What is a Positioning Statement?
A positioning statement is a concise sentence or paragraph that quickly communicates your brand’s unique value to your customers in relation to your competitors. It explains what your brand does, who you target, and the benefits of your brand.
Why do you need a positioning statement?
Over time, strong and consistent brand positioning will help you carve out your firm’s desired place in the market. In the short-term, when you’re looking to develop your brand it can be difficult to find the little bits of clarity that really allow you to assess the current state of affairs, make sense of the challenge you’re facing and make good decisions going forward.
Creating a positioning statement for your brand can be a relatively simple and risk-free way to start the process, engage the right people and help provide some of the confidence and clarity you’re looking for.
The core elements of positioning are what you do and who you do it for, and these two pieces of information should be expressed as clearly and simply as possible. If the way you communicate your positioning isn’t clear, potential customers are unlikely to spend much time digging for more.
In it’s most basic form, your positioning statement will read something like…
We do ____x____ for ____y____ .
Looks straight-forward enough, but ask 10 different people within your firm to independently fill in those blanks and… well, you can imagine how different the answers might be.
How do you create a positioning statement?
Having a positioning statement in place that everyone in your firm can get behind can be both a great starting point for developing your brand and a solid reference point going forward.
The simple workshop exercise below provides a simple guide to writing your positioning statement. It helps add a bit of detail and provides opportunities for discussion and insight.