A brand positioning statement, positioning strategy or brand strategy is an outline that defines the placement of your company or brand among all the other businesses of the same nature. It describes how unique you are and what are the good traits that your business has that no other company has. Creating your brand statement is as crucial as the marketing plans that you use to increase your profit and to get ahead in the competition. In fact, it is already a strong marketing tool as it tells others the foundation of how you work as a company. If you are someone who looks into updating or creating your brand positioning statement for your company, what are the things that you need to consider? To get started, you can start out by checking out our free brand positioning statement samples.
10+ Brand Positioning Statement Samples
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11. Brand Positioning Statement Structure
What is the Importance of Brand Positioning?
Every business organization are always on the look out for competition, thus their products and services are always threatened by the latest development out in the market. It is imperative to make your brands stand out so it may be embedded in the minds of the consumers. You always want to be on top of the game, to be the remembered and to be top choice of the majority. This is why brand positioning is important.
How to Create an Effective Brand Positioning Statement?
It’s time to think and evaluate how you would like to present your product or service to the public. What does your brand stand for? Here are some key points to consider:
One major influence why a company comes up with a particular product or service are the target consumers. But this must be summarize and narrowed down to be absolutely sure who you want to reach out to. Which part of the greater whole could be drawn to your brand? From there, you will see that various groups of people will find interest in your company or brand.
Aim for a specific market category to be able to position your brand effectively. You will need to define which market category your brand may fall under. For example if your business falls under the transportation services, are you trying to offer movement of goods or carriage of passengers? Movement of goods can also still be subdivided to a more specific matter such as could this be for livestock or raw materials? The narrower your category is, the better that people will recognize your brand among others in the market. It may be hard to market your company in a narrower category but it will make you recognizable to possible customers and business partners.
Form a more realistic approach, don’t oversell or exaggerate just because you want to stand out. Customers are more attracted to the benefits and what it can do to make their lives better, functional and its cost effectivity.
Customers always look for a positive outcome or results to measure the effectivity of a brand. They would want something to convince them to buy your product or try out your service. A proof can arise from specific features or certain characteristics of your product or service.
V. Be Unique
This is perhaps the most important point that business owners should consider when writing their brand positioning statement as this showcases the things that you have over others despite being in the same product category. This is where you formulate strategies that will reach your market on the emotional and physical level. In this way, you will be able to leave a long-lasting mark and will have an automatic recall effect to them. You can also think of promotional stunts or advertisements that can have an impact on your market. Whichever applies to you, there should be something that you can offer that others don’t have.
What Is a Descriptor?
A short statement that comes after a brand name to describe what kind of product it is. Ex. Starbucks “Coffee”, Dell “Computers”.
What Is a Brand in Business?
A product or service with unique character, for instance in design or image. It is something consistent and well recognized by the public.
What Does a Generic Brand Mean?
A branding for a product or service that lacks the unique positioning and is known to have no recognizable brand logo. Example: Walgreens-brand Ibuprofen.
Overall, it is up to the customer to decided who or what they want to go for. And companies are tasked to come up with ideas to create a long lasting impression of their brands. This will help position your product and services into your customer’s mindset. It may be challenging task, competition is stiff and fierce but with the right brand positioning statement your company will be able to leave it’s mark on the market.
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