A Unique Selling Proposition. Known as USP, for short. Popular in marketing, and now everywhere. We all know it helps differentiate a product or service from others. On-time performance has been a USP for some airlines, luxury for others. But the more important question is, how do you find your USP if you are a brand/product/service or even a person?
If you do find it, you may be able to use it in a sales pitch, or demonstrate it consistently for people to identify it with you. Packaging is an easy and tangible way to do it. At least externally, if your product has a packing option. For an institution, it's tough to find one, but worth trying. Perceptions get built anyway, but you can help them along with your branding, AND performance over time. Air Deccan had Simplifly as a slogan, which expressed its desire to bring a flight within a common man's reach. Just like Maruti when launched, was a 'people's car'.
As far as professors go, you could be known for your teaching methods, skills, knowledge, student-friendly (or the opposite) behaviour. I remember a professor from IIMB because of the exams he gave us- open book. He would give us ten statements, and ask us to agree or disagree with each, supported by references. One of the toughest exams in pre-internet times, when we had to read books/journals in the library for getting those references.
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