Position your brand for success.
This seemingly simple task takes extensive time, research, and company-wide reflection to ensure your customers are perceiving your brand the way you wish it to be perceived.
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Creating a brand positioning statement allows your company to compile its efforts to establish a uniformed direction to ensure positive public perception.
A brand positioning statement is an internal guideline used to align your company when making decisions related to advertising, marketing, strategy, and more. It should answer these three questions: Who are your customers? What can you provide them that the competition can’t? Why should they believe you?
A positioning statement is ever-changing. It must reflect the present while still having the flexibility to change as your business evolves.
This statement is for employees’ eyes only and is used to ensure all business efforts are on par with your overall brand identity.
Once you fully understand what a position statement is and the steps used to write one, let’s utilize our template to create positioning statement examples for some of the most beloved brands in America.
Remember, positioning statements are kept from the public’s eye, so these are just examples created from what we already know from each company’s popular brand identity.
[Your brand] provides [your offering/benefit that makes you better than competitors] for [your customers] who [customer needs] because [the reason why your customers should believe you are better than competitors].
To get us started, I'll use my company, G2, as an example.
G2 provides a B2B review site for business professionals who are looking to quickly discover, buy, and manage the best technology for their needs. Unlike other B2B review sites, G2 offers 700K+ unbiased and verified user reviews in over 1400 categories.
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TIP: Is your business in the market for new software, but you aren't sure which one to choose? Find the best software for your specific needs on G2!
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Apple provides cutting edge technology for tech-savvy consumers who want the top of the line laptops, computers, and mobile devices. Apple promotes inclusion and accessibility for all and takes responsibility for its employees in addition to committing itself to sourcing the highest quality materials and products.
Source: Apple.com
Chipotle provides premium, real ingredients for customers looking for delicious food that’s ethically sourced and freshly prepared. Chipotle’s dedication to cultivating a better world by cutting out GMOs and providing responsibly raised food sets them apart in the food industry.
Source: Seeking Alpha
Disney provides unique entertainment for consumers seeking magical experiences and memories. Disney leads the competition by providing every aspect of related products and services to the world and appealing to people of all ages.
Source: Disney
Starbucks offers the best coffee and espresso drinks for consumers who want premium ingredients and perfection every time. Starbucks not only values every interaction, making each one unique, but the brand commits itself to the highest quality coffee in the world.
Source: Starbucks
As you can see, the tag-lines on each brand's advertisement touched on at least one aspect boasted in the example positioning statement. This is exactly what brands need to do to ensure clear public perception.
The most obvious and notable brand features should always be the main points advertised. Allow your brand positioning statement to eliminate confusion and provide a strong direction for your business to accomplish its marketing goals.
| TIP: Has brand marketing piqued your interested? Learn what skills and experience are required to become a brand manager. |
Creating a singular statement that encompasses the entire essence of your brand may seem like an impossible task at first glance, but it really comes down to having a comprehensive understanding of the direction your business needs to take to accomplish set goals.
Utilizing the template provided in this article will assist your business in building a strong brand position statement that ultimately defines your presence in the marketplace and aligns all business efforts for the future.
Learn how to make your business stand out in the marketplace by improving your brand identity with these 5 basic steps!
When you’re clear on your purpose, your work gets clearer, too.
by Sarah Brooks
