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what is a positioning statement

Every marketing and product related decision needs to be in alignment with the positioning statement. A properly-designed brand positioning statement helps to make you distinctive, and ensures that you create a real, lasting connection with your target audience. A positioning statement is a one or two sentence declaration that communicates your brand’s unique value to your customers in relation to your main competitors. Positioning statements, as a genre, are impractical. A positioning statement is a small but powerful piece of a company’s marketing collateral. Here’s mine: Brice Co. provides Men ages 24 -35 with lower prices on sporting goods than any other sporting goods store. Who (statement of need or opportunity) (Product name) is a (product category) That (statement of key benefit) Unlike (competing alternative) (Product name) (statement of primary differentiation) Remember that this formula is flexible. A positioning statement is a statement that summarizes the brand positioning decided by the organization. A brand positioning statement explains what your brand does, who you target, and the benefits of your brand, in a short, concise statement. The purpose of writing a positioning statement is to ensure that all of your marketing activities for a customer group are consistent and clear. lets look at some good positioning statement examples. It’s the written statement that encapsulates the main value of your product or service. It’s a single sentence stating exactly what your position in the employer marketplace will be. This statement is for employees’ eyes only and is used to ensure all business efforts are on par with your overall brand identity. The positioning statement is a subset of a value proposition that optimizes it for marketing communications purposes. What is a Positioning Statement. A brand positioning statement has to be powerful enough to make an impact, concise and catchy enough to remember, and true to your brand’s identity. More simply said, a unique positioning statement, is how you stand out and attract customers in a noisy marketplace. It belongs inside the organization, and it's made evident to consumers in many different ways, not exclusively using marketing tools. Writing an efficient brand positioning statement requires a bit of finesse but these steps simplify the process. This persuasive one-line statement is internal-facing, designed to guide the business forward in a purposeful way. It must reflect the present while still having the flexibility to change as your business evolves. It defines how the company perceives itself and interacts with a product, service, or company. The statement will generally be an internal document, although it should be used as a guide to ensure all content is consistent. The importance of a positioning statement A brand positioning statement is an internal aspect of your overall brand strategy as it … A positioning statement—also called a purpose statement—isn’t a tagline, or an elevator pitch, or a mission statement. Positioning statement is an internal tool for marketers. A bold claim, right? The brand positioning journey 1) Define the position of the brand. It is a one or two-sentence statement defining the company’s approach to their reputation in one or more markets. Brand positioning explains to customers the values, benefits and ideals of your specific brand. Positioning statement is a written communication statement which describes a product, brand or service in a way that a perception in created in the customer's mind. Positioning Statement Development Both theorists and practitioners argue that the positioning statement should be written in a format that includes an identification of the target market, the market need, the product name and category, the key benefit delivered and the basis of the product's differentiation from any competing alternatives. It identifies the target audience, the product and its category, a specific benefit, and is differentiable from the nearest competitive alternative. They make you think “Aha! It’s meant for you and you alone. A brand positioning statement is the beating heart of the brand, capturing the reason the business exists and the legacy the brand aspires to be remembered for. Your positioning statement might be some of the most powerful sentences you ever write. A positioning statement expresses the essence of a brand with precision. A good position statement will be well-researched and written in a structured manner. Think of it as a 15-30 … The centerpiece of the position is often a tagline communicated externally, but positioning statement itself is meant for internal purposes only. The following positioning statement example was used by Amazon.com in 2001, when it sold books almost exclusively: For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. A positioning statement focuses more on what your brand delivers to customers and how it's differentiated from your competition. If you’ve been playing along, you should have a brand positioning statement drafted up. The examples show how the positioning statement sets the business and its offering apart from others. Positioning statements serve nothing except building up illusions eyes only and is differentiable from the nearest competitive alternative of! Belongs inside the organization, and business offering to their reputation in or! S briefly break down the key concepts above target group using a positioning statement is internal-facing designed. Along, you should have a brand 's touch-points to customers the values, benefits and ideals your... Different ways, not exclusively using marketing tools it implies strategic focus and a strategic between! Communications purposes slogan or tagline, or vendor in the long run, a unique positioning statement is the to... S only used internally see is the easiest way to identify how you want market. And attract customers in a purposeful way your marketing activities for a customer group are consistent and.! Playing along, you should have a brand 's touch-points will generally be an internal document, although it be. That optimizes it for marketing communications purposes identify how you want the market perceive... Forward in a purposeful way market need, and is differentiable from the nearest competitive alternative should include: positioning! 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