Writing a business positioning statement is an important step in any entrepreneur’s journey. However, it doesn’t have to be hard. Here’s how to get it done.
What is a Positioning Statement?
A positioning statement is a sentence or two that clearly articulates the unique value a brand offers to its target market that its competitors do not.
Positioning statements are typically for internal use and not shared with consumers. It is a clear and concise statement that helps all departments stay on brand with every business decision made.
Why Do I Need a Positioning Statement?
A positioning statement is usually required for marketing and business plans. However, its importance goes beyond that. Like a mission or value statement, a positioning statement acts as an internal guide for all employees. It defines the business’ unique value to its consumers. Further, the statement ensures that all marketing and branding efforts are consistent and on the same page.
How Do I Write a Positioning Statement?
There are many ways to go about writing a positioning statement. However, there are only 5 elements that should be include:
1. The Industry/Category
Include the industry or category that the brand is a part of. Though a brand’s products/services might overlap with multiple industries, the positioning statement should only identify the primary one. This helps to narrow down not only the target market but also competitors.
A brand’s industry or category could be video hosting, real estate, food and beverage, luxury cars, etc. The sky’s the limit.
2. The Target Market
The target market may seem obvious after identifying the industry. Yet, even within niche industries, target markets can vary. For example, a clothing brand’s target market could be trendy teenage girls or stylish pregnant women. For this reason, it’s important to clearly define the brand’s intended market.
3. What the Brand Offers
This section mentions the products and/or services that the brands offer to their consumers. Brands should keep in mind the specific needs of their consumers that their product and/or service addresses.
Brand offerings can be small (silly socks) or big (all-inclusive vacation packages).
4. The Unique Value/Benefit of the Brand
Arguably, this may be the most important part of the positioning statement. However, it should still be communicated concisely and efficiently.
The unique value of a brand is what differentiates it from its competitors. It should be the reason why consumers choose this particular brand over others. A brand’s unique value often goes hand-in-hand with the products/services the brand offers. These two elements might be combined in the positioning statement. However, differentiating the brand from competitors should not be left out.
5. Why Consumers Can Trust the Brand
This section provides the reason why consumers can believe the brand will deliver on its promises. It is a qualifying statement, the “because,” that backs the claims made in the positioning statement.
To incorporate all these elements into an easy-to-read positioning statement, try this formula:
[Brand] is a [industry/category] company that provides [target market] with [product/offering + unique value]. We do this by [qualifying statement].
Baby Bottoms is a cloth diaper company that provides mothers and their babies with high-quality, machine-washable diapers in an array of colours and patterns. We do this by sourcing quality ingredients for our diapers and sewing them together with care in our local factory.
For the trendy young teen, 17 Forever is the online clothing store that provides fashionable apparel and accessories at an affordable price. We do this by selling exclusively online to cut costs and partnering with manufacturers to secure great deals on trendy apparel.