5 steps for creating the perfect brand positioning statement

Your brand positioning statement will be one of the most important statements your brand ever makes. It’s not a promotional statement or a catchy slogan, it is a powerful internal guideline that you and your employees will always refer back to regarding every decision you ever make. Your positioning statement will define the areas that your business needs to promote in order to be successful. Furthermore, it will help you stay focused on who your customers are, and most importantly why they should buy from you.

Without a brand positioning statement, you will have no real marketing success, because understanding why customers should buy from you, is the key to marketing your product.

An effective positioning statement doesn’t need to be long and complicated, it should be short and simple, short enough to be able to fit into a tweet. Here are five simple steps to help you create your own unique positioning statement.

1. Identify your main target customers and competitors

By now you should have already defined and verified your target customers and competitors when writing your value proposition. If you haven’t written your value proposition yet follow the link and find out how to write one in five simple steps. This will help you understand who your customers and competitors are, and will help you visualise, design, and test how you can create value for customers.

Startup value proposition: how to write one in five simple steps

Once you’re at this stage and you have identified the customer groups you will need to identify your primary target customer group. If you want to create the perfect positioning statement you will need to focus on one main group of customers. Later on, you will be able to develop additional positioning statements for any secondary customer groups.

We have mentioned in previous articles that it is always good to know who your competitors are, and the same rule applies when writing your positioning statement. Do your research and find out what value your competition is offering its customers and how well they promote this through their marketing. By identifying their values and marketing efforts, you will have a…