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.