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14 Brand Positioning Statement Examples Brand Positioning

Brand Positioning Statement Examples: Crafting Your Brand's Essence

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To thrive in a competitive business landscape, you need to attract the attention and be memorable of your target audience. For this, you need a well-crafted brand positioning statement that helps you shape the audience’s perception, connect with the target market, and establish a unique identity. 

A brand positions statement, aka brand proposition or value proposition statement, serves as a concise expression of the unique value and benefits your brand delivers. It highlights the essence of what sets your brand apart and conveys its promises in a memorable manner. 

In this blog, we’ll look at 7 brand proposition statements and explore how surveys can help you define your own.

What is a brand positioning statement?

Before we dive into the positioning statement examples, let’s take a look at the brand positioning statement definition. It describes your products, services, and target customers, explaining how your brand fills the market needs. It explains what the brand does, for whom, and what makes it unique. 

The statement helps the marketing and sales team guide their messaging and communication to ensure it aligns with the brand’s vision. The statement helps you encapsulate how your brand is different from the competitors.

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What is the purpose of Brand positioning statement?

A good brand positioning statement will allow you to present your brand’s purpose and value to its target customers. It tells them why your brand is different in the market and what it is known for. 

A brand positioning statement can include the following aspects of your brand:

  • What the brand serves
  • The value that it offers 
  • What is the unique factor in your brand 
  • How do you position your offer

 

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Brand positioning statement - key elements

It shapes the foundation of your brand’s marketing. The focus of a brand propositioning statement is to design a niche that defines your brand in a unique manner to your consumers. Here are three key elements of creating your own brand positioning statement: 

01. USP: Why should customers choose your brand?

A unique selling proposition is the core of your statement. It identifies the features, benefits, qualities, and essence that sets it apart from its competitors. This element is an emotional or physical benefit. It is something you want to be known for, something that you do better than others. 

02. Target market: Which customers do you want to attract?

Identifying and understanding your target customers is pivotal to crafting your brand positioning statement. It ensures that the statement resonates with the needs, motivations, and preferences of the consumers. You might sell your products to a wide range of audience, but you want to focus on a specific group that is at the core of your ideal customer profile. 

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03. Brand value and personality: What value do you offer?

The statement should reflect the principles and beliefs that guide your brand’s behavior. Create a consistent brand personality that shapes how your audience perceives your brand.

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Brand positioning statements examples

Here, we’ll see some effective brand positioning statements examples and how they aced the markets based on their statements:

1. Pepsi 

Brand positioning statement: “To be the world’s best beverage company.” Being the best means providing outstanding quality, service, cleanliness, and value so that every customer is contented and happy with their products.”

Pepsi has been around for a very long and has managed to be the most favored drink. It is because it presents itself as a youth-driven and forward-thinking brand. It was able to deep root its foot in the market by providing unique products and general experience. 

2. Amazon 

Brand positioning statement: “Our vision is to be the earth’s most customer-centric company, to build a place where people can come to find and discover anything they might want to buy online.”

When we think of Amazon, there is not one thing that is not available. It provides everything right from books, house décor, clothes, and kitchen supplies, to payment methods and even an OTT platform.

It provides its users with a full-fledged experience of shopping in one place. Its logo depicts the same with the arrow that goes from “A” to “Z,” implying it has everything from A to Z that the customers need. 

3. Apple 

Brand positioning statement: “To bring the best user experience to its customers through its innovative hardware, software, and services. We believe that we are on the face of the earth to make great products, and that’s not changing.”

Apple is known as a luxury brand in technology, but that’s not what it is only known for. Apple advertises itself as focusing on the security of data of the customers, which is exactly what they prefer these days. 

Along with it, apple also produces unique products, which makes them one of a kind brand.

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4. Nike 

Brand positioning statement: “At Nike, we’re committed to creating a better, more sustainable future for our people, planet, and communities through the power of sport.”

Nike has grown through the years to gradually provide all the essentials for athletes, right from shoes to outfits and accessories. It is known for providing products that have comfort and performance. 

Nike promises its customers to provide quality products, and its slogan, “Just Do It,” motivates athletes to push themselves even harder every day, making them believe they are a part of something big. 

5. Facebook 

Brand positioning statement: “Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

Facebook was started as a communication application where people can connect to their old as well as make new friends. Even though a lot of competition came later on with the passing years, Facebook still stands as the prime social media platform all over the world.

Facebook is known to change the way the world sees online communication and interaction, which makes it special. 

6. Microsoft 

Brand positioning statement: “Empower every person and every organization on the planet to achieve more” to give a sense of unity to its separate business entities.”

Microsoft provides work-related software tools for businesses and huge organizations. Right from building operating systems, it now provides cloud technologies, showing that it is upgrading with the times. 

Microsoft is known for providing the perfect software suite that makes a PC efficient and has all things in one place. 

7. Alexa 

Brand positioning statement: “Alexa.com is a trusted source of insights into digital behavior that marketers use to help win their audience and accelerate growth. Subscribers to the Alexa Marketing Stack leverage rich competitor and audience insights that help them better understand their audience, discover opportunities for growth across multiple marketing channels, and manage the day-to-day workflows of planning, creating, optimizing, promoting, and measuring the effectiveness of their content marketing.”

Alexa’s brand positioning statement covers its capabilities of providing efficient service and giving confidence to the customers that they can develop trust in the brand. 

8. Starbucks

Starbucks brand positioning statement: “For individuals who want a high quality, premium coffee experience, Starbucks leads the coffee industry with its premium blend of coffee beans and wide range of products.”

The prominent and famous brand in the coffee industry, with its slogan “Bringing people together,” positions itself as a “Third place.” It gives people a space separate from home and work, thus promoting the social aspect of the brand.

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9. Harley-Davidson

Harley-Davidson, a heavyweight cruiser, is a world-renowned American motorcycle manufacturer. 

Its brand positioning statement: “For individuals who want to experience freedom and adventure on the road, Harley-Davidson is the leading motorcycle brand with a rich heritage and image of rebellion and individualism.”

The “Live Your Legend” brand conveys a strong sense of community and belonging among its patrons, offering a one-of-a-kind experience.  

10. Disney

Walt Disney Company’s brand positioning statement: “For individuals who want the best in family entertainment, Disney leads the media and entertainment industry with its iconic and beloved characters, stories, and franchises.”

A leader in the entertainment industry, Disney positions itself as a company that creates magical and memorable experiences for its viewers – family and children. The company that also offers an entertainment park and real-life experience in its make-believe work stands by its slogan of “The Happiest Place on Earth” with its mix of fantasy and nostalgia. 

11. Walmart

Walmart’s brand positioning statement: “For individuals looking for value and convenience, Walmart is the leading retail company with a wide range of products at affordable prices.” 

A globally-renowned retail corporation offers its brand as a convenient option with competitive pricing. Its focus is on delivering products at low prices to its customers, which also reflects in its slogan, “Save money, Live Better”. 

Walmart emphasizes delivering convenience to its shopper, as you can tell by reading how the brand expanded its product variety from 3000 to 7000 as per customers’ requests. 

12. McDonald’s

The brand positioning strategy of the fast food company everyone loves revolves around the idea of “Good food, fast.” 

McDonald’s brand positioning statement: “For individuals looking for a quick-service restaurant with an exceptional customer experience.” 

The leading fast food company positions itself as a convenient option for customers of all ages who are looking for a meal on the go. Its slogan, “I’m Lovin’ It,” appropriately reflects the same and emphasizes the positive emotion customers associate with the brand. 

13. Red Bull

Red Bull’s brand positioning statement: “For individuals who want an energy boost and want to be active and adventurous.” 

“Red Bull gives you wings” suggests its promise of stimulating the mind and improving performance. It appeals to its target audience of young adults, people with active lifestyles, and athletes by sponsoring athletes, providing fun activations like event photo booths, and hosting sports events to establish its brand positioning strategy successfully.

14. Dove

Dove’s brand positioning statement: “For individuals who want personal care products that are gentle and nourishing for their skin, Dove is the leading brand that emphasizes on natural, real beauty, and self-care.” 

The brand, with a diverse line of beauty products, promotes natural beauty and self-esteem. Its slogan, “Real Beauty,” positively reaffirms the brand’s commitment to body positivity and honoring the wide range of beauty.  

The brand supports its brand positioning strategy by challenging societal standards of beauty in its advertisements. It promotes an inclusive definition of “real women, real beauty.”

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What are the benefits of brand positioning statements?

Positioning statements play an important role in the development of marketing and branding strategies. Here are several benefits that contribtues to its importance. 

1. Differentiates your brand:

A strong brand positioning statement which reflects in its marketing campaigns, products, and services helps a brand stand apart from the competition. 

It establishes a strong and unique value proposition and clearly communicates what makes your brand different from the rest. The statements helps customers understand why they should choose your brand and how it can help them achieve their needs. 

2. Increases brand recognition:

The statement serves as a guiding principle for your branding, sales, and marketing communication. A clear and consistent message across various channels and all communications makes it easier for customers to recognize your brand. This promotes brand recall, enhances impression, and helps customers relate to your brand more efficiently. 

3. Builds brand equity:

A cohesive statement that resonates brand’s purpose becomes the foundation to develop brand equity. It helps you establish positive associations and emotional connection with the customers, influence the value and perception customers have of your brand. This can ultimately increase loyalty, trust, and brand growth. 

4. Fosters brand loyalty:

When customers repeatedly experience the promised value and benefits of your brand, they are likely to advocate for your brand. This helps you foster brand loyalty, enhance reputation, and acquire new customers through word-of-mouth. 

5. Aligns business operation:

A well-defined brand positioning statement provides a standard framework to align your marketing, product, and business strategies. It provides a direction and highlights the purpose of the brand which enables you to seamlessly coordinate across the company and make strategic deicions to drive business outcome.

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What role does the survey play in defining your brand positioning statement?

Surveys provide valuable insights into the target audience’s preferences, perceptions, and needs. As a result, it helps you craft a positioning statement that resonates with the target market and reflects how well your brand fits its needs. 

1. Helps understand the audience:

Using surveys, you can get feedback directly from the target audience. Survey questions can help you dig deep into their demographics, behavior, pain points, motivations, and attitudes. The insights help you learn how to craft a brand positioning statement that captures their attention. 

2.  Identifies benefits and key features:

Surveys allow you to ask respondents what features or benefits they find the most appealing and valuable. The feedback can help you identify the strengths of your product/services or brand and define the USPs. You can then use it to highlight the core value in your statement. 

3. Assesses brand perception:

Brand perception surveys enable you to evaluate how the target audience perceives the brand. Gather data on brand attributes, reputation, and how it fares against the competition to understand the image the audience has about your brand. It can help you realize how you need to write the statement to create a positive image of the brand. 

4. Test the message and refine it:

Once you have created brand positioning examples, you can use a survey to test various messaging approaches and phrases. Share position statement examples and ask customers to share their opinion and rate the different messages. You can gauge your position statement, identify one that is compelling and resonant, and fine-tune the message for maximum impact. 

5. Validate the statement:

Surveys can also help you validate various brand positioning statement examples and gain confidence in the one that best communicates the brand message. Solicit feedback from survey respondents on the impact of the position statement examples and assess if it clearly communicates the brand value and differentiators. The insights will tell you if you are on the right track. 

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Conclusion

By writing a positioning statement for your brand, you can effectively communicate your unique values and establish a stronghold in the competitive market. Crafting a compelling brand positioning statement requires strategic thinking, and surveys can play a vital role in shaping your message. 

A strong position statement serves as the backbone of your brand’s proposition and messaging. Evaluate and refine the message to stay relevant to your target audience.

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FAQ

1. What is a brand positioning statement?

A brand positioning statement is a concise message that communicates the value, advantages, and differentiators of a brand to its target audience. It defines the essence of the brand, its USPs, and its promises in a clear and compelling manner. A positioning statement includes the target audience, the brand’s industry or category, the value proposition, and the unique selling point. 

2. How to write a positioning statement?

Follow the six steps to write a positioning statement for your brand: 

  • Define your target market. 
  • Identify the industry or category your brand fits in. 
  • Define the value proposition of your brand. 
  • Identify and determine the key advantages your brand offers. 
  • Analyze your competitors and where they stand. 
  • Use the insights from the above points to write a statement that positively captures the attention of the target consumers. 

3. What are the 5 common positioning strategies?

Following are the five common positioning strategies: 

  • Differentiators: Emphasize the qualities, benefits, and features that sets your brand apart. 
  • Niche: Identify the specific segment of the market where your brand specializes. 
  • Cost leadership: Position your brand as the most affordable in the market. 
  • Quality: Communicate about the superior quality of your brand. 
  • Accessibility: Highlight how easily accessible your brand is to the target customers. 

4. What is a brand positioning statement in marketing?

In marketing, a positioning statement defines how you want the target population to percieve your brand. The statement guides all of your marketing efforts. It helps create consistent, compelling, and well-aligned marketing messages to reflect the benefits, differentiators, and values.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

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