USP and Brand Identity are both features of a product which are used over time in order to make the product more desirable to the paying public.
The USP (short for Unique Selling Point) is a characteristic of a product that can be used in advertising to differentiate (make it stand out) it from its competitors. For example, in order for a clothing item to have a USP, an element of the item would have to be un-seen before and outrageous.
Brand Identity can be a brand's name, communication style, logo and other visual elements to be perceived by consumers. The components of the brand are created by the business itself, making brand identity easily recognised, and percieved in a way which the business would want it to be perceived.
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