A brand positioning statement is a brief description of a product or service and an explanation of how it fulfills a particular need of the target market. It is an internal tool used to align marketing efforts with a companys brand and value proposition, and to differentiate a brand from its competition. A brand positioning statement should articulate what differentiates a brand from its competition, highlight the companys unique qualities, and how those qualities help serve its customers. It should also convey the distinct value a brand offers customers.
When creating a brand positioning statement, it is important to consider the following:
- Who is the target market or customer?
- What is your product or service category?
- What is the greatest benefit and impact of your product or service?
- What is the proof of that benefit and impact?
An effective positioning statement should be concise, clear, and easy to understand. It should describe who the target consumer is, what the product is, and explain why the company does what it does. A brand positioning statement is used internally to guide messaging and ensure all communication is consistent with the identity, purpose, and values that make a brand different from others in its target market.
