An Effective Format for Writing a Brand Positioning Statement July 6, Share this Post A sound brand positioning statement is critical for any brand or business that wants to build meaningful equity and win in the marketplace. Do you have a brand positioning statement?
Where do you start? The following guide is an excerpt from my Marketing Strategy certificate. Start with the positioning statement. A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand.
Though it may read like something from your promotional materials, your positioning statement is an internal tool. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement.
A good positioning statement is a guidepost for your marketing efforts.
It helps you maintain focus on your brand and its value proposition while you work on market strategy and tactics. Guidelines for Good Positioning Statements What makes a good positioning statement?
Here are six keys to keep in mind: 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. It helps you evaluate whether or not marketing decisions are consistent with and supportive of your brand. It leaves room for growth. The point of differentiation POD describes how your brand or product benefits customers in ways that set you apart from your competitors.
The frame of reference FOR is the segment or category in which your company competes. The reason to believe is just what it says. This is a statement providing compelling evidence and reasons why customers in your target market can have confidence in your differentiation claims.
Above all, your point of differentiation, frame of reference, and reason to believe must be meaningful, important, and convincing to your customers, not just to your company. For World Wide Web users who enjoy books, Amazon.
Unlike traditional book retailers, Amazon. Our fictitious company, Underfoot Industries, has decided to pursue two target markets: These are distinct market segments whose customers rate their needs differently, so the company must develop two positioning statements: For schools, the Underfoot Industries EverAwesome line is the strongest, most durable carpet among all commercial-grade carpets for organizations on a budget, because it is made using our patented SteelTwist technology.Mission Statements from Top Companies: Plus Guidelines for Writing Your Own Mission Statement [Jeffrey Abrahams] on attheheels.com *FREE* shipping on qualifying offers.
Ben & Jerry'¬?s has one. So do Tiffany'¬?s and Smucker'¬?s and Microsoft. It doesn'¬?t matter whether you'¬?re a small start-up or one of the biggest players in . The purpose of writing a positioning statement is to ensure that all of your marketing activities for a customer group are consistent and clear.
(And it saves you tons of time in the long run.) Initially, focus on writing a positioning statement that’s only used internally. A brand positioning statement is a concise version of your mission or vision statement.
Sound intimidating? Well, they shouldn't be. They are actually pretty simple to construct. Dec 10, · How to Write a Positioning Statement. The organization you work for is gearing up to launch a new product or program, or to enter into a new market. As a member of the marketing team, it's your job introduce the new product to clients and.
Apr 02, · Your positioning statement is an internal tool that infuses focus, direction and power into your marketing. Done well, it ensures that you are in the right place, at the right time with the right attheheels.com the right clients. A positioning statement provides direction or focus to your business or organization.
It is a no-nonsense statement of how your company is perceived in the minds of your target market. Put simply, a positioning statement explains how your product, service, or brand fills a customer's needs better than your competitors, notes attheheels.com