UVP vs. slogan: where most businesses go wrong

UVP (unique value proposition) is a brief explanation of why your business is a better choice than your competitors in the same market. It clearly tells the customer:

• what exactly you offer,
• who it is intended for,
• how you are better or different from the alternatives.

A strong UVP directly answers the unspoken question: “Why should I buy from you and not from someone else?”

Don’t confuse it with a slogan or mission statement

Many business owners confuse UVP with a slogan or mission statement. A slogan may be memorable, but it is often generic (“The best in town!”), while a mission statement describes your meaning and purpose.
A UVP is a practical and specific promise of a result. Instead of “High-quality service,” it sounds more convincing to say, “We help small companies reduce their IT costs by up to 30% in three months—guaranteed.”

A common misconception is that price is the only differentiator. Competing on price alone leads to a “race to the bottom.” The UVP should emphasize overall value—results, convenience, experience, reliability—not just savings.

How to formulate your own UVP

The process requires reflection and a little research:

• Who is your ideal customer and what specific problems do they face?
• What are you proven to be good at—what do people praise you for?
• What sets you apart—method, team, speed, guaranteed results?

Talk to your current customers – often their real reasons for choosing you point directly to your unique value.

Summarise your conclusions in one customer-focused sentence: clear, specific, results-oriented and easy to understand.

How UVP works for business

A well-formulated UVP is the foundation of marketing, sales, and branding. It helps you:

• attract the right customers,
• stand out from the competition,
• align team efforts,
• make faster and more consistent decisions.

According to a 2022 HubSpot study, companies with a clear UVP convert approximately 2.6 times more leads into paying customers than those without such a message.

Examples

• FedEx: “Your shipment delivered tomorrow – guaranteed.”
• Slack: “Team communication in one place – fewer emails, more productivity.”
• Uber: “Get around quickly when you need to – at the touch of a button.”
• Zappos: “Free shipping and returns – no risk when ordering shoes online.”
• Domino’s Pizza (old UVP): “Delivery in 30 minutes or your pizza is free.”

Conclusion

Whether you are a startup or a family business with traditions, a strong UVP is critical for growth. It clearly states what value you bring and why you are the right choice. Invest time in defining it—you will sharpen your message and strengthen your entire business.

TPA Bulgaria

+359 2 981 66 45/46/47

office@tpa-group.bg

128, G.S. Rakovski str, floor 2

1000 Sofia