The Tool

A positioning statement is a short, concise declaration that communicates your brand’s unique value to your customers in relation to your main competitors. It explains what your brand does, who you target, and the benefits that your brand brings to its customers.

[Brand Name] provides [1] with [2] than any other [3]. We do this by [4a], [4b], and [4c].

The elements of the statement are:

1. Target Customers: Provide a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract.

2. Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition? What unique value do you provide them?

3. Market Definition: What category is your brand operating / competing in and in what context does your brand have relevance to your customers?

4. Reasons to Believe: What are the three most compelling bits of evidence that your brand delivers on its brand promise?

When you’re putting together your statement keep the following in mind:

1. Keep it brief – your statement should be punchy and to the point.

2. Make it unique – it should emphasise what’s distinctive about your brand and company.

3. Make it reflect your core values – ensure that it reflects what your company believes in.

4. Include your brand promise – state who you serve and how you help them.

5. Show why you’re the best choice – highlight your company’s unique qualities and the benefits these bring to your customers.

6. Make it real – Show why customers in your target market should believe your brand's claims.

Some examples to get you thinking:

Coca-Cola Positioning Statement:

For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most refreshing options — each creates a positive experience for customers when they enjoy a Coca-Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a positive difference in customers' lives, and the brand is intensely focused on the needs of consumers and customers.

Amazon Positioning Statement:

For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.

Nike Positioning Statement:

For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike's commitment to innovation and investment in the latest technologies.

Apple Positioning Statement:

For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.