What is a Brand Positioning Statement and how to write one
The complexities and confidence of executing the idea that you’ve thought for your business in your cinderella-moment come concurrently, inevitably. The chaos creating a tangled network from the sole inspiration is boggling your mind at this moment. But by the end of reading this, we can promise you some assured peace of mind and a lot of clarity.
For starters, clear your mind and illustrate this analogy - DNA as your Brand Position Statement. The fusion of ideas and your learnings or experiences form an alternating structure that becomes your co-pilot for every decision you make. It functions on complex mechanisms throughout its life and is itself just as simple a helical strand, carrying the core information. Well, all we are trying to say is the document of Brand Positioning Statement is metaphorical, a fabricated strand of DNA for your brand. It conveys all the instructions for your business to birth, grow or produce new products.
Why is branding so important in marketing? By definition, a personal positioning statement or a product positioning statement or even price positioning is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Every product and marketing decision you make analogy regarding your brand has to align with and support your positioning statement. It is a guidepost for your marketing efforts, helps you maintain focus on your brand and its value proposition while you work on any market strategy or tactics. Here are 6 keys to keep in mind before you begin to jot down a good and authentic positioning statement for your firm and answer the strategic relevance of branding
It is simple, memorable, and tailored to the target market.
It provides an unmistakable and easily understood picture of your brand that differentiates it from your competitors.
It is credible, and your brand can deliver on its promise.
Your brand can be the sole occupier of this particular position in the market. You can “own” it.
It helps you evaluate whether or not marketing decisions are consistent with and supportive of your brand.
It leaves room for growth.
More than it helps the other person to understand, it helps you and your team to have a common ground of understanding the aim, goals, objectives, strategies, target audience, and soul of your brand, to build the block paradigm on the blueprint of DNA. It’s the ultimate role of brand positing. Let’s begin with the basic bifurcation of what this statement consists of and how it is ensured to help you.
“What’s in the name?” Uh, everything, that might last till eternity! This segment comprises the brand name, the words associated with it, and a brand tagline. Ideally, the brand name leverages your brand positioning. It may reflect your inspiration, design attributes, and principles that your brand stands for. This could be a fractional glimpse or a sum-up of your brand. However, a brand tagline is not a marketing statement. It can evolve and we recommend keeping it open-ended.
Defining this category is a little trickier. Resist the temptation to define the category as you would like it to be. Rather, it should be defined in the words of your customers as well as your competitors. Sometimes, the more you narrow, the more it limits you. And the broader you go, the harder it is to differentiate. See why this is tricky? You’ve got to find a weighable balance. Even if your brand category is narrow today, consider where you might want to expand in the future. Don’t limit yourself unless you have to. But also, don’t over-complicate your niche of category.
The target audience is the specific group of people you are trying to reach. When choosing your target audience, it’s important to not target everyone. Even though you might sell your product or service to a wide variety of people, you want to focus on the core group most likely to need or want what you’re selling.
A unique point of difference
Your point of difference should be unique within your category, and meaningful to your target audience. Choose as broad a category and target audience as you can without spreading your brand too thin. All elements you draw under your firm need to work harmoniously. Needless to say, ensure your brand delivers on your chosen unique point of difference.
The reason of branding and why your brand would thrive and stand iconic is when you've stayed true to your brand positioning statement – even when your marketing or campaigns shifted. You would’ve found a specific niche that you could own, rather than trying to be everything to everyone. Brands that change positioning are often muddy in people’s minds. Campaigns transform, strategies evolve but your brand positioning should not. Take the time to get it right and stick with it unless the category changes and your positioning is no longer relevant. Condensing the craft of your positioning statement, you'll need to get crystal clear on these aspects of your business -
Who you serve.
What you offer them.
How you offer it.
Why you do what you do.
How this compares to what's already out there.
Thrilled to write your brand positioning statement? Here’s a free and accessible PDF of the Branding Workbook for you to download and get started! This document is an opportunity to spark and stimulate; learn more about your brand, so you make decisions and designs that can connect with users better and future-proof your business. It will help you position yourself, so you can achieve the contextual designs for branding & marketing, and to reach the required audience. Rest assured, the team of Design Process is just a call away to help you with your journey!