Brand Positioning Statement:-
Brand positioning statement helps you to create the company that you wanted to create and helps you to give a consistent voice to all your marketing efforts.
Brand positioning statement is the generally two or three word statement that helps you to define your brand and help you to keep your brand different from that of the competitor, avoid using the common statement such as high quality unique as everyone uses the same.
Brand positioning helps you to understand what your brand does and who its target and the benefits that your brands provide in a short and concise statement and that helps you to stay consistent with all your marketing efforts in a direction.
Difference between brand positioning Statement and Tagline.
Often many people get confused between the brand positioning statement and the company taglines but they both are different from each other. Brand positioning statement is the internal statement that helps you to guide yourself about the marketing efforts and the decisions that need to be made in order to position your brand in the mind of the consumers.
As the company tagline is for the external people and customers, many times the company uses their positioning statement as a reference to formulate their brand positioning statement. Although you might be thinking they both are identical but one really needs to differentiate between the both.
How to create a brand positioning Statement
What you say and how you say it is important for your business to succeed and lead in the marketplace and to make yourself as well as your brand better than others out there waiting to ruin your reputation and position.
No one can deny the fact that how important is the brand positioning statement but the main thing that one needs to understand is how to craft their brand positioning statement that helps them to position and differentiate their brand from others out there from your competitor brands.
Your Brand Statement is basically a one one line or as concise as possible, its not your tagline and not to forget that this is going to be used internally in your company and gonna help you to build your brand in the mind of your employees and also provide them a direction to work in and move on the right path as the wise says “ If you move in wrong direction at high speed than you will eventually reach wrong destination in shorter time.”
What you do might be the same as others but how you do it is, what makes you unique from the others out there.
Make Sure that your brand positioning statement is concise and clear so that this should be memorable by your employees and don’t lie, try to be true to your brand identity.
It’s not an easy task for you to craft your brand positioning statement and it can take days, sometimes weeks to come up with the perfect brand Positioning Statement and It is worth giving your time.
Four Required essentials for Crafting your brand positioning statement:-
Here are the four required essentials that are going to help you to write a strong brand positioning statement:-
- Your Audience :- You must be aware of the audience you are going to serve, who are the people what do they do, what is their age, income, sex,marital status,education level, location their demographic profile, their psycographic profile, what they do and what not,what kind of products they buy and from where they buy, how they react and their pain points.
Just try to understand your audience as well as you can and do not forget to get any small detail as much as you can about your audience as their is a well saying “Half Battle is Won If you Known Your Enemy”
- Know Your Market/Industry:- The next thing you need to understand is your target market and your industry in which you are going to operate. How does your brand correlate with your audience, how can your audience relate with your brand, are you targeting the middle class market or rich and elite class market. How is your brand more relatable to your audience than your competitor brand.
- Brand Promise:- What does your brand stand for and how can your target audience benefit from your product and service. What is the most important value that your brand provides and your competition donot.
Try to think back on your audience pain points and try to answer yourself what is the best thing that you are going to do, to solve their pain points.
- Evidence/Reason To Believe:- You are free to say anything about your brand, you can say that your brand is world class and better than anyone out there, but can you prove it, do you have any evidence that justify the fact that you are saying about your brand.
Do you have any proof or a reason why people should believe in you and your brand, that ensure people that you will say committed to the promise that you had made to everyone about your brand.
Things to Remember While Crafting your Brand Positioning statement.
Here are some tips that can help you to craft a perfect brand positioning statement. Always remember that it takes time to build a strong and meaningful statement, so don’t be in a hurry and take your time.
- Understand Your Value proposition First:- Before Crafting your brand positioning statement, it’s important for you to understand what value you bring in the lives of the customers.
- Positioning Statements should align with your brand identity:- There should not be a difference between what you say and what you do, you must stand by your words and that should reflect in your statement.
- You can have more than one brand positioning statement:- It’s okay for you to have more than one positioning statement for your different product and services.
- For example samsung have different products targeting different audiences, so its perfectly fine to have a different statement based on products and consumers.
- Positioning statements should provide a direction to the business:- It’s important that the brand positioning statement should help you to move in the right direction. So it should provide you and your team a direction.
Criteria to Evaluate your brand positioning statement:-
Brand positioning statement is one of the most important decisions that you can make, which is going to make a difference and tell you and your audience what you stand for and the reputation that you are trying to build in the marketplace.
A well crafted brand positioning strategy can help you to stay on track and guide your marketing efforts and stay ahead of the competition.
Here are some Criteria to evaluate whether your positioning statement:-
- Is your positioning different:-Make Sure that your positioning statement is different from that of your competitor and does not match with them, or it should be completely different and a game changer the way you apply it.
- Will Positioning be Sustainable in the future:- You need to also think of the future ahead and make sure that your positioning statement remains valid in future too.
- Will Positioning Inspire team Members:- If the work you do does not inspire you, please don’t do it and if the statement does not inspire your team members enough don’t use it.
- Is it relateable with your key Audience:- The statement is what you want your audience to think about your brand and if it is not relatable for them, please do not use it.
- Does It match the consumer perception about your brand:- Positioning is no where but in the mind of your consumer and before moving ahead you need to know what’s in their head before moving forward.
- Does the positioning align with your vision:- Your Vision are big and will grow along with time and so do your aims. So always keep your vision in mind not only today circumstances.
- Is it consistent throughout the company:- Make Sure that the statement guides all people and departments in the same direction.
- Easy to Understand:- Do not craft a statement that only you understand, it should be understandable by all the people around you and your target audiences.
- Can people trust on it:- It should be something that people can trust on if people cannot trust on it, consider crafting another brand positioning statement.
- Can you deliver what you say:- Make sure that you deliver what you say and if you cannot deliver, don’t atleast make a fake promise as you might lose credibility.
- Will it help you in decision Making:- Your brand positioning statement should help you in making the important decisions about your brands.
- Is your statement Compelling:- People do not like the statements that are different but the one that are compelling.
- Does it ensure Growth:- Your brand position statement should ensure growth to your company.
So these are some of the key things that can help you to evaluate your brand positioning statements.
