What is a good Brand Positioning Statement? Worried and need help to write one?
A brand positioning statement defines what your brand does; the advantages it provides; and who it targets, assisting in the focus and alignment of marketing activities. Writing a brand positioning statement will help you identify the type of business you want to be and give your marketing a unified voice. Ask yourself these questions before you write a brand positioning statement.
What is the definition of a brand positioning statement?
Discovering consumer insights provides you a competitive advantage by helping you to satisfy your consumers’ demands and convey them more effectively in your marketing. You must, however, be aware of your own brand. That may appear absurd: after all, you know more about it than anybody else, right? However, because a brand is a complicated beast, it’s simple for your marketing to become dispersed. Is your opinion of the firm shared by the general public?
Do you truly understand what your consumers think of your company?
The purpose of a brand positioning statement is to convey what your company does and who you target and the benefits of your brand. In a brief, clear statement, describe who you’re targeting and the benefits of your brand. Although the statement is often an internal document, it should be used as a guide to ensure that all information is consistent.
The path of brand positioning
Your positioning statement can be written in a brainstorming session, but it may be more beneficial to build it as part of a larger journey. A basic remark will still be useful, but a more in-depth examination of the brand and industry will guarantee that your comment is placed in context. To make the statement, consider where you’ve come from, where you are now, and where you want to go in the future. Then all you have to do is figure out how to get there!
Recognize your industry’s history.
Knowing the history of your industry helps you comprehend its significance in the lives of consumers. Every sector has its own history, vocabulary, culture, and images, all of which will be reflected in your marketing. Understanding what customers think of your industry before looking at what they think of your brand helps you understand what they think of your brand.
Recognize your current situation.
What do your consumers think of you right now? Listening to your consumers, whether through polls, stories, or social listening, may help you here. Social listening offers the scalability of quantitative research with the added benefit of gathering client feedback. This allows for qualitative analysis, allowing you to decipher the words individuals use while talking about your brand. With a positioning statement, you can narrow your emphasis. To produce a really comprehensive brand positioning statement, do a brand audit to get a clearer understanding of where you are now positioned in the minds of consumers.
Determine your destination.
Your brand positioning statement will aid in determining the company’s and marketing’s path. As a result, it’s critical to know what you’re striving towards. Consider what the perfect product or service in your category would be. Having the ideal product in mind, no matter how far away it seems, might help you chart out your path to it.
Decide how you’re going to get there
You must be aware of the advantages you may provide to the consumer. These benefits may be used to elicit an emotional reaction, which is a strong marketing technique.
What is the best way to draft a brand positioning statement?
The positioning statement, rather than being a slogan, is usually utilized as an internal-only document. Regardless, it must be brief in order for it to be understood and remembered by employees. It should only have four components.
The product or service category in which the company works
Although the category/industry/vertical in which your business works will most likely be clear, it is nevertheless useful to consider. Your product may fall into numerous categories, or your industry may be divided into sub-sections. Defining the precise area in which you operate might help you focus your efforts.
Who is the intended audience?
Although you may have more than one, focusing on your primary target group sends a more clear message. Before making a decision, it’s a good idea to figure out who your most valued customers are.
The customer’s advantage
Not the glitzy new feature you’re ecstatic about, but the actual value your customers will receive from doing business with you.
The grounds for the brand’s commitment to this promise
A software firm may have the most sophisticated technology available, allowing for more functionality. Whatever the case may be, there must be evidence to support your allegation.
Then, using the following brand positioning statement template, you may combine these elements:
(Brand) is a… business that…..delivers …..by….
Latido leather, for example, is a custom-made leather apparel business that gives its consumers the spirit they need to live a fashionable lifestyle. It does this with a unique combination of high-quality stitching, design, and materials.
Examine the outcome.
You may assess that your statement is having the desired impact of concentrating your communications once you’ve implemented it and have been utilizing it to direct your efforts.
Listening to the voice of the consumer to comprehend the language being used and the brand connections individuals have when talking about you is a good example of social intelligence.
