The Unique Selling Proposition (USP) refers to the unique benefit exhibited by a company, service, product, or brand that enables it to stand out from competitors. The USP must be a feature that highlights product benefits that are meaningful to consumers. As the cornerstone of effective marketing campaigns, the USP is often what a company builds its branding and marketing strategy around. It articulates why the product or service is better or different than the competition and is crucial for creating a compelling argument to attract customers.