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Writing a brand positioning statement is a tedious job. It is a short statement to define a specific brand, who it is recommended for, how it helps, and what makes it better than the others. It is a lot to say in a short sentence.
Why not check out the best if you're looking for some astonishing brand positioning statements? By checking out the positioning statements of successful brands, you will get an idea of how it's done.
Here's everything you need to know about a good brand positioning statement and some examples.
What is a brand positioning statement?
A brand positioning statement helps you set your niche in the segment. It answers the given questions:
- Who are you?
- What your job is?
- What are your mission, value, and objective?
The goal is to establish your presence in the market.
Consider it as an elevator pitch to your target customer. It is more like a powerful statement that reveals to customers how you are different and why they should choose you instead of your counter mates.
Positioning statements are equipment to help marketing teams appeal to their buyer personality in a particular manner. They're a must-have to develop a positioning strategy as they provide a vision for your company.
With a precise and efficient positioning statement, you can make your prospective customers understand your business in one glimpse. Buyers want to know how your product and purpose separate you from the others without purchasing the product.
Purpose of a brand positioning statement
A positioning statement's purpose is to express a brand's value proposition to its target customers. It covers your brand's identity, goal, and exceptional features to enhance a buyer's experience.
To draft your brand positioning statement, you should cover these business facets:
- Your goal
- The value you offer
- The product/ service you provide
- Reason for being in the business
- How are you different from your competitors
Now let's share how a brand positioning statement differs your brand from others by looking at some examples.
Excellent brand positioning statement examples
1. HubSpot
Since its establishment, HubSpot has had a goal to make the world more inbound. With more than 100,000 customers in over 100 nations, HubSpot's services, support, and software have helped transform how they interact, attract and help customers. Including Sales Hub, Marketing Hub, CRM, and Service Hub, it offers businesses the tools to develop better.
The reason it works
Using a precisely-defined mission and track record that captures prospects' attention, HubSpot's positioning statement rules with its reliability and trustworthiness and the elite range of products to help businesses scale better and prepare themselves for the coming future.
2. Coca Cola
Coca-Cola has been offering a broad range of refreshing drinks for years- each offers a positive experience to customers. Dissimilar to other beverages, Coca-Cola drinks inspire happiness and positively change a customer's life.
The reason it works
While the brand offers beverages, Coca-Cola's positioning statement includes a positive experience that they offer to its customers. By working with people's emotions with its range of products, they aim to improve their lives- even with something as tiny as a beverage.
3. Alaska Airlines
Alaska Airlines is an airline people choose and prefer. Every day, they are guided by their deep values of safety and doing the right thing, delivering results, and being remarkable at their work. Also, the airlines promote a diverse and inclusive culture.
The reason it works
Alaska Airlines drafts its positioning statement with love and care. Potential customers are given the feeling that they are more than a typical transaction. Every customer is treated uniquely worthy of delivering exceptional service and inclusive experience.
4. Amazon
For consumers looking ahead to purchasing a broad range of products online with quick delivery, Amazon offers a single-stop online shopping store. Amazon stands apart from other retailers with its passion for creativity, consumer obsession, and commitment to operational fineness.
The reason it works:
Amazon eliminates the chase in its brand positioning statement, proving to be a testimony to its success. It marks that its store is a one-stop shop to find everything they want and help customers accomplish their goals.
5. Impact
Impact has transformed how inbound marketing is performed and explains to businesses the agency-client relation via exceptional ideologies of "They Ask- You Answer."
Rather than developing a dependency cycle, they empower the companies to take ownership of their marketing and virtual sales. Rather than cooking for you, they teach you how to cook.
The reason it works:
Impact's positioning statement states how it walks against all odds to better serve its customers in the market by removing all types of dependency.
6 Beauty Counter
The company is pioneering a movement towards a future with clean beauty. They are empowered with a mission to get safe products into everyone's hands. Draft, suggest, and educate- this is their motto to create products that perform well by holding on to the supreme standards of safety. In simple words, beauty should work for you.
The reason it works:
Compared to other beauty brands striving to fix customers' complexions without focusing on their constituents, Beauty Counter follows a unique strategy that beauty goes beyond looks. The goal is to work towards cleaner, securer ingredients to attract customers.
7. Nike
For sportspeople looking for high-quality fashion athletic wear, Nike offers customers with best sports apparel and footwear made of top-quality materials. Nike's dedication to innovation and commitment to focusing on the latest technology is the reason behind its advanced athletic apparel and footwear.
The reason it works:
Nike's positioning statement marks its product to serve athletes better without using any exclusionary language to outline what a true athlete is. So, by treating everyone alike, they derive value from their product line.
8. Apple
For those who want a good computer or smartphone, Apple rules the industry with its innovative line of products. Apple focuses on technological research and takes a creative approach to its business practices. It designs and develops its products considering their impact on customers and the planet.
The reason it works:
Apple's positioning statement works because it is designed for people of all backgrounds looking ahead for a high-quality product with an intention to innovate and help people and the environment around them. It also earns customers' trust by stressing its industry authority.
9. McDonald's
For people looking for quick service food with a good customer experience, McDonald's is a good fast food brand known for its friendly and consistent service across multiple locations. McDonald's effort to enhance operations and customer satisfaction makes it stand apart from other such restaurants.
The reason it works:
McDonald's covers all types of customers aiming to offer a quick and satisfying service. It also rules as an industry leader because of the trust it has gained from prospects.
10. Tesla
While most consumers consider Tesla, an automotive company, the brand is a high-performance energy organization with a futuristic perspective. Its strategy screams in all touchpoints they provide, making the company cover a premium position in every niche they enter- with its elite pricing model.
The reason it works:
With a mission to accelerate the transition towards sustainable energy and focus on environmental benefits and safety- Tesla aims to make every vehicle safe, enjoyable, and fun by integrating features like gaming systems.
How to write your brand positioning statement
When writing your brand positioning statement, here are some tips to consider:
1. Develop a vision board
These statements are in written form. As they don't have images or videos, it may be challenging for businesses to share who they are and their purpose in some sentences.
To eliminate the blank page syndrome, you should draft a vision board. According to Columbia University research, it was found that emotional response is proportional to visual image traits. To use the response, check for images that signify your customer in the environment where they need your product/ service.
Developing a vision board that showcases your target customer when they need your product the highest will help you reveal the true element of your brand positioning statement.
2. Tetap ringkas
Your brand positioning statement should strike a balance between concision and comprehensiveness. It should clearly and effectively communicate your brand's unique identity and what sets it apart from competitors.
A statement that is too long or flowery will detract from your message, whereas a statement that is too brief may fail to capture the entire essence of your brand. Striving for three to five sentences is a good rule of thumb, but the most important thing is that the statement accurately reflects your brand and its core values by avoiding buzzwords
3. Focus on its uniqueness and make it memorable
Your brand positioning statement should be a distinctive and compelling representation of your company and the problems it aims to solve. It should clearly articulate the unique qualities of your brand and the value it offers to potential customers.
In a crowded marketplace, it can be challenging to stand out and capture the attention of consumers. Your statement should be a salient, succinct declaration of the distinctiveness and superiority of your brand and why it is the preferred solution to the problems it addresses.
4. Be loyal to the core value of your business
The positioning statement should reflect the core values of your brand accurately and succinctly. It serves as a guide for both internal and external audiences, helping to align new employees and reinforce the brand's commitments to existing team members and customers.
By clearly communicating the brand's values, the statement ensures everyone is on the same page, working towards a common goal and upholding the brand's promises.
5. Add what your brand plans to deliver to its target customers
Your brand offering should be a central component of your positioning statement. It should clearly convey who your company serves and how it addresses their needs.
The statement should succinctly define your target audience and highlight the unique value your brand provides to this group. This clarity ensures that both internal and external stakeholders understand the focus of your business and the reasons customers choose your brand over others
6. Make your business stand apart from your competitors
A good positioning statement should include what differentiates a brand from its competitors. Showcase the unique traits of your business and how they will help serve your audience. You can also go for a niche marketing tactic.
Is your brand for underrepresented target customers? Does it involve cause-related campaigning? Let your audience know about it clearly that you're filling in the gap.
7. Always choose simplicity
Your brand's positioning statement should be straightforward and easily understood to ensure alignment in crucial business decisions. A simple and straightforward statement will be more convincing and engaging than a complicated one.
By making the brand's value and offering evident, potential buyers will clearly understand your brand and be more likely to continue their journey toward a purchase.
8. Consult someone
Your positioning statement may require revision after initial drafting, as it may contain jargon or unclear language. Though it may not be public-facing, it should be easily understandable to all stakeholders, including investors, new hires, and external partners.
You can also hire a team to do it for you and give you honest feedback. They may offer meaningful observations that you may have overlooked.
Kesimpulan
Brand positioning is a significant part of a business's marketing strategy. Every company highlighted above has a unique idea or value proposition that distinguishes it from its target audience.
To craft a strong brand positioning statement, consider the points that make your brand's story different from the others. What are your fundamental values? What unique experience do you offer your customers that other brands cannot? Focusing on such points will help you develop a business that stands unique from its competitors.
Remember, the best brands in the world have successfully used brand positioning statements to develop their place in the market. An effective positioning statement can be a big help in crafting your market niche. It can help your brand scale and develop your customized customer base.
