A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign is called unique selling proposition.
The one thing that sets your company apart from the competitors is known as a unique selling proposition, or USP. When compared to other companies in your market, it is a specific feature that distinguishes your company.
Establishing an opinionated and deliberate USP influences message, branding, copywriting, and other marketing decisions while helping to focus your marketing plan. At its core, a USP should succinctly respond to a prospective customer's most pressing inquiry when they come across your brand:
“What makes you different from the competition?”
Your USP should be built on what makes your brand or product especially useful to your target market and play to your strengths. Being "unique" in and of itself is rarely a powerful USP. Your messaging won't be nearly as powerful if you don't differentiate around a factor that matters to your target audience.
To learn more about target audience here
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