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What are the most common mistakes when writing a brand positioning statement?

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A brand positioning statement is a concise and compelling way to communicate the unique value and identity of your brand to your target audience. It helps you differentiate your brand from your competitors and align your marketing efforts with your brand strategy. However, writing a great brand positioning statement is not easy, and many brands make some common mistakes that can weaken their message and confuse their customers. Here are some of the most common mistakes when writing a brand positioning statement and how to avoid them.

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Stefan Maritz ??

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Munavar Attari

Corporate Reputation | Stakeholder Relations | Communications I Crisis Management I Advocacy
Vivek Pradeep Rana

Purposeful StoryTelling, Systems Thinking, Evangelising Workplace Wellbeing

1 Mistake #1: Being too vague or generic

One of the worst mistakes you can make when writing a brand positioning statement is to be too vague or generic. This means using words or phrases that are too broad, abstract, or common, and that do not capture the specific benefits or attributes of your brand. For example, saying that your brand is "the best", "the most innovative", or "the leader" in your industry is not very convincing or distinctive, and it does not tell your customers what makes your brand different or better than others. To avoid this mistake, you should use specific and concrete language that describes how your brand solves a problem, meets a need, or creates a positive experience for your customers. You should also use evidence or examples to back up your claims and show how your brand delivers on its promise.

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Stefan Maritz ??

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Being too vague or generic in your brand positioning statement can lead to missed opportunities and lost customers. Without specific and concrete language that describes the unique benefits and attributes of your brand, potential customers may not have a clear understanding of what sets you apart from your competitors. Additionally, using generic phrases like "the best" or "the leader" can come across as boastful and unconvincing. By using evidence and examples to back up your claims, you can build trust with your audience and show them how your brand delivers on its promises. Taking the time to craft a clear and compelling brand positioning statement can make all the difference in attracting and retaining loyal customers.

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Roisin Kirby

Marketing Consultant ? Education Marketing ? Strategy, Digital, Planning, Mentor ? Chartered Marketer & CIM Fellow ? Nottingham, UK
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If you do have a strong position such as 'market leader', 'the best' etc then ensure that you have third-party objective evidence to support that. For instance, an independent survey/review or source of data eg Trustpilot or Google Reviews to substantiate your claim. In this case it is valid to state that your brand is 'the best' but otherwise avoid such generic statements as they do not hold value to the consumer without evidence.

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Vivek Pradeep Rana

Purposeful StoryTelling, Systems Thinking, Evangelising Workplace Wellbeing
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Specificity in a brand positioning statement is not just a best practice; it's a business imperative for efficient marketing, competitive advantage, and value creation. By focusing on a well-defined target audience and unique value proposition, you can craft a positioning statement that serves as a powerful tool for strategic alignment and customer engagement.

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2 Mistake #2: Being too complex or technical

Another common mistake when writing a brand positioning statement is to be too complex or technical. This means using words or phrases that are too long, complicated, or jargon-filled, and that do not resonate with your target audience. For example, saying that your brand uses "advanced AI-powered algorithms to optimize data-driven solutions for complex business challenges" is not very clear or appealing, and it does not tell your customers how your brand benefits them or why they should care. To avoid this mistake, you should use simple and easy-to-understand language that speaks to the emotions and motivations of your customers. You should also use benefits-oriented language that focuses on the outcomes and value that your brand provides, rather than the features or processes that your brand uses.

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David Bassett

Making brands more memorable.
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To steer a client clear of listing the physical features of their business in their positioning can be a bit of a dance. These technical features are useful proof points, but will never connect an audience to the emotional benefit you are providing to them as a brand. A positioning statement should pinpoint how your product or service makes your audience feel. And doing this simply will provide the creative platform for all your brand communications to flow from.

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3 Mistake #3: Being too narrow or limiting

A third common mistake when writing a brand positioning statement is to be too narrow or limiting. This means using words or phrases that are too specific, narrow, or exclusive, and that do not allow your brand to grow, adapt, or expand in the future. For example, saying that your brand is "the only online platform for buying and selling vintage clothing" is not very flexible or scalable, and it does not account for the possibility of new competitors, new markets, or new products. To avoid this mistake, you should use broad and inclusive language that reflects your brand vision, mission, and values, and that allows your brand to evolve and innovate over time. You should also use aspirational language that communicates your brand purpose, passion, and impact, rather than your brand category, niche, or function.

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4 Mistake #4: Being too similar or imitative

A fourth common mistake when writing a brand positioning statement is to be too similar or imitative. This means using words or phrases that are too close, similar, or derivative of your competitors, and that do not highlight your brand uniqueness or differentiation. For example, saying that your brand is "like Netflix, but for books" is not very original or distinctive, and it does not tell your customers how your brand adds value or creates a difference in your industry. To avoid this mistake, you should use distinctive and memorable language that showcases your brand personality, voice, and tone, and that expresses your brand identity and essence. You should also use creative and catchy language that captures your brand story, promise, and position, rather than your brand comparison, imitation, or emulation.

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Ma. Krizza Cassandra Macairan

I help busy entrepreneurs save time and boost their impact by keeping them active on all their social media platforms.
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I absolutely agree. A brand positioning statement should serve as an opportunity to communicate its value proposition and what sets it apart. Using generic language that mirrors competitors misses the chance to highlight the brand's strengths and unique selling points.

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5 Mistake #5: Being too long or verbose

A fifth common mistake when writing a brand positioning statement is to be too long or verbose. This means using words or phrases that are too many, redundant, or unnecessary, and that do not convey your brand message clearly and concisely. For example, saying that your brand is "a revolutionary, game-changing, disruptive, and innovative online platform that provides a unique, personalized, and customized experience for buying and selling vintage clothing" is not very succinct or effective, and it does not tell your customers what your brand stands for or why they should choose it. To avoid this mistake, you should use short and simple language that summarizes your brand value proposition and position in one sentence or less. You should also use powerful and impactful language that emphasizes your brand benefits and advantages, rather than your brand features and attributes.

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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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Stefan Maritz ??

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A simple way to go about it is to always make sure you point out exactly who you are targeting, tell them exactly what you offer, and why they will benefit from it. What are you offering? (Product / Service + Differentiation) Who is it for? (Target Audience) Why should they pay for it? (Benefit)

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Munavar Attari

Corporate Reputation | Stakeholder Relations | Communications I Crisis Management I Advocacy
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Ambiguity in content is a major pitfall. Many statements lack clarity, leaving stakeholders confused about what the brand represents and what is the core purpose. Another issue is that in order to appeal to a larger base, brand statements become too generic. On the other hand, overcomplication or being too technical is also not advisable. A convoluted positioning statement can confuse stakeholders who are always short on context. Lastly, inconsistency in messaging across materials and on platforms dilutes the brand's identity and equity.

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Vivek Pradeep Rana

Purposeful StoryTelling, Systems Thinking, Evangelising Workplace Wellbeing
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When you're targeting everyone, you're effectively targeting no one. This scattershot approach often leads to wasted marketing dollars.

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Samantha Rideout

Product Marketing @ Turquoise Health
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The only thing missing from this round up is mistake #5: thinking you’re finished. Inflexible brand positioning statements written in stone are exactly that: dead weight. ?? Be confident in your current brand positioning statement, but be open to change. Don’t change because an art director thinks you need a “brand refresh,” so they can tweak the hex codes on the color palette. Adapt when your positioning needs to respond to external or internal factors that support your long term brand vision and strategy.

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Roisin Kirby

Marketing Consultant ? Education Marketing ? Strategy, Digital, Planning, Mentor ? Chartered Marketer & CIM Fellow ? Nottingham, UK
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A useful framework: 1. Target market (to:) Who is the bullseye of your target market? It should be reachable, have identifiable & common needs & be profitable. 2. Frame of reference (is the:) Frames what we are, who we compete with, and the problems we solve. 3. Unique Selling Point (that:) What our product does that sets us apart from the crowd. Should be single-minded, unique and sustainable. 4. Reason to believe (because:) The proof of the USP. Must be convincing and factual. 5. Customer benefit (so that:) What is the ultimate customer benefit? Must be motivating and relevant to the target market. In summary: For (target market), (name) is the (frame of reference) that (USP) because (reason to believe) so that (customer benefit).

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What are the most common mistakes when writing a brand positioning statement?

1

2

3

4

5

6

1 Mistake #1: Being too vague or generic

2 Mistake #2: Being too complex or technical

3 Mistake #3: Being too narrow or limiting

4 Mistake #4: Being too similar or imitative

5 Mistake #5: Being too long or verbose

6 Here’s what else to consider

Brand Strategy

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What are the most common mistakes when writing a brand positioning statement?

1

2

3

4

5

6

1 Mistake #1: Being too vague or generic

2 Mistake #2: Being too complex or technical

3 Mistake #3: Being too narrow or limiting

4 Mistake #4: Being too similar or imitative

5 Mistake #5: Being too long or verbose

6 Here’s what else to consider

Brand Strategy

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