You want to create a brand positioning statement for your startup. What’s the best way to start?

I would say begin by clearly defining the target audience and understanding their needs and aspirations. - Identify what sets the startup apart from competitors and articulate the unique value proposition it offers. - Focus on the key benefits the product or service delivers and how it addresses specific customer pain points. - Keep the statement concise, yet impactful, using language that resonates with your audience. - Strive for clarity and authenticity, ensuring that the positioning statement reflects the core essence of your startup and leaves a memorable impression on your target market.

Your positioning is built around 3 essential pieces: 1) Customers: who you serve and what specific needs they're seeking to satisfy (note: Jobs to Be Done is a great framework to define this step) 2) Competition: how you compare contrast against other solutions your customers might consider – where you have the greatest differentiation from them (note: don't limit yourself to only direct competitors) 3) Offering: what products or services you provide to satisfy your customer's needs (note: be sure to identify the highlight features of your offering) The intersection of those 3 areas defines your unique place in the market and how customers will identify and remember your brand.

I would follow a simple 4-steps plan: 1. Identify a problem. 2. Solve it better than others. 3. Tell everyone that have this problem. 4. Be simple and engaging.

Identify your target audience by considering demographics (age, gender, location, income), psychographics (lifestyle, values, personality), and behaviors (buying patterns, product usage). Understand their needs, preferences, and pain points through direct feedback, surveys, and competitor analysis. This information will be a guide for you to make sure that your brand positioning strategy and effective communication channels.

In doing so, consider the following: Demographics: Identify age, gender, income, education, occupation. Geographics: Determine location, urban/suburban/rural areas. Psychographics: Explore interests, lifestyles, values, attitudes. Buying Behaviors: Analyze purchase history, brand loyalty, spending habits. Pain Points: Understand challenges, frustrations, needs. Goals and Aspirations: Identify what they aim to achieve, their desires. Media Consumption: Assess preferred platforms, content types, engagement patterns. Competitor Brands: Analyze what other brands they engage with, why they choose them.

A great UVP should be one simple sentence that articulates the unmet need you solve for your customer that competitors can’t. Make it obvious why you are different or better. Add a Pressure Test: Could your competitors claim the same thing?

Ich finde folgende Fragen hilfreich (unbedingt aus Sicht der Zielgruppe beantworten!): - Was sind deine St?rken - deine pers?nlichen und die deines Unternehmens? - Für welche Werte steht dein Unternehmen? - Was unterscheidet dich von deinen Mitbewerbern? - Was m?chtest du anders machen, wo würdest du ein gutes Angebot deiner Mitbewerber für deine eigenen Kunden noch verbessern? - Was kannst du für deine Kund:innen tun, was andere nicht k?nnen? - Worin hebt sich dein Angebot, deine Herangehensweise, deine L?sung, die Art deiner Kommunikation von anderen Angeboten ab? - Was bietest nur du? Manchmal sind es nur kleine Dinge, die du für selbstverst?ndlich h?ltst, die deine Wunschkunden aber unwiderstehlich finden!

Perceptual mapping is an excellent framework for developing a Unique Value Proposition (UVP): 1) Identify Key Attributes: Determine the attributes most important to your customers in your industry (e.g., price, quality, convenience). 2) Survey and Research: Conduct research to understand how customers perceive your brand and competitors on these attributes. 3) Create Perceptual Map: Plot the findings on a graph, with each axis representing an attribute, to visually compare your brand against competitors. 4) Analyse Gaps: Identify areas where your brand uniquely excels or where there’s a market gap. 5) Craft Your UVP: Based on this analysis, articulate how your brand uniquely fulfills customer needs or stands out in the market.

Entenda as necessidades específicas do seu nicho através de pesquisa com o cliente ideal. Identifique o principal problema n?o resolvido. Analise onde concorrentes falham em solucioná-lo para seu público-alvo. Destaque como seu produto/servi?o provê benefícios exclusivos e melhores resultados. Enfatize as transforma??es que seu cliente terá ao resolver aquele problema crítico. Resuma seu valor diferenciado em uma frase no posicionamento, como "Diferente de qualquer outro, nosso app conecta X aos millennials que buscam experiências Y compartilháveis no Instagram". Certifique-se de enfatizar sua proposta única nas mensagens de marketing para conquistar seu nicho.

Um eine starke Markenpositionierung für dein Business zu entwickeln, finde heraus, was dich von der Konkurrenz abhebt. Frage dich: Was bietest du, was andere nicht bieten k?nnen? Konzentriere dich darauf, deinen einzigartigen Verkaufsvorteil zu entdecken – das besondere Etwas, das dich besonders macht. überlege, welches Problem du für deine Kunden besser l?sen kannst als andere. Identifiziere dieses Alleinstellungsmerkmal und mache es zum Kern deiner Markenbotschaft.

A well-crafted and well-thought-out positioning statement is an essential part of any marketing strategy, advertising campaign, and promotional tactic. When used correctly, a positioning statement can bring clarity and focus to your marketing efforts. It can also help you make informed decisions to distinguish your brand, draw in your target audience, and gain market share from competitors.

Developing a brand personality involves understanding and embodying characteristics that resonate with your target audience. Two effective approaches are: 1) Jennifer Aaker's Brand Personality Dimensions: Utilize Aaker's five dimensions - Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Identify which dimension aligns with your brand and infuse your messaging, visuals, and customer interactions with these traits. 2) Brand Archetypes: Based on Carl Jung's archetypes, identify which of the 12 archetypes (e.g., Hero, Outlaw, Sage, Innocent) your brand embodies. Craft your brand story, tone, and imagery to reflect this archetype, creating a strong emotional connection with your audience.

Beim Aufbau deines Online-Businesses ist es wichtig, eine Markenpers?nlichkeit zu formen, die deine eigenen Werte widerspiegelt. Schaffe eine Marke, einerseits durch visuelle Elemente, Farben und Schriften und andererseits durch deine einpr?gsamen Markenbotschaften, das auszudrücken. Deine Botschaft sollte so erz?hlt werden, dass sie in den K?pfen deiner Kunden bleibt und mit deiner Marke verbunden ist.

Hast du zu Markenklarheit gefunden, geht es darum, deine Botschaft, Werte und deine Pers?nlichkeit (bzw. die deines Unternehmens) klar und wirkungsvoll zu vermitteln. Aber wie? Mit der Sprache deiner Marke: Markenkommunikation! Das ist der aktive Austausch zwischen Marke und Zielgruppe - verbal und visuell. So wie deine Marke spricht, aussieht, beeinflusst und geh?rt wird, vermittelt sie deine Markenidentit?t. Und erz?hlt deine Geschichten - inspirierend & unterhaltsam. Durch diesen Dialog wird deine Marke lebendig und entwickelt sich gemeinsam mit deiner Zielgruppe. Aus einmaligen Interaktionen werden begeisterte, vertrauensvolle, langfristige Beziehungen. Dadurch erst entsteht aus (selbstgesteuerter) Markenidentit?t dein Markenimage.

In my experience with startups, crafting an actionable positioning statement involves eschewing the marketing jargon and focusing on the essentials. We get the key stakeholders (from any discipline) together into one room (Zoom for the subsequent meetings) to generate answers to 4 critical prompts: 1. Who are we? 2. What do we offer? 3. How do we uniquely deliver? 4. Why is this important to the people we think will buy it? Then, using stickie notes and Sharpies for concise responses, we spend 10 minutes jamming on as many thoughts to each prompt as possible and stick them on the wall for robust discussion & curation. In my experience, this simple yet effective approach has led to a powerful brand positioning statement, more often than not.

When you're in startup mode, you can get caught up in the 'startup' part and I'd recommend going 3-5 years into the future and starting there. Remove any perceived limitations and ask yourself questions like: - What does your business look like now? - What future trends may now be a reality and how might that have caused your business to evolve? - Are your target audience and geos the same as when you were starting out? etc. Now you know what the future might look like, you can reverse-engineer the timeline. With any strategy you need to understand where you are today, and where you want to go. Strategy can then get you there in the easiest/most effective way possible. Now you can write your brand positioning statement!

Eine Positionierung sollte einfach und eindeutig sein, damit sie sofort verstanden wird und die Kernbotschaft deiner Marke klar übermittelt. Also kein langes Bla, Bla .. sondern sage in wenigen Worten, wer du bist, an wen du dich richtest und was du auf welche Weise anbietest. So wie in meinem Beispiel. Tausche den Inhalt entsprechend der W-Fragen einfach aus. Die Marken-Expertin Susanne Liedholz begleitet Frauen Schritt für Schritt im Online-Business, um mehr Umsatz zu machen.

Begin by identifying your unique value proposition, encapsulating what sets your startup apart from competitors. Craft a concise and compelling positioning statement that communicates your brand's core values and resonates with your target audience. For instance, "As a startup committed to sustainable innovation, we aim to revolutionize the market by offering eco-friendly solutions that seamlessly integrate into everyday life, empowering consumers to make environmentally conscious choices."

Das Beispiel finde ich kurz und gut. Ich bin der Ansicht, man k?nnte es bei Bedarf noch etwas erweitern, damit a) etwas mehr Raum für das eigene Angebot (Produkt/Dienstleistung) ist und vor allem b) ein Verst?rker am Ende die Zielgruppe noch einmal die Markenpers?nlichkeit untermauert beziehungsweise noch einmal klar macht, was der absolute Benefit für die Zielgruppe ist - damit ein noch st?rkerer Kaufanreiz geschaffen wird. [Unternehmensname] bietet [Produkt/Dienstleistung] für [Zielgruppe]. Das [Problem/Herausforderung der Zielgruppe] l?st [L?sung]. Anders als [Wettbewerbsangebot] ist [Unterscheidungsmerkmal]. Es ist einfach [Markenpers?nlichkeit]. Damit/ohne dass/das bedeutet [Verst?rker].

When asking for feedback, give people the option of anonymity, as this is how you'll get the most honest answers. Be brave enough to ask if people would buy what you're offering (not simply whether they like your positioning statement), and if they wouldn't buy from you, give them space to answer why. You may not like the feedback you get but you'll thank yourself for it later down the line when you have a thriving business.

Brand positioning statements are often confused with company taglines, Positioning statements are for internal use. These statements guide the marketing and operating decisions of your business.

You as a founder, co-founder or the founding team are the most valuable brand assets and advantage you have. Don't get so caught up in the company brand that you neglect to leverage the people-brand/s.

Identify Your Target Audience: Clearly define who your customers are. Understand their needs, preferences, and behaviors. Determine Your Unique Value Proposition (UVP): What makes your startup unique? Focus on the benefits and features that set you apart from competitors. Articulate Your Brand Promise: Define what your brand promises to deliver to customers. This should be a clear and compelling reason why customers should choose your brand. Define Key Brand Attributes: Identify the key characteristics and qualities that represent your brand. These should align with your target audience's expectations and desires.