USP) is the core reason that can compel customers to choose a specific product or brand over others. It’s a concise statement highlighting what makes your product or service unique and can address the target audience’s specific needs. An important element of a strong USP is uniqueness, a pinpoint quality or benefit that sets a brand apart from the competition. Second is Value Proposition, which communicates to the target audience how a product or service solves a particular problem. The third element is the target audience, and the USP should be tailored to resonate with the ideal customer and their needs. A USP has multiple benefits, such as allowing a brand to cut through the clutter of the crowded marketplace. Knowing USP guides marketers in crafting messages and strategies. It can attract ideal customers, and generate qualified leads. Eventually, it can help in building brand loyalty as customers can now understand the unique value proposition. How to Find Your USP? Before incorporating this marketing strategy, it is essential to determine your USP. To do this, a brand must first know and understand the target audience. They can conduct market research to understand the ideal customer’s demographics, needs, wants, and pain points.

The brands must move on to understand what they excel at and their strengths. It can be a unique product feature, exceptional customer service, or a streamlined process. Marketers can then analyze the resources, expertise, and brand value to zero in on finding their USP. 

Marketers must then conduct a competitive analysis, which helps them understand their offerings, messages, and weaknesses. Is there a gap in the market that the USP can address? Based on this research, marketers can brainstorm to find a unique selling proposition and craft a concise and clear statement that encapsulates the brand’s USP. 

Pros and Cons of “Find the USP” Marketing Strategy

Like any other marketing strategy, the “Find the USP” strategy has pros and cons, as discussed below. 


A Unique Selling Proposition provides a clear and concise message with the potential to guide marketing efforts and circumvent traditional marketing practices. Moreover, it helps marketers stay focused on what truly makes the brand stand out. A strong USP helps differentiate the brand and clearly communicates with the target audience why they should choose you over the competitors.

It dramatically helps gain targeted audience attraction, generate qualified leads, and attract a loyal customer base. After understanding the USP and its aspects, marketers can tailor the marketing message to resonate with the target audience and attract the right kind of customers. 

Eventually, when customers understand the unique value proposition a brand can deliver, they are more likely to become active brand advocates. This further helps them build strong brand loyalty and clearly communicates the benefits that a particular brand is offering that its competitors might not. 


Finding an actual USP can be daunting, especially in a competitive market. It would take considerable time and effort to identify what makes this brand unique and differentiates it from the competition. Focusing solely on USP could lead marketers to pay attention to other essential brand aspects.

They must remember that the USP is not the only thing that matters; customers also consider brand reputation, price, and customer service. It should be noted that the USP needs to adapt over time, as what’s unique today might not be unique tomorrow. Overemphasizing the USP could restrict the ability to target new customer segments. 
In conclusion, “Find the USP” is a powerful marketing strategy that provides multiple benefits for any brand. Incorporating this strategy allows customers to notice the brand, which could push them to choose you over the competitors. It can also foster brand awareness, boost audience engagement, and eventually revenue.