What is the ideal length for a brand positioning statement?

Just Do It! That's all a human brain can remember amidst the clutters and noises constantly made by million brands around. You can get the essence of the brand in few words when you immerse fully into your brand, understand the purpose of your brand's existence and the perception of your customer.

Brevity and clarity are key when it comes to writing a brand positioning statement. Mind you, this is the last part of your brand positioning exercise. So it's a part of the whole branding element and not everything in itself. Here's a format for reference. To: (target audience) Brand is: (frame of reference) That: (rational, emotional benefits and promise) Because: (reasons to believe) Let's look at this with Dove as an example. To: Women (35-50) seeking to care for their skin Dove is: A beauty bar That: Restores your skin's softness, enhancing your sense of femininity and make you feel good about yourself Because: Dove contains 1/4 moisturizing cream that keeps your skin nourished, making you feel beauty as you have always been.

A positioning statement does not have to be as long as a para and as short as a word. Give it the space it needs but capture the audience - hook them - make them think and imbibe it. Just like today when we talk about Apple, we know we "think differently"!

Make it shorter. While the positioning is a strategic articulation only for internal audiences, it will inform all of your communications (from brand promise to key messaging). So keep in mind that in your consumer' brain, your brand's real estate will be a couple of neurons. There's maybe space for 2 or 3 words. Choose wisely and keep it short!

It's not about length, it's about connection. Think about the desires or needs of your audience (insight). Your positioning statement should highlight what makes you different from the rest (distinctiveness), but it should also show how your brand is connected to this "desire".

A good positioning statement should connect with the target audience in a way as to how the brand is fulfilling their need. What is their differentiating factor? Why the Tg should believe them (substantiates their claim). It should be simple, free of jargon and should evoke a connection.

A brand positioning statement is typically one to three sentences. It isn't a marketing catchphrase. It's a statement that serves as the framework for a brand's identity and goals. To truly engage your audience, shift the focus from "what" your brand does to "why" it matters. Your statement should convey not just what your product or service is but the transformation it offers. A pro tip: Conduct A/B testing with different versions of your statement to see which resonates most effectively with your audience.

I’m not sure that customers care about brand positioning statements in general - as usually they experience the brand through taglines, advertising and of course products / experiences. No consumer ever reeled off the Nike statement above, but for sure they will all know ‘just do it’. The important question to ask for a brand positioning statement is do your employees understand it? Can they remember it? Can they act on it and make it real in their roles every day? Once it is right you can work on your customer facing end line, tag line or similar - capturing the spirit of the positioning statement in just a few memorable words.

Here's a template for writing a brand positioning statement: [Brand Name] is a [product category] that offers [key benefit] to [target audience] who value [differentiator]. Unlike [main competitors], our brand [unique selling proposition]. With [supporting points/evidence], we demonstrate our commitment to delivering [brand promise], which empowers our customers to [desired customer outcome]. Explaining some of these : Key Benefit: Identify the primary benefit that product or service provides to consumers. Differentiator: Highlight what sets the brand apart from competition. Unique Selling Proposition: Define unique aspect of the brand or product. Desired Customer Outcome: Explain the result or benefit your customers can expect

Maximum 3 words beyond it the human mind did not remember best example sports shoe. Just 3 words and enough. You try to remember any brand campaign it's hard to remember but the moment you come across brand line just do it you know which brand it is.