A UBP is the acronym for your Unique Buying Proposition.* This is the one concrete benefit that your brand offers consumers that your competitors do not.
The UBP is most often a short statement or a single word. As a statement, it needs to demonstrate uniqueness. Meaning that it is immediately obvious how your brand meets the consumers need better than others in your category. This often takes the form of “only” statements, such as “Only Johnny’s Pizza gives you 89 toppings to choose from.”
The UBP needs to relate to your brand promise. From the above example, Johnny’s Pizza, as a brand, may promise customers “Your Pizza, Your Way.” Hence the UBP of offering consumers 89 toppings would be a fit.
Why your business needs one: A UBP is a reason for consumers to do business with you and not the competition. If you cannot identify such a reason in your own business, now is the opportunity to develop one. If your competitor is Johnny’s Pizza, you know that you cannot take similar approach with your own brand – there is no distinctiveness.
As such, Identifying your brand’s UBP is not only a marketing communications effort but a strategic business consideration. Once you have identified your UBP, it can funnel into all aspects of your brand, from your high-level communications strategy to your choice of domain name.
*(I prefer this term over Unique Selling Proposition, which implies that the consumer needs to be “sold” your brand…as opposed to choosing to buy your brand after understanding your brand promise and making an informed decision.)