Writing a Brand Positioning Statement

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A brand positioning statement is critical to your overall strategic business and marketing plans. Yet, few companies have one, use it, or care to write one.

BrandWatch defines a brand positioning statement as “a statement that explains what your brand does, who you target, and the benefits of your brand, in a short, concise statement. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent.”

Benefits of Brand Positioning

  • Creates an emotional connection to your audience: Your brand positioning statement should guide your messaging. It’s easy to use it as a tool for relationship building because it speaks directly to your audience and their needs. 
  • Acts as a navigational compass for your strategic initiatives: All decisions made for the company should align with your strategic plan. Your strategic plan should then follow your brand positioning. Ask yourself how the efforts you are executing serves your audience and the value you bring to them. More often than not, if it doesn’t align with your brand positioning, it won’t align with your strategic plan. 

Before you begin writing your brand positioning statement, identify your target customer, the market or category you are in, your competition, your brand promise, and how you will deliver on that promise.

Here are a few questions to help you get started with your brand positioning statement. 

  • Does it differentiate you? 
  • Is it unique?
  • Does it show the value to your customers?
  • Is it memorable?
  • How easy would it be for a competitor to copy?
  • Does it position your brand for long-term success?
  • Will it help you make effective business decisions?

Brand Positioning Template: 

 For (target audience) who (statement of the need), the (solution name) is a (category) that (statement of key benefit). Unlike (competitors), our product (differentiation).

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