go back | Apr 2010
Notes on brand positioning statements
A comment from Alistair Croll today made me realize I didn't have a brand positioning statement for one of the projects I'm working on. While creating one, I put some notes together and thought I would post them in case they're helpful for someone. If you don't have a brand positioning statement or you want to understand them better, definitely take a look at the links below too!
A brand positioning statement describes the "mental space" a brand should occupy in the minds of a target audience. It serves as an internal document which guides most of a company's marketing communications strategies, programs and tactics. The brand positioning statement focuses on the elements and associations which meaningfully set a brand apart from the competition. It is typically constructed in the following format: "To (target market), Brand X is the brand of (frame of reference) that (point of difference) because (reasons).via Venture Republic
via Dan Wilson - Web Marketing Today
- Describe your customers (so you know what's important to them)
- Define yourself in terms of your competition (to help you explain your product)
- Explain your greatest benefit (the one thing that's most important to your most important customers)
- Put it together to create your Brand Positioning Statement
FOR ,via Dan Wilson - Web Marketing Today
THAT PROVIDES .
OURvia the Small Business Marketing Guide
IS THE ONLY
FORvia the Small Business Marketing Guide
WHICH PROVIDES .
FOR THAT ,adapted from a comment by Thomas Ptacek
WE OFFER .
UNLIKE , PROVIDES THAT .