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What are the best practices for developing a brand positioning statement?

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A brand positioning statement is a concise and compelling expression of how your brand delivers value and stands out from the competition. It guides your marketing, communication, and product development efforts and helps you connect with your target audience. In this article, you will learn the best practices for developing a brand positioning statement that reflects your brand strategy and resonates with your customers.

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1 Define your target market

The first step in developing a brand positioning statement is to identify who you are trying to reach and serve. Your target market is the group of customers who have the most potential and interest in your brand, and who share common needs, goals, and preferences. To define your target market, you need to conduct market research and segmentation, and create customer personas that describe their demographics, psychographics, behaviors, and pain points.

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2 Identify your point of difference

The next step is to determine what makes your brand unique and valuable in the eyes of your target market. Your point of difference is the distinctive benefit or attribute that sets you apart from your competitors and gives your customers a reason to choose you. To identify your point of difference, you need to analyze your strengths, weaknesses, opportunities, and threats (SWOT), and evaluate your competitive advantage and value proposition.

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Allen Martinez

CMO/Ai Integrator & Brand Strategist uniting today's ambitions with AI innovations—blending strategy and technology to drive transformative growth now and into the future. SaaS/Fintech/Ecomm/Movements
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To develop a great brand strategy today, you need both a thorough understanding of why you choose certain types of brand strategies and a detailed outline of what your strategies will be. Why? Because the more detailed your brand strategy framework is, the easier it will be to succeed when you execute those strategies. Knowing the detailed answers to each question will help determine what your goals should be, how you should approach your customers, and how you’ll measure your success in meeting your goals:https://martech.org/building-a-brand-strategy-essentials-for-long-term-success/

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German Ramirez

Digital & Blockchain Pioneer ? Award winning Branding & Marketing Expert ? Serial Entrepreneur ? Advisory Board Member ? Storyteller ? Author ? Keynote Speaker ? My passion: The love story between technology & humanity
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A word of warning from my experience: Your offering can be objectively superior to the competition in several different fields. But you will usually be remembered for ONE thing. So choose wisely: What do you want to be famous for?

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3 Craft your positioning statement

The final step is to write your positioning statement based on your target market and point of difference. Your positioning statement should be clear, concise, and consistent with your brand identity and vision. It should also be relevant, credible, and compelling for your customers. A common format for a positioning statement is:

For [target market], [brand name] is the [point of difference] that [reason to believe].

For example, for busy professionals who value convenience and quality, Netflix is the online streaming service that offers the most diverse and original content that suits their tastes and preferences.

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4 Test and refine your positioning statement

Once you have written your positioning statement, you need to test and refine it to ensure that it works for your brand and your customers. You can test your positioning statement by soliciting feedback from your internal and external stakeholders, such as your employees, customers, partners, and industry experts. You can also use surveys, interviews, focus groups, or online tools to measure how well your positioning statement communicates your brand value and differentiation.

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5 Align your brand elements with your positioning statement

After you have finalized your positioning statement, you need to align your brand elements with it to create a consistent and coherent brand image and experience. Your brand elements include your name, logo, slogan, colors, fonts, tone of voice, and personality. They should reflect and reinforce your positioning statement and convey your brand identity and message to your customers. You can use a brand style guide to document and standardize your brand elements across all your touchpoints and channels.

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Casey Turlington

Creative Director
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Crafting a compelling brand positioning statement is vital for a strong brand identity. Key practices for development and alignment include: 1) Be concise and memorable; capture the unique value proposition. 2) Prioritize customer-centricity by addressing their needs and pain points. 3) Stay authentic and aligned with core values, standing out from competitors and building trust. Aligning brand elements is crucial for consistency and coherence. It enhances recognition, recall, and differentiation. Aligned elements convey the brand's identity and message effectively. Customers understand what the brand stands for, its offerings, and why it surpasses competitors. You have to create the value your customer does not instantly see.

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6 Review and update your positioning statement

Finally, you need to review and update your positioning statement periodically to ensure that it remains relevant and effective in the changing market and customer environment. You should monitor your brand performance and perception, as well as your competitors' activities and strategies, and adjust your positioning statement accordingly. You should also look for new opportunities and challenges that may affect your brand value and differentiation, and revise your positioning statement to address them.

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7 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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Asheeqah Buccas

Head Lecturer & Programme Coordinator: Postgraduate Diploma in Marketing Management | Master of Arts in Creative Brand Leadership
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I think it's important to really understand your brand and what you stand for, why you stand out, who your people are, why we should believe you - don't just complete the formula to write a positioning statement, feel it. Because a great positioning statement (which is an internal guide), has the power to become a great, enduring and memorable tagline (external). Think "Just do it", or "The ultimate driving machine", or "Finger lickin' good".

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What are the best practices for developing a brand positioning statement?

1

2

3

4

5

6

7

1 Define your target market

2 Identify your point of difference

3 Craft your positioning statement

4 Test and refine your positioning statement

5 Align your brand elements with your positioning statement

6 Review and update your positioning statement

7 Here’s what else to consider

Brand Strategy

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What are the best practices for developing a brand positioning statement?

1

2

3

4

5

6

7

1 Define your target market

2 Identify your point of difference

3 Craft your positioning statement

4 Test and refine your positioning statement

5 Align your brand elements with your positioning statement

6 Review and update your positioning statement

7 Here’s what else to consider

Brand Strategy

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