Crafting Unique Positioning Statements: Expert Tips and Examples
In today’s fast-paced digital market, it’s essential to have a positioning statement that stands out from the competition and communicates your brand’s unique identity and value proposition. A well-crafted positioning statement can help you connect with your target audience and differentiate your business from the competition.
What is a positioning statement?
A positioning statement is a concise statement that communicates a brand’s unique positioning in the market and the value it offers to its customers in a way that is easy to understand and remember. It’s an essential tool for defining your brand identity, target market, and positioning strategy.
What is the purpose of a positioning statement?
The main purpose of a positioning statement is to help a brand differentiate itself from the competition and build a strong connection with its target audience. It should clearly communicate the brand’s unique value proposition and how it fulfills the needs, wants, and desires of its target market. A well-crafted positioning statement should also guide the brand’s marketing strategy and help it stay focused on its core message.
Positioning Statement vs. Mission Statement
A positioning statement and a mission statement are two different things. While a mission statement describes the overall purpose and values of a business, a positioning statement focuses on the specific value proposition and market positioning of a brand. A positioning statement is more marketing-oriented and should be crafted with the target audience and market category in mind.
Value Proposition vs. Positioning Statement
A value proposition and a positioning statement are also different. A value proposition is a statement that communicates the unique benefit a product or service provides to its customers. A positioning statement, on the other hand, is a broader statement that establishes a company’s unique market positioning and value proposition in relation to its competitors.
The Core Elements of Strategic Market Positioning
A successful positioning statement should include the following core elements:
Describing the product’s features and benefits while positioning it in your chosen market category.
Defining the market category you’re competing in and how your product addresses pain points that others don’t.
Identifying the target audience and their unmet needs, wants, and desires.
Expressing the brand’s unique value proposition and how it solves the target audience’s problem.
Describing the personality, voice, and tone of the brand to create a strong emotional connection with your target audience.
Communicating the brand’s underlying values and purpose to establish a meaningful and authentic connection with your target audience.
How to Write a Positioning Statement
Here are some expert tips on how to craft a powerful positioning statement for your business:
1. Create a vision board.
Visualize your brand identity, personality, and target audience to guide your messaging and positioning strategy.
2. Make it brief.
Your positioning statement should be concise, memorable, and easily understood.
3. Make it unique and memorable.
Your positioning statement should stand out from the competition and be memorable for your target audience.
4. Remain true to your business’ core values.
Your positioning statement should align with your brand’s mission, vision, and values.
5. Include what the brand delivers to consumers.
Your positioning statement should communicate the unique value your brand provides to its customers.
6. Differentiate your business from the competition.
Your positioning statement should clearly differentiate your brand from its competitors.
7. Keep it simple.
Avoid technical jargon, industry-speak, or any language that is difficult to understand.
8. Consult a colleague.
Get feedback from a colleague to make sure your positioning statement is effective and communicates your brand’s unique identity and value proposition.
Positioning Statement Template
Here’s a simple template you can use to create your own positioning statement:
For [Target Audience], [Brand Name] is the [Market Category] that delivers [Value Proposition] because [Supporting Evidence].
Positioning Statement Examples
Here are 12 examples of successful positioning statements from various industries:
For growing businesses, HubSpot is an all-in-one inbound marketing, sales, and service platform that helps companies attract visitors, convert leads, and close customers because it provides everything you need to build an inbound engine to grow better.
For people who want to be refreshed, Coca-Cola is the world’s favorite cola that refreshes with every sip because it’s the drink that brings people together.
3. White Dog Distilling
For whiskey lovers who want a smooth, unique sipping experience, White Dog Distilling offers small-batch, handcrafted whiskeys that are made with passion and precision because they’re the perfect combination of science and art.
4. Alaska Airlines
For people who love to travel, Alaska Airlines is the airline that provides the most flights to the most destinations in Alaska because we’re Alaska’s hometown airline.
5. Organic Bath Co.
For people who care about their skin and the environment, Organic Bath Co. is the natural, organic skincare brand that provides luxurious, effective, and ethical products because we believe beauty should be simple.
For anyone who wants quick, easy, and affordable access to everything they need, Amazon is an online retail platform that offers a vast selection of products and services because we believe everyone should have what they need.
For businesses that aim to grow and succeed, IMPACT is a marketing and sales consultancy that empowers companies to attract, engage, and delight more customers because we know that marketing and sales done right will change everything.
For people who want to look and feel beautiful without compromising their health, Beautycounter is the clean beauty brand that provides safe, effective, and high-performing products because what you put on your body matters.
For athletes and active people, Nike is the athletic brand that inspires and empowers you to be your best because we believe in the power of sport to move the world forward.
10. Thrive Market
For conscious consumers who want to support healthy and sustainable living, Thrive Market is the online marketplace that offers high-quality, organic, and non-GMO products at affordable prices because we believe everyone deserves access to healthy food.
For creative people who want seamless integration between their devices, Apple is the technology company that provides intuitive, innovative, and beautifully designed products because we believe technology should empower people to create and do more.
For people who want quick, convenient, and affordable food, McDonald’s is the fast-food restaurant that provides consistent and enjoyable meals because we’re the original fast food.
Craft a Positioning Statement for Your Business
With these expert tips and examples, you’re now equipped to craft a unique and powerful positioning statement for your business. Remember to focus on your target audience, value proposition, and differentiation strategy to create a brand identity that stands out and resonates with your target market.