How to: Create a strong USP

Paul Hague, director at B2B International, explores how to create a winning USP for your B2B brand

A unique selling point (USP) is the one thing that signifies your business offer, forms the foundation of a strong brand and differentiates you from your competitors. In B2B markets, most firms are aware of the importance of having a compelling USP, but according to our research, many British B2B companies struggle to define one.