Your brand positioning statement maps out the way your brand presents itself. It absolutely needs to educate and inspire. Learn how to motivate teams with bold, clear-cut positioning statements.
What Is a Brand Positioning Statement?
A brand positioning statement provides focus and clarity for a brand. A brand positioning statement defines a company’s target market, genre/category, value and commitment. It is a to-the-point description distributed internally to provide a standard that upholds brand consistency company-wide.
Think of brand positioning like a color guide for painting a house. The head painter gives everyone a sample sheet of paper with the color blue on it. Each painter can refer to that color before they lay a coat down. This ensures each wall gets hit with the right color. Brand positioning statements give companies a color-coded guideline so that each project reaches the right walls with the right shade of blue.
How to Write a Positioning Statement
Before you do anything (and this is important), you need to visualize and map out a blueprint of your brand positioning statement. The minor details come later in the process, but you need the fundamental core of the statement locked in before you write anything.
Think of writing a positioning statement like an apple tree. You can’t worry about harvesting apples if you haven’t planted the seeds. Similarly, it’s vital you develop a list of basic brand principles and plug them into the fundamental necessities of a positioning statement. Plant your tree of basic elements before worrying about how to harvest the apples it produces.
3 Fascinating Factors Guaranteed to Produce Powerful Positioning Statements
You absolutely must hammer home every critical component to ensure your statement is a transparent code of your brand. Plug your brand ideals into the positioning statement using these three points.
- Pain Point. Plus Solution
A pain point is a problem consumers have. Your brand is the solution. Make sure all internals know it and are constantly reminded. It’s the key to everything, and the key is invisible to the markets unless your entire enterprise is working to promote it. Get the pain point your brand solves into the positioning statement.
- Not Just the Target Market; The Detailed Target Market
Don’t target 30-somethings who need a toothbrush. Instead, target millennials who need whiter teeth and fewer dental bills. The further you detail and pinpoint your market, the better your teams relay the importance of your brand.
- Hit Them Right in the Feels
Interestingly enough, most customers don’t care what your company does or the features it can provide. They care more about how your brand delivers positive emotional improvements to their life. Your brand should let them know they’ll feel in control, or inspired or safe. Ensure your brand statement pushes an appeal to consumer emotions.
Your brand positioning statement isn’t a push toward promoting brand properly – it’s a shove. Make sure it reflects as such when company internals review it.