Brand positioning statement Brand positioning statement

Brand positioning statement


Table of Contents

What is a brand positioning statement?

If you want to win the market, you need to focus on your customers. We have heard this quite a lot. Prioritising the customer and giving importance to their needs and opinions is the key to a successful business. But how do we know about their thought process while perceiving your brand? How will you introduce your brand to the market if you yourself have no complete idea about it? Of course, it sounds absurd, how will the brand owners not know their own brand? 

The reason behind it is, you may have a clear understanding of your brand and its purpose, but how do you explain it to the world effectively? The answer is a brand positioning statement. 

A brand positioning statement explains what your brand has to offer to them, to whom it is dedicated and its features in a short and concise statement. A brand positioning statement is not to be confused with a mission statement or vision statement, as a brand positioning statement is an internal tool that syncs the marketing strategy with the brand’s goal. 

Brand positioning statement has 4 elements, as per beloved brands:

Brand positioning statement Brand positioning statement

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How to write an effective brand positioning statement?

A brand positioning statement is an internally used document that does not refer to a tagline. Hence, it needs to be short and clear with respect to depicting the brand’s goals and features to the staff. 

  • Brand category 

Your brand may fall into one or multiple categories, you need to focus on which categories do your brand and the products cover and what features are you going to provide them. 

Being clear about the sections and subsections in the industry will help you map out your brand. 

  • Target audience 

The second most important thing while framing your brand positioning statement is to lock the target audience. You need to know WHO you are talking to. Your brand positioning statement should specify the people it will be serving. For example, the brand positioning statement of Starbucks comes out to the working-class people who want to stop by for a coffee and chitchat with their friends. 

  • Customer benefit 

Customers need to figure out what you are providing. Your brand statement should specify the new feature or general feature that the brand provides more efficiently from the competitors. 

The statement should boldly tell what is going to be the customer benefit. 

  • Brand delivery promise 

Whatever you promise to provide the audience, make sure you have enough support and technology to back up that promise. Example: our brand is the world’s first automation providing software company. 

In this case, the brand needs to have enough technology and efficiency to support that claim. 

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Best practices for a brand positioning statement

  • Industry history – keep in mind what has your brand done in the past. While introducing new features or modifying your brand positioning statement, keep in mind the historical records of the brand. It is important to take into consideration what have the customers perceived of your brand in the past. 
  • Current position of the brand – gauge your social listening and understand your current position. Listen to how your customers discuss your brand on various social media platforms. 
  • Decide a goal – make sure you are keeping your goal in front of you while framing the positioning statement. Your statement should be suited to what you will be providing the customers. 
  • Plan accordingly – make sure you give what you claimed to give. Keep a strategy in place to decide how will you deliver the product with efficiency and features that were promised to them. 

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