Have you ever wondered how classic brands like Coca-Cola and Walt Disney remained successful all these years? The answer lies in their brand positioning statement. These brands knew what they stood for and could communicate it clearly to their employees, suppliers, and customers.
What is a positioning statement, and how can you effectively craft one? Let’s dive into the details.
A positioning statement describes your products or services and explains how they meet the needs of your target market. It should state your unique value and brand identity , as well as how you want your brand to be perceived by your customers and competitors.
It’s often an internal private document not meant for public knowledge because it highlights your key differentiators and competitive advantages. The positioning statement is also designed to help your marketing team align their campaigns with the company’s brand and value proposition.
With so many options out there, buyers want to know what they’re getting before fully committing to a purchase. When you have a clear positioning statement, customers will understand your business at first glance.
A positioning statement also makes it easier for marketing teams to create impactful campaigns that achieve their goals. You can reduce the risks of failed campaigns because your team will have a clear vision of your brand and can accurately convey it.
Every time the marketing team launches any on-brand experience, it will resonate with the intended market leading to better sales and lower costs. Your product or service will stand out from a sea of competitors because it’s clear what makes you different and why they should choose your brand.
When crafting a positioning statement, you have to understand the key elements it should cover. Defining each element will help you create a clear statement that won’t leave any doubt as to its interpretation.
Here are the crucial elements of a positioning statement:
Knowing your target audience will help you create buyer personas that define their motivations for purchasing your products or services. Identify their demographic, psychographic, or behavioral characteristics and discover their pain points and challenges.
Understanding what motivates them to use your solution will help you define the outcome or experience they expect. Having a deep knowledge of your target audience will ensure a detailed and clear positioning statement, that doesn’t have vague details which are open to interpretations.
Our product is tailored for tech-savvy millennials who seek convenience and sustainability in their daily lives.
The example above clearly states that the target customers are millennials who know how to use technology and value convenience. From the statement, it’s already clear who the product serves and the right approach to reach them.
When you know your customers, you can clearly articulate the problem you’re solving for them. This will also help you demonstrate how your product or service solves this problem.
Answer the question: What problem does your product solve, or what need does it fulfill for customers? The answer is the primary benefit or value proposition of your solution.
We offer an eco-friendly meal delivery service that provides nutritious, chef-prepared meals delivered right to your doorstep, saving you time and reducing your carbon footprint.
In the above example, it’s clear that you offer a meal delivery service that’s eco-friendly, nutritious, and prepared by chefs. It targets customers who are eco-conscious and heavily favor sustainable efforts.
Your positioning statement should clearly define your unique selling proposition (USP). Lead with the benefits of your products or services rather than the features. Buyers resonate with the outcome of an offer (benefits) rather than how it achieves them (features).
Answer the question: How do you want your target audience to perceive your product or brand?
We position ourselves as the premium choice for health-conscious individuals who prioritize both quality and sustainability in their food choices.
Similar to previous examples, the statement above emphasizes quality and sustainability as the USP of the meal delivery solution. When aligned with your marketing efforts, potential customers are immediately aware of the benefits of your products or services.
It’s also important to communicate the underlying mission or purpose behind the brand. Employees and customers alike rally behind a brand whose purpose is something they support and believe in.
Your value proposition should answer the question: What drives your company beyond financial gain? The following statement shows that the brand is working towards a bigger goal of a healthier planet. It’s the driving force for creating convenient and environmentally responsible alternatives.
We are committed to revolutionizing the food industry by offering a convenient and environmentally responsible alternative to traditional meal preparation, ultimately contributing to a healthier planet.
Researching your competitors will help you identify how to position your brand in the market. Don’t stop at competitors offering the same goods and services. Instead, research companies that offer alternative solutions to the same target audience.
Your positioning statement should be able to answer the question: What makes your product or brand stand out in the market? In the example below, the service is differentiated by locally grown, organic ingredients packed in biodegradable materials.
Unlike other meal delivery services, we source locally grown, organic ingredients and package our meals in biodegradable materials, ensuring both freshness and sustainability.
When defining the value of your offer, come up with 3-5 core differentiators that set you apart from the competition. The combination of these key differentiators will help you provide a unique solution that other brands can’t easily copy.
It’s typical to confuse a positioning statement with a mission statement. After all, they appear to provide the same things when you first read them. However, a mission statement is a small component of a positioning statement. The mission statement answers the “why” of a business, while a positioning statement includes the “what, why, and how.”
Mission statements are also public-facing. Most brands publish them on their websites, brochures, and other marketing materials. They are crafted so customers can know why the business operates.
Positioning Statement
Mission Statement
Internal document only
Answers the “what, why, and how” of the business
Answers the “why” of the business
The value proposition is another term often confused with a positioning statement. A positioning statement has a broader scope than a value proposition, and it’s usually crafted after you’ve defined your brand’s value proposition.
The value proposition defines how your product or service is different from other solutions. It identifies your primary customer and gives an overview of the benefits your brand delivers. Meanwhile, the positioning statement incorporates the value proposition with the mission statement. The value proposition is the “what and how,” while the mission statement is the “why.” When combined, they form the positioning statement.
Now that you know what a positioning statement is and how it differs from a mission and a value proposition, it’s time to craft one. When writing your positioning statement, define the elements described above. You can use the following guide questions to help you.
Target Audience
Who are the people who will benefit from my product or service? What demographics (age, gender, income, interests) will my brand connect with? Where can I find my audience? What’s the best way to reach and connect with my audience?Value Proposition
What makes my product unique? Why do people need my product? What makes my brand special? How does my brand benefit my customers? What value does my brand offer that isn’t offered by others in the market?Positioning Strategy
How do I want customers to perceive my brand? What key messages or themes do I want to convey? How will I leverage my USPs to position my offer to my customers?Brand Purpose and Values
What is the underlying mission of the business? What are my core principles and values that guide the brand’s decision-making? How does the brand’s purpose resonate with the audience’s values and aspirations?Using the questions above as your starting point, you can follow these steps to write your positioning statement:
Set aside a dedicated and focused time to brainstorm answers to the questions above and let the ideas flow naturally without any filters. As your team comes up with answers, take note of the concepts that excite you.
Brainstorming is a creative process that will help you come up with the raw materials to build your positioning statement. As the team shares ideas, you’ll identify a pattern that your audience will also resonate with.
If you need further inspiration, you can create a vision board that contains images that represent your customers and the environment where they’re using your product or service. You can study these pictures to know your customers' emotions, characteristics, and actions.
You can also draw inspiration from similar brands, including your competitors. Don’t copy their statements, but observe how they crafted their messages.
Positioning statements may not be public-facing, but they are customer-focused. Your customers must be at the heart of your statement, and as your brand evolves, it must always remain faithful to serving their needs and wants.
Be as detailed as possible in identifying your audience’s pain points, attributes, motivations, and preferences. You can create customer segments that will help you further refine your messaging.
Positioning statements aren’t long-winded documents that span several pages. They are clear and concise statements that help readers quickly grasp the essence of your brand. Ideally, it should be 3 to 5 sentences maximum.
Remove any repetitive phrases and focus on translating complex ideas into simpler words. Concentrate on a few carefully chosen but impactful words that deliver a powerful statement. Review your statement from the eyes of a first-time reader and ensure it captures their attention.
Highlight the qualities that make your brand stand out to your customers. Reflect on your business values and convictions that humanize your brand, and make sure these qualities are prominently featured in your statement.
Be wary of using the same words and characteristics as other brand brands. The market is often saturated, and you want something unique and memorable. As the market evolves, constantly revisit these qualities and improve on them so your positioning adapts to changing customer demands.
Today’s consumers demand brands to be authentic and transparent. Often, your quirks and imperfections set you apart from others and make your brand more relatable, so don’t be afraid to be vulnerable and honest about your brand’s areas for improvement.
Transparency creates customer loyalty by building trust and enhancing your brand’s reputation. Avoid making promises you can’t keep in your statement because this will frustrate your team and mislead your customers.
Here’s a straightforward positioning statement template that works for any business:
For [customer], [brand name] is the [brand category] that [unique value proposition], unlike [competition]. We [brand promise] because we believe [brand purpose]. Our [points of differentiation] sets us apart from [competition].
Putting the statement into practice, here’s an example for a clothing brand.
“For [environmentally-conscious consumers], [EcoChic Fashion] is the [sustainable clothing brand that offers stylish and eco-friendly apparel], unlike [fast fashion retailers]. We [prioritize transparency and ethical practices] because we [believe in creating a more sustainable fashion industry]. Our [use of organic materials, fair labor practices, and transparent supply chains] sets us apart from [other clothing brands]."
Brands are unique and you may need a different format to convey your positioning, depending on your goals. However, the format above is a generic template that captures all the essential elements of a positioning statement.
You can also use a persona-based approach for your positioning document, which defines multiple customer personas and addresses their specific needs and preferences.
To better understand how a positioning statement works and to give you inspiration on how to draft yours, here are 16 examples of positioning statements from some of the best global brands. We’ve dissected their statements to help you define your own messaging elements.
Since positioning statements are internal documents, these statements were curated from the brands’ websites and public statements.
