A positioning statement is a crucial guide for any branding efforts you undertake. Since the aim of marketing is to attract potential customers interested in your offerings, your positioning statement should serve as the foundation for all your marketing activities. We will explore how to identify a differentiating idea, make it effective, and provide proof of its benefits. You can then use this as a benchmark for yourself or for business partners (advertising agencies, designers, media buying, web marketing, consulting, etc.) with whom you plan to engage in future business contracts.
Writing a Positioning Statement
Step 1. Find Your Differentiating Idea.
Identify your differentiating idea. This is the concept of your brand—more interesting goals and objectives that set you apart from competitors.
Step 2. Start Your Positioning Statement with <Your Product/Brand Name> and Highlight Its <Essence>.
Begin your positioning statement with <Your Product/Brand Name> and highlight its <Essence>. At this initial stage, be straightforward and concise, avoiding complex and grandiose words: speak as your target audience would about the product.
Step 3. Continue with:
Proceed with: "While other <products in the same category> <what others are doing that you improved upon>, <Your Product/Brand Name> <what you do differently>"
Step 4. Next, Add Proof of Benefits (Optional).
Next, add proof of benefits (optional). "Thus, <Your Product/Brand Name> provides the customer with <benefits>." This is a key element since it contains the competitive concept that forms the basis of any effective positioning.
Step 5. Use the Positioning Statement as a "Benchmark" for Any Marketing Activities You Undertake.
Use the positioning statement as a "benchmark" for any marketing activities you undertake. Does the positioning statement sound compelling? If the answer is "yes" - use it; if "no" - think about how you can improve it.
