My career in marketing has been an 18-year career. I have been consulting for the last nine or ten years, working with various clients from billion dollar international companies looking for brand studies, the metrics behind branding, brand extension strategies and so on, all the way down to medium size and small entrepreneurial businesses looking to distinguish themselves through all the clutter that‟s in the marketplace today that we‟re being inundated with.
A USP is a unique selling proposition. That‟s what closely integrated with branding. For me, it‟s hard to separate branding from your USP: what makes you different from competitors, and what distinguishes you from them. That is closely tied to your positioning line that identifies, clarifies, and articulates your brand message to your target market.