A brand positioning statementdescribes precisely what your businessdoes, for whom, and how you distinguish it from the competition. Its goal is to help your businesscarve out a special place in consumers' imaginations inside its market.
Despite the fact that you may sell to a wide audience and provide a range of benefits, it is best for your clients to be aware of your one primary differentiating value, which the other benefits support.
The brand positioning statement will determine the basis of your work, whether you're developing a new brand or modernizing an old one. It serves as the "backbone" of your marketing strategy and guides every aspect of it, from the creation of new products and marketing initiatives to how you answer the phone in the office.
In this article, we've written a lot about how crucial it is to comprehend your clients. By enabling you to better understand client demands and articulate those needs in your marketing, gaining consumer insights gives you a competitive edge.
But you also need to be aware of your own brand. Although it may sound absurd, you are the one who knows it the best. The complexity of a brand, though, makes it simple for your marketing to lose focus.
Is the public's perception of the company consistent with your own? Do you actually understand what your target market thinks of your company?
A brand positioning statement provides a brief, succinct explanation of what your brand does, who you target, and the benefits of your brand. Although it should be used as a guide to make sure all material is consistent, the statement will often be an internal document.
A brand's value proposition is communicated to its ideal customers through a positioning statement. Additionally, it places the brand's identity, mission, and distinctive qualities in the context of the customer experience.
You must become completely certain about a few important aspects of your company before you can create your positioning statement.
- Those you serve
- What you have to give
- How you frame your proposal
- Why you started your business
- What distinguishes you from the competitors
Instead of a tagline, the positioning statement is typically utilized as an internal-only document. Nevertheless, it must be concise in order for personnel to understand and remember it.
Below are the four elements for writing:
The particular set of people you're attempting to reach is known as the target audience. It's crucial to avoid selecting everyone as your target audience. Even if a wide range of people may be the target market for your product or service, you should concentrate on the core demographic that is most likely to require or desire what you are offering.
You may have more than one, but concentrating on your primary target audience makes your message more apparent. Before making a choice, it may be a good idea to identify your most valuable clients.
The brand name is the simple part (well, not really) - what do you call yourself? The brand name should ideally support your brand positioning. The positioning statement should always be created first when creating a new product, and it should direct the product's naming.
You might not want to modify a product name if it already has brand equity, but you can utilize the brand positioning statement to assist in direct design and presentation choices involving your brand name.
The category is a little more difficult, but it can be useful to consider this. Your product might fall under several categories, or your industry might be divided into smaller sub-sectors. Knowing exactly where you operate can help you concentrate your efforts.
This is how customers perceive and classify your good or service. This should be communicated in the same way that your target market would, along with any competitors.
Are you a commercial bank, investment bank, community bank, or bank? You are more severely constrained the more you narrow. It becomes tougher to differentiate as you expand.
Crest, for instance, spent years defining its brand as "toothpaste." As a result, the brand struggled mightily to enter new oral care sectors like mouthwash. Consider where you might wish to expand in the future, even if your brand category is currently small.
The core of the brand positioning statement is the distinct and defendable point of distinction. This is the one psychological or physical advantage you want to be recognized for — something you do differently, something that is better than all of your rivals, something you can own (if others don't already).
Don't choose anything you can't genuinely own while deciding on your point of distinction. For instance, banks almost always assert that they are reliable.
However, this point of differentiation is unlikely to hold up unless you have precise justifications that would demonstrate to a potential consumer that you are more trustworthy than other banks and credit unions.
Instead, think about a particular advantage you provide that others lack or something you do much better.
How to write a brand positioning statement?
Positioning statements are typically not found online since they are intended to be kept private. We've created a few example statements for well-known brands utilizing the framework we previously gave and the knowledge we have of them as customers (or employees!).
The positioning statements of popular brands are illustrated here so that you may get a sense of how towrite one for your company.
"Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 100,000 total customers in more than 100 countries use HubSpot's award-winning software, services, and support to transform the way they attract, engage, and delight customers. Composed of HubSpot's CRM, Marketing Hub, Sales Hub, and Service Hub, HubSpot gives companies the tools they need to Grow Better."
Why It Works:
HubSpot's positioning statement takes the lead with its credibility and diversity of solutions to better serve organizations aiming to expand and scale for the future. HubSpot has a well-defined mission and history that could catch prospects' attention.
"For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options - each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers."
Why It Works:
Coca-Cola begins its positioning statement with how much of a positive experience they want to provide their customers, even though their product offering is essentially beverages.
Buyers can know they're buying from a firm that wants to enrich their lives by appealing to their emotions and offering a wide range of things to pick from, even if it's just a modest item like a refreshing drink.
Carlo and Alecia Catucci, a husband and wife partnership, launched White Dog Distilling in 2016 with a focus on passion, spirit, and the process of turning grain into alcohol.
With the support of Carlo's physics training and Alecia's skills in food and product development, they set out to create premium distilled spirits that would appeal to both newcomers and seasoned connoisseurs.
Why It Works:
White Dog's high-quality customer serviceis the key component of their positioning statement. Customers who are searching for good value for their money, delicious flavor, and accessibility to people who are not well-versed in spirits are drawn to businesses that use locally sourced and environmentally friendly products.
"We are creating an airline people love. Each day, we are guided by our core values of “own safety”, “do the right thing”, “be kind-hearted”, “deliver performance”, and “be remarkable at work and in our communities.” Alaska Airlines also fosters a diverse and inclusive culture and is an Equal Opportunity Employer."
Why It Works:
With passion and heart, Alaska Airlines leads with its positioning statement. Prospects can be presented to the brand with the impression that they are more than just potential customers; rather, they are special persons to whom the company should extend excellent service and inclusive experiences.
"For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence."
Why It Works:
In its positioning statement, Amazon gets right to the point, which is a significant indicator of its success. To better assist the consumer in achieving their goal, it makes it very obvious that its business is a one-stop shop where they can find anything they require.
"For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike's commitment to innovation and investment in the latest technologies."
Why It Works:
Nike's positioning statement uses inclusive language to characterize athletes without defining their range of items in order to better serve athletes. As a result, its product line can benefit both professionals and consumers who love pastimes.
"For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet."
Why It Works:
People from all diverse backgrounds are encouraged by Apple's positioning statement to anticipate high-quality products that are developed with the intention to innovate in a way that benefits both people and the environment. It even succeeds in gaining prospective' trust by highlighting its industry authority.
"For individuals looking for a quick-service restaurant with an exceptional customer experience, McDonald's is a leader in the fast-food industry, with its friendly service and consistency across thousands of convenient locations. McDonald's' dedication to improving operations and customer satisfaction sets it apart from other fast-food restaurants."
Why It Works:
McDonald's doesn't have a specific target market in mind; instead, it appeals to people of all backgrounds who are searching for quick and good service. To win prospects' trust, it also makes a point of highlighting its status as an industry leader.
What is brand positioning?
Your point of distinction must be distinctive within your category and relevant to your intended audience. Select a broad target market and category without diluting your brand too much.
If your auto competition is going for males with "performance," think about going after women with "safety."
A brand is an assurance. Make sure your brand lives up to the distinctive selling proposition you've established.
Consider how your brand might change in the future. Don't restrict yourself until you absolutely must.
Avoid the urge to define the category in a way that suits your preferences. Instead, consider how the client defines it. Consumers don't say, "I have to go to my primary financial institution," even though a bank may aim to be their "Primary Financial Institution." They visit a bank.
Creating the "reasons to believe" is the next step after creating your positioning statement. For instance, L. L. Bean's distinctive selling hook has always been "outdoor quality that lasts." A major justification for believing in them and a vital message was their lifetime guarantee. Today, the brand is moving away from its basic message as it transforms into a lifestyle brand, but its positioning as a company remains the same.
The strategic positioning of a campaign should not vary. If the category doesn't change and your positioning remains relevant, take your time to get it perfect and stick with it. The perception of brands that modify their posture is frequently clouded.
Consider involving your company's stakeholders and/or employees in the process of clarifying your brand positioning statement. Owners frequently BELIEVE that every employee is on the same page and is aware of their distinct point of differentiation, only to discover that each person has a totally different perspective on the brand. You can find the ideal (and most truthful) positioning for success by using these several views in the creation of your brand positioning statement.
- Establish a vision board.
- Keep it succinct.
- Make your point memorable and distinct.
- Uphold the essential principles of your company.
- Include the consumer benefits that the brand offers.
- Make your company stand out from the competitors.
- Ensure simplicity.
- Connect with a coworker.
The target, the category, the differentiator, and the payoff are the four components that make up the definition of the positioning statement.
Clarity regarding your target audience is produced by brand positioning. It also explains to your target market why they should choose you as their firm and what makes your goods or services unique. You can use it to support your pricing strategy. A price plan may be supported by the brand's positioning.
You may verify that your brand positioning statement is having the desired impact on focusing your communications after you have put it into practice and have been utilizing it to direct your efforts. Hope this article helps!