Have you ever ever questioned how traditional manufacturers like Coca-Cola and Walt Disney remained profitable all these years? The reply lies of their brand positioning assertion. These manufacturers knew what they stood for and will talk it clearly to their workers, suppliers, and clients.
What’s a positioning assertion, and how will you successfully craft one? Let’s dive into the small print.
What’s a Positioning Assertion?
A positioning assertion describes your services or products and explains how they meet the wants of your goal market. It ought to state your distinctive worth and brand identity, in addition to the way you need your model to be perceived by your clients and opponents.
It’s typically an inner personal doc not meant for public information as a result of it highlights your key differentiators and aggressive benefits. The positioning assertion can be designed to assist your advertising workforce align their campaigns with the corporate’s model and worth proposition.
Why a Positioning Assertion Issues
With so many choices on the market, consumers need to know what they’re getting earlier than totally committing to a purchase order. When you may have a transparent positioning assertion, clients will perceive what you are promoting at first look.
A positioning assertion additionally makes it simpler for advertising groups to create impactful campaigns that obtain their targets. You possibly can scale back the dangers of failed campaigns as a result of your workforce can have a transparent imaginative and prescient of your model and may precisely convey it.
Each time the advertising workforce launches any on-brand expertise, it is going to resonate with the supposed market main to higher gross sales and decrease prices. Your services or products will stand out from a sea of opponents as a result of it’s clear what makes you totally different and why they need to select your model.
Key Components of a Positioning Assertion
When crafting a positioning assertion, you must perceive the important thing components it ought to cowl. Defining every factor will assist you to create a transparent assertion that gained’t go away any doubt as to its interpretation.
Listed here are the essential components of a positioning assertion:
Goal Market: Who you serve
Knowing your target audience will assist you to create purchaser personas that outline their motivations for buying your services or products. Establish their demographic, psychographic, or behavioral traits and uncover their ache factors and challenges.
Understanding what motivates them to make use of your resolution will assist you to outline the result or expertise they anticipate. Having a deep information of your target market will guarantee an in depth and clear positioning assertion, that doesn’t have imprecise particulars that are open to interpretations.
Our product is tailor-made for tech-savvy millennials who search comfort and sustainability of their each day lives.
The instance above clearly states that the goal clients are millennials who know how you can use expertise and worth comfort. From the assertion, it’s already clear who the product serves and the best method to achieve them.
Model Promise: What worth you provide
When you recognize your clients, you may clearly articulate the issue you’re fixing for them. This may also assist you to show how your services or products solves this drawback.
Reply the query: What drawback does your product resolve, or what want does it fulfill for patrons? The reply is the first profit or worth proposition of your resolution.
We provide an eco-friendly meal supply service that gives nutritious, chef-prepared meals delivered proper to the doorstep, saving you time and decreasing your carbon footprint.
Within the above instance, it’s clear that you just provide a meal supply service that’s eco-friendly, nutritious, and ready by cooks. It targets clients who’re eco-conscious and closely favor sustainable efforts.
USP: The way you place your provide
Your positioning assertion ought to clearly outline your distinctive promoting proposition (USP). Lead with the advantages of your services or products relatively than the options. Patrons resonate with the result of a proposal (advantages) relatively than the way it achieves them (options).
Reply the query: How would you like your target market to understand your product or model?
We place ourselves because the premium selection for health-conscious people who prioritize each high quality and sustainability of their meals decisions.
Just like earlier examples, the assertion above emphasizes high quality and sustainability because the USP of the meal supply resolution. When aligned together with your advertising efforts, potential clients are instantly conscious of the advantages of your services or products.
Model Objective: Why you are in enterprise
It’s additionally necessary to speak the underlying mission or goal behind the model. Staff and clients alike rally behind a model whose goal is one thing they help and imagine in.
Your worth proposition ought to reply the query: What drives your organization past monetary acquire? The next assertion reveals that the model is working in the direction of an even bigger aim of a more healthy planet. It’s the driving drive for creating handy and environmentally accountable alternate options.
We’re dedicated to revolutionizing the meals trade by providing a handy and environmentally accountable various to conventional meal preparation, finally contributing to a more healthy planet.
Differentiator: What makes you totally different from the competitors
Researching your opponents will assist you to determine how you can place your model available in the market. Don’t cease at opponents providing the identical items and providers. As a substitute, analysis corporations that supply various options to the identical target market.
Your positioning assertion ought to be capable to reply the query: What makes your product or model stand out available in the market? Within the instance beneath, the service is differentiated by domestically grown, natural components packed in biodegradable supplies.
Not like different meal supply providers, we supply domestically grown, natural components and package deal our meals in biodegradable supplies, guaranteeing each freshness and sustainability.
When defining the worth of your provide, give you 3-5 core differentiators that set you aside from the competitors. The mix of those key differentiators will assist you to present a singular resolution that different manufacturers can’t simply copy.
Positioning Assertion vs. Mission Assertion
It’s typical to confuse a positioning assertion with a mission assertion. In spite of everything, they seem to offer the identical issues once you first learn them. Nevertheless, a mission assertion is a small part of a positioning assertion. The mission assertion solutions the “why” of a enterprise, whereas a positioning assertion consists of the “what, why, and the way.”
Mission statements are additionally public-facing. Most manufacturers publish them on their web sites, brochures, and different advertising supplies. They’re crafted so clients can know why the enterprise operates.
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Solutions the “what, why, and the way” of the enterprise |
Solutions the “why” of the enterprise |
Worth Proposition vs. Positioning Assertion
The worth proposition is one other time period typically confused with a positioning assertion. A positioning assertion has a broader scope than a worth proposition, and it’s normally crafted after you’ve outlined your model’s worth proposition.
The worth proposition defines how your services or products is totally different from different options. It identifies your main buyer and offers an outline of the advantages your model delivers. In the meantime, the positioning assertion incorporates the worth proposition with the mission assertion. The worth proposition is the “what and the way,” whereas the mission assertion is the “why.” When mixed, they type the positioning assertion.
Crafting a Positioning Assertion
Now that you recognize what a positioning assertion is and the way it differs from a mission and a worth proposition, it’s time to craft one. When writing your positioning assertion, outline the weather described above. You need to use the next information questions that can assist you.
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Utilizing the questions above as your start line, you may observe these steps to write down your positioning assertion:
1. Brainstorm concepts.
Put aside a devoted and targeted time to brainstorm solutions to the questions above and let the concepts stream naturally with none filters. As your workforce comes up with solutions, be aware of the ideas that excite you.
Brainstorming is a inventive course of that may assist you to give you the uncooked supplies to construct your positioning assertion. Because the workforce shares concepts, you’ll determine a sample that your viewers may also resonate with.
In the event you want additional inspiration, you may create a imaginative and prescient board that incorporates photos that symbolize your clients and the surroundings the place they’re utilizing your services or products. You possibly can examine these photos to know your clients’ feelings, traits, and actions.
It’s also possible to draw inspiration from related manufacturers, together with your opponents. Don’t copy their statements, however observe how they crafted their messages.
2. Create detailed buyer personas.
Positioning statements might not be public-facing, however they’re customer-focused. Your clients should be on the coronary heart of your assertion, and as your model evolves, it should all the time stay devoted to serving their wants and needs.
Be as detailed as potential in figuring out your viewers’s ache factors, attributes, motivations, and preferences. You possibly can create buyer segments that may assist you to additional refine your messaging.
3. Lower out pointless phrases and be concise.
Positioning statements aren’t long-winded paperwork that span a number of pages. They’re clear and concise statements that assist readers shortly grasp the essence of your model. Ideally, it must be 3 to five sentences most.
Take away any repetitive phrases and deal with translating complicated concepts into easier phrases. Focus on just a few fastidiously chosen however impactful phrases that ship a strong assertion. Evaluation your assertion from the eyes of a first-time reader and guarantee it captures their consideration.
4. Combine your distinctive enterprise qualities.
Spotlight the qualities that make your model stand out to your clients. Replicate on what you are promoting values and convictions that humanize your model, and ensure these qualities are prominently featured in your assertion.
Be cautious of utilizing the identical phrases and traits as different model manufacturers. The market is commonly saturated, and also you need one thing distinctive and memorable. Because the market evolves, continuously revisit these qualities and enhance on them so your positioning adapts to altering buyer calls for.
5. Attempt for transparency and authenticity.
In the present day’s customers demand manufacturers to be genuine and clear. Usually, your quirks and imperfections set you aside from others and make your model extra relatable, so don’t be afraid to be weak and sincere about your model’s areas for enchancment.
Transparency creates buyer loyalty by constructing belief and enhancing your model’s fame. Keep away from making guarantees you may’t preserve in your assertion as a result of this may frustrate your workforce and mislead your clients.
Positioning Assertion Template
Right here’s a simple positioning assertion template that works for any enterprise:
For [customer], [brand name] is the [brand category] that [unique value proposition], not like [competition]. We [brand promise] as a result of we imagine [brand purpose]. Our [points of differentiation] units us aside from [competition].
Placing the assertion into observe, right here’s an instance for a clothes model.
“For [environmentally-conscious consumers], [EcoChic Fashion] is the [sustainable clothing brand that offers stylish and eco-friendly apparel], not like [fast fashion retailers]. We [prioritize transparency and ethical practices] as a result of we [believe in creating a more sustainable fashion industry]. Our [use of organic materials, fair labor practices, and transparent supply chains] units us aside from [other clothing brands].”
Manufacturers are distinctive and chances are you’ll want a unique format to convey your positioning, relying in your targets. Nevertheless, the format above is a generic template that captures all of the important components of a positioning assertion.
It’s also possible to use a persona-based method to your positioning doc, which defines a number of buyer personas and addresses their particular wants and preferences.
16 Positioning Assertion Examples
To higher perceive how a positioning assertion works and to offer you inspiration on how you can draft yours, listed here are 16 examples of positioning statements from among the finest world manufacturers. We’ve dissected their statements that can assist you outline your individual messaging components.
Since positioning statements are inner paperwork, these statements have been curated from the manufacturers’ web sites and public statements.
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model positioning assertion examples
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Nike is well-known for offering sturdy, stylish, and revolutionary athletic put on. They have been one of many first manufacturers to launch an NFT and embrace rising channels just like the metaverse.
Why it really works:
Nike’s positioning assertion is complete but concise and immediately identifies the goal buyer. It’s a textbook instance of a positioning assertion answering who (athletes), what (Nike), why (top-performing), and the way (high-quality supplies). It communicates a simple and targeted model promise that additionally units it aside from the competitors.
All through its historical past, Apple has proven that it understands its clients intently and is aware of the values they cherish. That features the newest cutting-edge merchandise with a optimistic carbon footprint.
Why it really works:
Apple defines what it presents to clients (the very best computing gadget) and emphasizes its model promise (dedication to utilizing the newest tech analysis to create probably the most revolutionary merchandise). We’ve got seen this within the lovely and cutting-edge merchandise that Apple presents—from the iPhone and MacBook to Apple Watches and now the Imaginative and prescient Professional.
Have you ever ever questioned how the 137-year-old model Coca-Cola nonetheless thrives regardless of quite a few controversies involving sodas? Coca-Cola enjoys a optimistic model fame as a result of the corporate is evident on its model positioning.
Why it really works:
Coca-Cola focuses on making a optimistic buyer expertise that they intently affiliate with ingesting certainly one of their refreshing drinks. You possibly can see this throughout their advertising communications, which emphasize happiness, making a optimistic distinction, sustainability, and constructing sturdy relationships.
Let’s have a look at one other well-liked drink model that has taken the world by storm. With over 38,000 Starbucks stores globally, you may argue that this firm, identified for its specialty espresso and tea drinks is a worldwide phenomenon penetrating each tradition.
Starbucks’ mission assertion has developed all through its 20-year historical past, and the newest reads:
Why it really works:
Whereas technically a mission assertion, the sentence additionally encapsulates Starbucks’ model positioning. The corporate is evident on what it presents clients—a cup of espresso or tea and a pleasing dialog. The aim can be clear: to create a human connection. We are able to see this in how Starbucks baristas (referred to as companions) deal with their clients and within the firm’s dedication to top-notch product high quality.
Tesla is thought for its dedication to sustainability and is credited for introducing premium electrical autos available in the market. They aim center to upper-class customers who’re environmentally conscious and in search of a approach to scale back their environmental influence.
Why it really works:
The assertion is evident on Tesla’s model promise—construct a sustainable planet. They point out how they’ll fulfill this promise through the use of solar-powered batteries utilized in electrical autos and different power era and storage merchandise. Whereas the goal market isn’t explicitly talked about, it’s clear that the model targets customers who’re serious about sustainable practices for a greater world.
The Walt Disney Firm is a multinational conglomerate that operates a variety of companies from theme parks to film manufacturing. It has a single aim: to make folks pleased.
Why it really works:
Disney continues to seize markets of all ages worldwide as a result of they meet a common want: being pleased. That is on the core of the whole lot that they do, and by being totally dedicated to delivering this model promise, they discover all avenues, together with the newest technological improvements.
Airbnb revolutionized the hospitality trade when it launched its reserving platform, which empowers people to change into hosts and hire their properties to vacationers. Since its inception, the corporate has remained revolutionary with its revolutionary options like Experiences, Metropolis Portal, Emergency Stays, and AirCover.
Why it really works:
Airbnb stays true to its product—a reserving web site with expanded options to satisfy the promise of giving vacationers distinctive experiences worldwide. Their differentiator can be clear: They provide the most important choice of various, top-rated, and personalised locations to remain. You possibly can expertise this once you go to their web site and see how one can e book the whole lot from a fort in Germany to a treehouse in Bali, Indonesia.
You possibly can’t point out on-line procuring at the moment with out fascinated about Amazon. The corporate has established itself as the first vacation spot for the whole lot you want, together with quirky objects you didn’t know you wanted.
Why it really works:
Amazon units itself aside by promising buyers a variety of merchandise delivered shortly. By having a whole bunch of product classes and introducing Amazon Prime (with 2-day delivery), the model fulfills its promise. Amazon can be clear on what differentiates it from the competitors—a ardour for innovation and dedication to operations excellence. You possibly can see this with Alexa and Echo, two units that give buyers a extra personalised expertise.
McDonald’s is one other revolutionary model that has stood the take a look at of time. It modified the meals trade when it was established within the Forties resulting from its quick and inexpensive method of serving high quality meals.
Why it really works:
The positioning assertion emphasizes McDonald’s key differentiators of providing a fast, pleasant, and constant service. No matter which McDonald’s outlet you go to, you’ll discover nearly the identical menu and retailer aesthetics.
In a world that has come to embrace distant and hybrid work, Slack has change into a necessary device for enterprise communication. It’s an environment friendly resolution to resolve the shortcomings of ineffective e-mail communications.
Why it really works:
Slack’s positioning assertion emphasizes its position as a productiveness platform meant to assist customers successfully join with one another. It describes the way it achieves this promise utilizing no-code automation, fast search and information sharing, and fixed workforce connection. Its website provides an extended model that comes with Slack’s mission to “make folks’s working lives easier.”
Spotify modified the music trade when it launched its music streaming app in 2008. The innovation gave thousands and thousands of individuals entry to a freemium service the place they will hearken to various music and the place artists can publish their music.
Why it really works:
Spotify’s model assertion discloses its mission of unlocking human creativity after which proceeds to explain the way it will obtain it. It additionally mentions the 2 goal audiences (artists and followers) and what they will get from the platform (publish and hearken to music).
Everybody acknowledges Volvo for creating protected vehicles. The model produced among the most iconic automotive fashions since 1927 and is credited for introducing the three-point security belt, an invention that saves thousands and thousands of lives.
Why it really works:
Volvo is pleased with its security heritage, and this reveals in its positioning assertion the place they promise to be a model for individuals who care about others and the planet. This additionally displays of their transfer to create totally electrical and hybrid vehicles, with a dedication to rethink sustainability of their operations.
Streaming films and TV reveals have been nearly extraordinary earlier than Netflix made it well-liked within the late 2000s. Netflix has developed from a model renting DVDs to a manufacturing home creating unique films and reveals. It leads the pack in streaming providers, streaming in over 30 languages to 190 nations.
Why it really works:
Netflix’s model promise is evident—it desires to entertain the world. The positioning assertion declares how they’ll accomplish this by giving customers entry to the very best TV sequence, documentaries, movies, and video games. From DVDs to on-demand streaming, Netflix fulfills this promise. And whereas there are numerous on-demand streaming providers at the moment, Netflix differentiates itself from opponents by giving members management of what they watch with a easy subscription.
Similar to Spotify and Netflix, Uber modified a whole trade when it first launched. Born on a snowy night when the founders couldn’t get a taxi, Uber began as a journey hailing app that has since grown to delivering meals, connecting freight shippers, and offering non-emergency medical transportation.
Why it really works:
Uber is evident that they’re a tech firm whose mission is to attach the bodily and digital worlds to handle motion challenges. They accomplish this with an app that makes transportation choices accessible for everybody. This readability and focus assist them determine wants within the transportation sector and supply digital options like Uber Eats and Uber Well being to handle them.
The Dove model is without doubt one of the most traditional advertising examples of how positioning can alter the market’s notion of a product. Initially, Dove’s positioning was created to distinguish itself from the competitors. As a bar of cleaning soap, it wanted a approach to stand out, so it focused ladies and positioned itself as a moisturizing cleaning soap. A long time later, Dove nonetheless targets ladies (and women) however now focuses on a unique positioning—the idea of actual magnificence.
Why it really works:
Dove presents not solely bar soaps however a complete vary of important magnificence and cleaning merchandise. It additionally realizes that the wants of its main goal market (ladies) have modified. From having a product-centric positioning, it moved to a customer-centric positioning, as mirrored in its positioning assertion.
This new positioning continues to achieve success with Dove’s Actual Magnificence advertising marketing campaign, which has garnered shopper consciousness and loyalty for over a decade. They’ve additionally created the Vanity Mission to assist teenage women address the true idea of magnificence.
Our final instance on this listing is a small-to-medium enterprise with a stable model that is aware of its positioning available in the market. Thrive Market is an e-commerce platform that brings collectively totally different natural manufacturers and makes use of sustainable practices to ship orders to clients. Their model positioning assertion is brief, clear, and full.
Why it really works:
Thrive Market is aware of what it presents (membership-based procuring) and what makes it totally different (highest-quality, wholesome, and sustainable merchandise). The assertion highlights the model’s values of affordability, life-style, and accessibility.
Closing Ideas
Writing a model positioning assertion is only one piece of the puzzle for constructing a robust model. When you’ve nailed down your assertion, you must also put money into creating compelling visible branding that captures the essence of your model. Creative marketing agencies will assist you to rework your statements into impactful visible guides.
Keep in mind that occasions change, and a positioning assertion isn’t set in stone. Revisit it every so often and consider if it nonetheless displays what you are promoting’ provide and worth, in addition to your clients’ wants and needs. By continuously refining your assertion, you’ll have a tried-and-tested information to creating charming shopper experiences.
Regularly Requested Questions
What is an effective model positioning assertion?
An excellent model positioning assertion successfully communicates the services or products’s distinctive worth proposition, target market, and differentiation. It’s a transparent and concise assertion that’s memorable and captures the essence of the enterprise.
What are the 5 positioning statements?
There are 5 forms of positioning statements which might be generally utilized by companies:
- Profit-based Positioning: That is the most typical kind because it focuses on the first profit or worth proposition to the primary target market. Slack’s positioning assertion clearly outlines the advantages of utilizing its product.
- Price-driven Positioning: Price is a main motivator for many consumers. In case your model’s important differentiator is value (both affordability or being a luxurious merchandise), then clearly embrace that in your positioning assertion. One instance of this kind is Netflix’s positioning assertion, which emphasizes that customers can take pleasure in the advantages with a easy subscription.
- Downside-based Positioning: Addresses a selected ache level or buyer problem and describes how the model supplies an answer. In its model positioning assertion, Amazon identifies the wants of its goal clients and describes the way it solves this problem.
- Competitor-based Positioning: Highlights how the model differs from competitors by outlining its core differentiators. Airbnb’s positioning assertion clearly describes what makes it totally different from different reserving websites.
- Utilization-based Positioning: Describes how the model’s product or providers can be consumed by the target market. For instance, Spotify’s model assertion describes how artists and followers will profit from the platform.
What is an effective instance of positioning?
Dove’s advertising journey is a superb instance of positioning because the model was in a position to stand out from different bar soaps whose main perform was cleaning. It was in a position to carve a spot for its product available in the market, which has since been dubbed the Dove impact. By understanding the true wants of its goal market (ladies of all ages), Dove was in a position to transfer from a product-centric to a customer-centric positioning that continues to stay related and purposeful.
What’s the format for a positioning assertion?
Ideally, a positioning assertion ought to have the next components:
- Audience
- Distinctive promoting proposition (USP)
- Model goal
- Model promise
- Differentiating issue
In regards to the Creator
Author
Geri Mileva, an skilled IP community engineer and distinguished author at Influencer Advertising and marketing Hub, specializes within the realms of the Creator Financial system, AI, blockchain, and the Metaverse. Her articles, featured in The Huffington Submit, Ravishly, and numerous different revered newspapers and magazines, provide in-depth evaluation and insights into these cutting-edge expertise domains. Geri’s technological background enriches her writing, offering a singular perspective that bridges complicated technical ideas with accessible, partaking content material for various audiences.
