While that may sound like a mouthful, it’s actually just a really concise way of explaining the benefit that your brand brings to the world. We’ve cracked it! Think of it as a 15-30 … They make you think “Aha! Every marketing and product related decision needs to be in alignment with the positioning statement. A positioning statement focuses more on what your brand delivers to customers and how it's differentiated from your competition. It identifies the target audience, the product and its category, a specific benefit, and is differentiable from the nearest competitive alternative. A brand positioning statement is the beating heart of the brand, capturing the reason the business exists and the legacy the brand aspires to be remembered for. We’ve got a winner!” But in real life positioning statements serve nothing except building up illusions. It must reflect the present while still having the flexibility to change as your business evolves. A positioning statement is an important communication tool you can use in interviews, networking events and social functions. Create a positioning statement that will serve to identify your business and how you want the brand to be perceived by consumers. Well… Your positioning statement will dictate how your business approaches sales, growth, marketing, and even how you build the product(s) or service(s) you offer customers. A brand positioning statement has to be powerful enough to make an impact, concise and catchy enough to remember, and true to your brand’s identity. Positioning statements, as a genre, are impractical. Positioning Statement Development Both theorists and practitioners argue that the positioning statement should be written in a format that includes an identification of the target market, the market need, the product name and category, the key benefit delivered and the basis of the product's differentiation from any competing alternatives. (And it saves you tons of time in the long run.) Given the importance of a brand positioning statement, writing one is not a process to be taken lightly. Who (statement of need or opportunity) (Product name) is a (product category) That (statement of key benefit) Unlike (competing alternative) (Product name) (statement of primary differentiation) Remember that this formula is flexible. A positioning statement is simply a brief description that distinguishes a product, brand, or vendor in the marketplace. It’s a single sentence stating exactly what your position in the employer marketplace will be. Before getting started with the statement templates and examples, let’s briefly break down the key concepts above. A positioning statement is a statement that summarizes the brand positioning decided by the organization. A positioning statement expresses the essence of a brand with precision. This statement is for employees’ eyes only and is used to ensure all business efforts are on par with your overall brand identity. It defines how the company perceives itself and interacts with a product, service, or company. It’s the written statement that encapsulates the main value of your product or service. A positioning statement is a small but powerful piece of a company’s marketing collateral. A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. More simply said, a unique positioning statement, is how you stand out and attract customers in a noisy marketplace. A positioning statement is a short, structured sentence that explains who your company is and who you’re talking to, what sets you apart and why someone should care. There are four basic elements or components to a positioning statement: A positioning statement—also called a purpose statement—isn’t a tagline, or an elevator pitch, or a mission statement. A positioning statement is a written description of the objective of a specific strategy. If you’ve been playing along, you should have a brand positioning statement drafted up. A brand positioning statement explains what your brand does, who you target, and the benefits of your brand, in a short, concise statement. But, in the long run, a positioning statement grounds you and leads to lasting success. Your brand positioning statement is the easiest way to identify how you need to promote yourself to others – whether online or face-to-face. What is a Positioning Statement. [31] Positioning statement vs mission statement A position statement is sometimes confused with mission statements and value propositions, but there are a few key differences: Positioning Statement: Used to align messaging on internal teams, though a good positioning statement is often versatile enough to use externally, too. In just 90 minutes you'll learn the secrets to building, critiquing, and applying a positioning statement to your product and marketing plans. A position statement lets people know where you stand on an issue. A positioning statement is ever-changing. Positioning is the process of identifying an appropriate market niche for a product (or service or brand) and getting it established in that area. The examples show how the positioning statement sets the business and its offering apart from others. It belongs inside the organization, and it's made evident to consumers in many different ways, not exclusively using marketing tools. It is a one or two-sentence statement defining the company’s approach to their reputation in one or more markets. Your positioning statement might be some of the most powerful sentences you ever write. The brand positioning journey Your customers should never see it or hear it. A positioning statement is the “pitch” of your value proposition. Every firm tries to occupy a portion of the mind and heart of their target group using a positioning statement. Proofreading Your Brand Positioning Statement. Here’s mine: Brice Co. provides Men ages 24 -35 with lower prices on sporting goods than any other sporting goods store. The importance of a positioning statement A brand positioning statement is an internal aspect of your overall brand strategy as it … They perplex and confuse. The brand positioning statement explains how they make this happen. Writing an efficient brand positioning statement requires a bit of finesse but these steps simplify the process. The purpose of writing a positioning statement is to ensure that all of your marketing activities for a customer group are consistent and clear. Although this is the work that happens before the brand positioning statement is written, a statement should not be defined without developing your positioning strategy. This persuasive one-line statement is internal-facing, designed to guide the business forward in a purposeful way. Brand Positioning Statement Examples. Positioning statement is a written communication statement which describes a product, brand or service in a way that a perception in created in the customer's mind. A brand positioning statement is a sentence or two explaining what your brand does, who exactly your brand is targeting, what benefits your brand brings to the market, and the “proof” you have that you’re the one for the job.. The positioning statement is a subset of a value proposition that optimizes it for marketing communications purposes. Creating a brand positioning statement might feel like slowing down a little when you're ready to jump in on the more visible aspects of your brand, like building a website or creating a course. Brand positioning explains to customers the values, benefits and ideals of your specific brand. Initially, focus on writing a positioning statement that’s only used internally. But in some ways, it’s more important than anything else you do, because it informs everything else you show to customers. Your position statement should include: What customers see is the brand slogan or tagline, the marketing campaigns and ads in all of a brand's touch-points.. What Is Brand Positioning? It’s a great tool to help you view your own business strategically, and to explain your strategy to outsiders when necessary. It implies strategic focus and a strategic match between target market, market need, and business offering. A positioning statement is a one or two sentence declaration that communicates your brand’s unique value to your customers in relation to your main competitors. lets look at some good positioning statement examples. 1) Define the position of the brand. A properly-designed brand positioning statement helps to make you distinctive, and ensures that you create a real, lasting connection with your target audience. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. It defines how a product or a brand distinguishes itself from the competition, explains how the benefits from the product or brand will help the client, and how these benefits will be communicated to the prospective customers. The following positioning statement example was used by Amazon.com in 2001, when it sold books almost exclusively: For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. A good positioning statement maintains focus on the brand as well as its value proposition and you can easily work on marketing strategy and tactics. A bold claim, right? A positioning message is a concise statement about your business, primarily for internal use, that defines how your products, services and/or brand satisfy customers’ needs in a way your competitors just can’t. Positioning statement is an internal tool for marketers. The centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only. It’s meant for you and you alone. A good position statement will be well-researched and written in a structured manner. 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