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How can you develop a brand positioning statement without common pitfalls?

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A brand positioning statement is a concise and compelling way to communicate your brand's unique value proposition to your target audience. It helps you differentiate your brand from competitors and align your marketing efforts with your brand identity. However, developing a strong brand positioning statement is not easy. You need to avoid some common pitfalls that can weaken your brand strategy and confuse your customers. In this article, you will learn how to create a brand positioning statement that is clear, relevant, and distinctive.

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Kameshwari Jagasia

Helping Brands Grow and Thrive

1 Understand your market

Before you can craft your brand positioning statement, you need to have a clear understanding of your market. You need to know who your target customers are, what their needs and pain points are, and how they perceive your brand and your competitors. You can use various research methods, such as surveys, interviews, focus groups, or online analytics, to gather insights about your market. You also need to analyze your competitors' strengths and weaknesses, and identify any gaps or opportunities in the market.

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2 Define your value proposition

Your value proposition is the core of your brand positioning statement. It is the unique benefit that your brand offers to your customers, and the reason why they should choose you over others. Your value proposition should be based on your market research, and reflect your customers' needs and preferences. It should also be specific, measurable, and realistic. You need to avoid vague or generic claims, such as "the best", "the most", or "the leader", that do not convey any meaningful value or differentiation.

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3 Express your personality

Your personality is the tone and style that you use to communicate your value proposition. It is the way you express your brand's identity, values, and voice. Your personality should be consistent with your value proposition, and appeal to your target audience's emotions and motivations. It should also be distinctive and memorable, and help you stand out from the crowd. You need to avoid bland or boring expressions, such as "we are committed", "we are passionate", or "we are innovative", that do not capture your brand's essence or personality.

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Karine Hofman
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Personality is a part of the brand expression, not the strategy. The goal of the Brand Positioning Statement is to make it clear to your customers what value you offer, how you are different from your competitors, and why they should choose you. Personality (tone-of-voice, vocabulary,...) can be a differentiator, but often that isn't the case. Differentiators typically involve offering value that your competitors don't provide.

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4 Write your statement

Once you have defined your value proposition and personality, you can write your brand positioning statement. Your statement should be concise and catchy, and include three main elements: your target market, your value proposition, and your personality. You can use a simple formula, such as "For [target market], [brand name] is the [value proposition] that [personality]". For example, "For busy professionals, Slack is the collaboration tool that makes work simpler, more pleasant, and more productive". You need to avoid long or complex sentences, jargon or acronyms, or multiple messages, that can dilute your statement or confuse your audience.

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Kameshwari Jagasia

Helping Brands Grow and Thrive
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While there are many popular formats available when it comes to constructing a positioning statement, it is important to test and re-test the relevance of what you have written. Ensure the statement is simple, jargon-free, and conveys the benefits and UVP in a clear manner.

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5 Test and refine your statement

The final step is to test and refine your statement. You need to validate your statement with your target customers, and get their feedback on whether it resonates with them, and whether it reflects their perception of your brand. You can use various methods, such as surveys, interviews, or online experiments, to test your statement. You also need to review your statement regularly, and update it if necessary, to ensure that it remains relevant and aligned with your brand strategy and goals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you develop a brand positioning statement without common pitfalls?

1

2

3

4

5

6

1 Understand your market

2 Define your value proposition

3 Express your personality

4 Write your statement

5 Test and refine your statement

6 Here’s what else to consider

Brand Strategy

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How can you develop a brand positioning statement without common pitfalls?

1

2

3

4

5

6

1 Understand your market

2 Define your value proposition

3 Express your personality

4 Write your statement

5 Test and refine your statement

6 Here’s what else to consider

Brand Strategy

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