Forming a Brand Positioning Statement
Brand positioning is often considered the backbone of marketing because it clearly sets the tone for a company’s marketing strategy. A perfect brand positioning statement should highlight the core message or strength of a company and defines what sets it apart from it’s competitors.
So, what should the brand positioning statement consist of? A well-crafted statement should include these fundamental elements:
> Company name
> Company purpose / what the company does
The company name and purpose should be a short description that clearly describes what the company does, written in one or two sentences.
> The target market
Clearly state the type of consumer that the company is targeting.
> What sets the company apart from competitors / Why consumers should choose this company
A short list of true/provable reasons why the company is different and/or better than the competition written in a way that is relevant to the target market.
> Proof that supports the claim
Add a fact or some type of proof that supports the companies claims to build trust with the targeted consumers.
To get a better understanding of how it works, let’s review some examples from well-known companies:
Coca-Cola Positioning Statement:
“For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options — each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers’ lives, and the brand is intensely focused on the needs of consumers and customers.”
> Company Name: Coca-Cola
> What the company does: The company offers a wide variety of high-quality beverages
> The target market: Anyone who wants a beverage
> The purpose of the company: To create a positive experience for customers when they drink a Coca-Cola beverage
> Why potential consumers should choose the company: The wide variety of high-quality beverages offer refreshment and happiness
> What sets the company apart from competitors: The needs of the customers are the focus of the company and they aim to create a positive difference and inspire happiness.
Nike Positioning Statement:
“For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation and investment in the latest technologies.”
> Company name: Nike
> What the company does: They offer high-quality and fashionable athletic wear as well as top-performing sports apparel including shoes.
> The target market: Athletes
> The purpose of the company: To provide athletic wear and sports apparel that are made of the highest quality materials.
> Why potential consumers should choose the company: They offer the most advanced athletic apparel in the industry.
> What sets the company apart from competitors: The company’s commitment to innovation and investment in the latest technologies.
The positioning statement of a company can be used as the foundation of its marketing efforts to create a well rounded consistent brand that consumers can trust.
These are examples of the brand positioning statements of some of the most successful companies in the world, showing that they have a clear understanding of their marketing goals which reflects in their well-defined statements. They have a unique message that is direct, to the point and consistent, which has translated into their long standing success.
So if you are starting a company, take some time to create your own positioning statement and use it to help launch an organized and successful marketing campaign for your brand.
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