Melissa DlugoleckiCoach empowering consultants to scale without ads

USP vs. UBP (And Why UBP Wins Right Now)

10 Sept 2026 · 0 min

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Melissa Dlugolecki argues that a Unique Brand Proposition beats the old Unique Selling Proposition because it captures both your experience and what you deliver. She walks through polling customers, researching competitors, testing prices, building upsells, and creating referral systems to lock in what actually sets you apart.

Unique brand proposition. I think it's actually more important right now than USP. So getting clear on what makes you unique to experience and then what makes your deliverable unique. Polling, market testing, getting clear on market demand, competitor research, competitor analysis, price comparison, dialing in your offers, your backend upsells, memberships, retention, referrals, like all of the legwork to get everything done and set.