You have a great product and a strategic business plan in place. It is time to get your name out there and be customers’ choice. Many people think having a great product and a business plan in place will suffice. While those two elements are crucial, they aren’t the only things that position your brand among customers.
In comes the brand positioning statements. Brand positioning statements help customers and your brand audience, in general, get a quick summary of what you do, what you are trying to sell and what you stand for.
Simply put, brand positioning statements are like a two-second elevator pitch to hook your audience and reel them into paying attention to you.
Essentially, what brand positioning statements are, are brief descriptions of your product or service and how they solve your customers’ problems. Brand positioning statements should align with the intended brand identity and brand message that a particular brand is trying to convey.
These positioning statements are also used as a quick and easy way to highlight a brand’s unique selling point and value proposition. It all depends on how smart and creative one can be at arranging words and constructing sentences.
Some brands have multiple positioning statements while some may have only one that they stick to for a long time. Some brands, on the other hand, have positioning statements depending on their marketing campaign. At the core of it, brand positioning statements shall address a brand’s target audience and how it will fulfil its customer needs.
Brand positioning statements can usually be found on company websites, product packaging and sometimes advertisements.
Purpose of a Positioning Statement
As mentioned before, brand positioning statements are created to communicate a brand’s value and identity to its target audience. The statements create a picture or an idea of the brand in the eyes of its potential customers.
Your brand positioning statement will set you apart from your competition. That is because each statement is unique to each brand and it highlights what you offer and how you offer it to your customers. As a business, constructing a positioning statement helps you and your team recognise customer problems and how you can solve them with your product or service.
Similarly, it also helps your business recognise your target market and curate your marketing efforts more effectively. When coming up with a marketing campaign, it is important that not only your consumers, but your teammates also understand exactly what message you as a brand are trying to convey. It could be what makes or breaks customer turnovers.
Brand positioning statements are also essential in making you creative. Each brand that is successful out there has its unique selling point. If you offer exactly what they do, how will you set yourself apart? Therefore, constructing brand positioning statements helps you and your brand find your market fit to capitalise on.
What Makes a Good Positioning Statement?
Brand positioning statements are not meant to be essay lengths. They are meant to be as concise and to the point as possible. If you could fit all that you have to say into one sentence, that would be great too.
So, what should brand positioning statements contain? To help answer this question, you could ask yourself the following questions:
You need to address your audience directly. This will come in handy in many places, most prominently when it comes to marketing because this is where we turn audiences into customers.
With a clear target audience, you can curate marketing content and campaigns that are specific to your customers and are relevant to them. This, in turn, makes you more likeable and remembered by them, which is key in positioning your brand.
What problems are you trying to solve?
If you have created a brand or service, then there must be problems you are trying to solve. If not, it would be pointless. So, it is very important to address the problems you are trying to solve.
This way, when your customers have a problem specific to your expertise, they will instantly be reminded of you being their solution.
What is unique about you?
This would be the million-dollar question for every single brand existing. This is what sells. This would be your brand purpose. So obviously you would have to include your uniqueness into your brand positioning statement.
How do you deliver the things that you have to offer?
Having a worthwhile product/service is one thing, your delivery is another. As a brand, if you want people to remember you, you need to be distinct. You can always set yourself apart through your side quests too.
For example, if you are selling a product, perhaps customize the packaging to your customers’ tastes. That would make you stand out. Now include that information in your brand positioning statement.
What is your mission?
This is all part of your brand identity. Your brand must have a vision for how you would want your future to look like, what you want to stand for, and what you want to represent.
All these aren’t mere ideas. These are the things that will help you connect with your customers. Make things personal, and make customers feel heard. Make that part of your mission. With that, you can position yourself better.
If all these things seem a little to daunting to figure out, fret not because we at Brand360 do exactly this for you. We can help you with everything brand-related from designing your brand to strategizing and marketing your brand. We got you!
Writing a Positioning Statement
Constructing your brand positioning statement doesn’t have to be daunting. Just make sure to include some of the key elements as mentioned in What Makes a Good Positioning Statement?
You need to tie all those points together and make it make sense to the ones reading it. It cannot feel redundant or draggy. Some things to consider when you are writing your positioning statement are:
Use simple words
Don’t bother trying to sound smart using fancy words. All this is going to do is make your customers feel confused. When that happens, the entire point of creating a brand positioning statement gets derailed.
So do yourself a favour and make sure you are curating one that is simple, direct to the point and easy to understand.
Not too long
Refrain from making your brand positioning statements like essays. They’re called “statements” for a reason. Keep them short by being wise with your choice of words. This would also be great for delivery as it won’t feel redundant.
Understand your audience
Instead of trying to write the “best” positioning statement, try writing one that speaks to your audience. A well-curated positioning statement will land well among the right set of audiences.
Even though this sounds like simple work, there actually is a lot that comes into it. Sometimes, we could all use a little guidance navigating it. At Brand360, not only do we provide brand-related services, we provide workshops too!
Whether you’re a full blown company or an individual looking to brand themselves, we got you covered with our lineup experienced speakers!
Examples of Brand Positioning Statements
So much about brand positioning statements that you might be wondering what good brand positioning statements actually look like?
Here are some examples of brand positioning statements that are simple, concise and straight to the point that deliver their brand messages well:
Nestle
Airbnb
Spotify
Mailchimp
Slack
Apple
Wrapping Up
Creating an effective brand positioning statement is essential for setting your brand apart and connecting deeply with your target audience. It’s about clearly communicating who you are, what you offer, and why you’re different concisely and compellingly. Remember, the goal is to make your brand memorable and relevant to your customers, solving their problems and fulfilling their needs uniquely.
We understand that crafting the perfect brand positioning statement might seem challenging, but you’re not alone in this journey. At Brand360, we’re here to support you every step of the way. From defining your brand’s essence to strategizing and marketing, our experts are ready to help you make your brand stand out in the marketplace.
Don’t miss the opportunity to make your brand shine. Join our workshops, consult with our experienced speakers, and let us assist you in navigating the complexities of brand positioning. Together, we can create a statement that truly represents your brand and resonates with your audience. Contact Brand360 today, and let’s start building your brand’s success story!
Chinese 
English