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!

Definition

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

Process

  1. Describe your customers (so you know what's important to them)
  2. Define yourself in terms of your competition (to help you explain your product)
  3. Explain your greatest benefit (the one thing that's most important to your most important customers)
  4. Put it together to create your Brand Positioning Statement
via Dan Wilson - Web Marketing Today

Templates

FOR ,
OFFERS
THAT PROVIDES .
via Dan Wilson - Web Marketing Today

OUR
IS THE ONLY
THAT .
via the Small Business Marketing Guide

FOR
IS A
WHICH PROVIDES
UNLIKE
WHICH PROVIDES .
via the Small Business Marketing Guide

FOR THAT ,
WE OFFER .
UNLIKE , PROVIDES THAT .
adapted from a comment by Thomas Ptacek