How To Write A Brand Positioning Statement

How To Write A Positioning Statement Brand Template + Example


Fellow brand builders, have you ever scratched your head wondering how to make your brand stand out?

We all want our brands to connect with customers in a meaningful way. But crafting a compelling brand story is no easy feat. This is where a solid brand positioning statement comes in. Consider it the backbone of brand success. In this post, we’ll explore what a positioning statement is, why you need one, and how to write it step-by-step. You’ll also get an example to refer to. So grab your favorite mug, put your feet up, and let’s get crafting!

Understanding the Concept of a Brand Positioning Statement

Before we dive into the how-to guide, let’s pause to grasp what a brand positioning statement actually is. Essentially, it’s an elevator pitch for your brand, crisply communicating what you offer, your target audience, and most importantly—how you stand apart from the competition.

This powerful statement fuels messaging that sets you apart. It also acts as an internal compass for everyone involved with your brand, shaping that all-important perception in the minds of your audience. It’s not about flashy taglines or clever slogans. At its core, a positioning statement is all about clarity and differentiation.

So if it’s not outward-facing, why does it matter so much? Because this positioning guides decisions and actions that collectively shape brand image over time. From visual identity to campaigns and customer touchpoints, it informs everything.

When well-crafted, your statement makes what you offer crystal clear to customers. For your team, it’s like an ever-present guiding light keeping everyone aligned on what makes your brand special.

In a sea of noise and competition, a positioning statement is indispensable. For customers, it signals why you are worth remembering over alternatives. For brands, it becomes a North Star guiding all efforts—from identity to messaging and beyond.

Key Elements of a Brand Positioning Statement

Now that we understand what a positioning statement is, let’s examine the critical ingredients that set up brands for success:

Defining your target audience is the first step – avoid being generic. Who specifically are you creating value for? Detail demographics, psychographics, needs, and behaviors. The more precise you get, the better.

Identifying pain points is next. What frustrations stand in the way of your audience achieving their goals? Being ultra-specific on actual pain points allows you to position your solution as the antidote.

Clarifying the outcomes your brand delivers comes third. Get into the specifics – if your audience uses your product/service, what tangible outcomes will they achieve?

Naming the alternatives is fourth. Whether direct or indirect competition, identify what other options your audience has to solve their struggles.

Sharpening your differentiator is the final ingredient. Given the competitive landscape, what strategy, process or offering makes your approach fundamentally unique? What value do you provide that alternatives simply do not?

Getting extraordinarily clear in each area is crucial to an effective statement. Refine and enhance it over time as you gain insights from customers. A razor-sharp positioning statement, focused on a distinct target audience, transforms brand building from guesswork to a precision operation.

Crafting a Positioning Statement: The 5 Essential Steps

With the key ingredients in mind, let’s map out the process for crafting an effective brand positioning statement:

Step 1: Define Your Target Audience

Get ultra-specific on who you most want to serve. As an example, instead of “women,” it would be “busy moms in suburban areas aged 30-45.”

Step 2: Identify Their Pain Points

Detail the precise struggles your audience faces. For busy moms, key pains could include lack of time, tight budgets but also wanting the best for their families.

Step 3: State the Outcomes You Provide

If busy moms engage with your brand, what specific outcomes will they achieve? Perhaps it’s saving 4+ hours per week running errands or providing healthy, affordable meals for their family.

Step 4: Name the Competitive Alternatives

Whether direct or indirect competition, be explicit in calling out other options busy moms have to address their pains and achieve the outcomes they desire.

Step 5: Sharpen Your Brand Differentiator

Given the other choices available, what makes your brand fundamentally unique? How do you stand out from the competitive crowd in the value you provide?

Getting extraordinarily precise across all five areas results in a positioning statement that provides absolute clarity on who you serve, the outcomes they desire, and why your brand is distinctly qualified to deliver.

Refine it over time, and it becomes a guiding light for all branding and messaging decisions.

Putting Theory into Practice: Crafting a Compelling Brand Positioning Statement

Armed with the key ingredients for an effective brand positioning statement, let’s walk through a practical example to bring the theory to life.

We’ll put ourselves in the shoes of a fictional brand that creates customized meal delivery plans for busy moms trying to balance family, work, and personal health goals.

Our Target Audience

We serve busy moms in suburban areas, aged 30-45, who are interested in convenient, healthy meal options for their family.

Their Pain Points

These busy moms struggle with lack of time to grocery shop and prepare nutritious meals. They also grapple with tight budgets but want to provide the best for their families.

The Outcomes We Provide

By engaging our meal delivery service, busy moms save 5+ hours a week running errands and planning/preparing meals. We also deliver healthy, affordable meal plans tailored to their family’s nutritional needs and taste preferences.

Competitive Alternatives

Other meal kit brands provide convenience but lack customization. Local restaurants offer tasty food but aren’t specialized for health. And grocery stores are time-consuming and overwhelming to navigate.

Our Brand Differentiator

Unlike the competition, our brand provides personalized meal plans to deliver convenience, taste, nutrition, and affordability in one tailored solution for busy moms seeking the best for their families.

The end result is a positioning statement that clearly articulates our target audience, their struggles, the precise solutions we offer, competitive choices, and what sets us apart.

It provides a reliable compass for guiding all branding and messaging decisions moving forward.

The Proof is in the Positioning: Continually Refining Your Brand’s North Star

With a solid brand positioning statement in hand, the real work begins.

This vital document provides direction, but executing on that direction across all brand touchpoints takes persistence and finesse.

Here are a few closing tips as you embed your positioning into the fabric of your brand:

Use it Liberally

Refer back to your positioning statement often. Let it guide messaging, product development, hiring, partnerships – everything. It’s the North Star keeping your brand on course.

Test and Iterate

Treat your positioning statement as a living document. Test it with customers and employees. Fine-tune language. Add or remove details. As your brand evolves, ensure your positioning evolves along with it.

Inspire Your Team

Share your positioning statement with internal stakeholders. Rally them around your brand’s purpose and differentiators. When everyone understands the “why”, day-to-day decisions become clearer.

In today’s crowded marketplace, a differentiated brand positioning is no longer a “nice to have” – it’s a competitive necessity. Take the time to craft yours carefully. Distill what makes your brand special and communicate it crisply through a positioning statement.

Clarity and consistency will follow, driving preference for your brand over the alternatives. And that is the mark of positioning done right.

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