Roundup: How to write a brand positioning statement
Last week we discussed what Brand Positioning is and now we’re taking this one step further with our How-To Guide to writing a brand positioning statement yourself.
What is a Brand Positioning Statement?
First of all, no matter what your industry is, effectively identifying where your brand should be positioned in the marketplace is the first step to true marketing success.
Your brand positioning statement has only one job. It is created to define the six most critical elements of your marketing message but it is not for external use.
This is crucial for you to remember and understand while you craft it.
A Brand Positioning statement is a strategic brand element for INTERNAL-use and organization understanding only.
It helps you to:
- define larger strategic goals
- enable your employees to understand your mission and service offerings = precious alignment
- clarify your own position and stance against the competition
- define who your competition really is
- be descriptive in your unique value proposition
3 Steps to Writing a Brand Positioning Statement
So, here are your 3 easy steps. Go grab a pen and paper (or if you are slightly obsessed like me, you’ve got sticky notes at hand :)).
Step 1 – Define the 6 Key Elements of your Business
Ask yourself these questions. Make some notes because your answers will help create your following statement.
1. What is our product/service (and why is it so special)?
2. Who is our target market/ audience group?
3. What is our market category (e.g tech/science/education)?
4. What is our brand promise, main benefit and why they should believe us?
5. Who is our main competitor or category of competitors?
6. What is our competitor’s main benefit?
Step 2 – The Secret Formula
This is the template we use to help brands build and define their positioning statement. And all you have to do is insert your answers from step 1 to build it.
[Brand Name] _____________ FOR [#2 Your target market/audiance] ______________ [#1 your product/service]__________IS A [#3 category name]______________ WHICH PROVIDES [#4 Your brand promise and main benefit]_______________ UNLIKE [#5 your main competetor] ___________ WHICH PROVIDES [#6 Competitor’s main benefit]_______________.
Step 3 – Crafting Your Words
So if you’ve been playing along, you should have a statement in front of you.
Now its time to read that through and ask yourself:
- does the statement resonate?
- is this what our company is trying to achieve?
- share with your colleagues, ask them, is it easily understood?
- is it aligned with our goals?
A great positioning statement can take many forms, and many lengths, but it should always encompass the 3 steps from above.
Take a look at the following positioning statements for well-known brands.
As you can see, certain elements are subtle or implied, but it’s important to notice how well-thought-out each one is.
- Volvo: For upscale American families, Volvo is the family automobile that offers maximum safety.
- Home Depot: The hardware department store for do‑it‑yourselfers.
- Zipcar: To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint.
There you have it, folks! if you found this topic interesting and want to know how we can help you develop your own brand positioning, then get in touch today and book a free 15-min discovery call.
Gina Dunn is a brand strategist and her mission is to help business owners all over the world to break through their business barriers and realize their brand potential, sometimes for the very first time.
Did you know that brand-led businesses outperform their competition by 83%?
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