What does your brand positioning statement say about you?
Positioning your brand is the key to loyalty, which drives customer retention. You must develop a brand positioning statement to give your team a precise reference point when designing a successful marketing campaign. While enhancing brand awareness initiatives, a clear, brief, and powerful brand positioning statement can be the cornerstone of your retention strategy.
So, why not learn from the best?
You can see how it’s done by researching the positioning statements of the world’s most successful brands. In this article, I will explain what a good brand positioning statement is and give examples of the best ones currently available.
Key Points
- A brand positioning statement is a brief section of one or two sentences that summarizes a company’s offerings, conveys its distinct value to the public, and sets it apart from its primary competitors.
- A brand positioning statement is crucial for developing a successful marketing campaign and enhancing brand awareness. It serves as a precise reference point for teams and is the cornerstone of customer retention strategies.
- Core components of brand positioning statements include target audience, market category, value proposition, and competitive advantage.
- Learning from the positioning statements of successful brands like Nike, Apple, and Coca-Cola can provide valuable insights into crafting your own.
What Is a Brand Positioning Statement?
A brand positioning statement is a brief section of one or two sentences that summarizes a company’s offerings, conveys its distinct value to the public, and sets it apart from its primary competitors. It aims to align marketing efforts with a company’s brand and value proposition.
A brand positioning statement is an internal tool that helps marketers appeal to their buyer personas in a relevant way. It’s a must-have for any positioning strategy because it creates a clear vision for your brand.
A clear and concise brand positioning statement is important because it lets potential customers understand your business at first glance. Buyers want to know how your product and purpose differentiate you from the rest of the market without buying the product first.
Why Do You Need a Brand Positioning Statement?
As an entrepreneur, there’s no greater fear than developing a product or service that no one wants and is willing to pay for. That’s why understanding your product and how it fits into the marketplace is critical, and a well-developed brand positioning statement will best help you get there. Here are some of the reasons why you need a brand positioning statement.
- A positioning statement helps you see your competition. Listing who comprises your competition and how you differ from the various players will help you identify opportunities and focus on what makes your product or service better than anything existing in the marketplace.
- It helps you determine what customer problems your product or service will solve. To succeed in your business, you must understand the benefits your product or service provides customers to better define your specific place within the market. Don’t overlook asking your team and your friends about their thoughts on this one—they will think of things you may not.
- It helps you fine-tune your market fit. Understanding your industry and what makes your product or service unique lets you seize your market niche.
- It makes you think about the industry you are about to enter. Examining your strengths, weaknesses, competition, target market, and other business issues gives you a 360-degree view of the industry you are about to enter. It minimizes the challenges you might meet along the way.
- It makes you prioritize. As you start a business, your head will be full of tasks you must accomplish. Developing a positioning statement helps you organize your thoughts.
Now that you know what a brand positioning statement is and why you need one, let’s examine some of its components in the next section.
What Are the 4 Components of a Positioning Statement?
As I mentioned earlier, there are some reasons why a brand positioning statement starts with a good understanding of your company. This includes defining the following core components:
#1. Target Audience
Your target audience is the ‘who’ aspect of your positioning. Simply defined, it’s the customers you target with your product or services.
They say that “the riches are in the niches.” This means that, even if anyone can use your product or service, you should still target specific buyers to maintain integrity and differentiation within your brand.
The best and most foolproof way to define a solid target audience is to create a buyer persona (a representation of your ideal customer).
#2. Market Category
A market includes buyers and sellers. A category defines a specific segment of that market. Market categories can be as broad as “grocery store” and as niche as “vegetarian health food store.” Market categories usually start broad and get more niche as the businesses occupying that market expand their product and service offerings to the consumers in the market.
Whether your market category is developed or you’re part of an emerging or niche market, I recommend defining who all potential buyers are, where they search for goods and services, and who has their attention. You’ll want to determine what your competition offers and how to position your brand apart.
#3. Value Proposition
The value proposition or unique selling proposition is another component necessary for your positioning statement.
A value proposition is a determination of how a customer will benefit by using your products or services. Knowing your brand’s value to users is vital to marketing your brand. Answer these questions to figure out your value proposition:
- What makes your product one-of-a-kind?
- Why do people need your product?
- What is unique about your brand that makes it better than other brands?
- What benefits will your brand deliver to customers?
- What value does your brand offer to potential users that differentiates it from the crowd?
To fulfil customers’ needs, you must understand what they gain by using your product and why yours is the best.
Read also: Value Proposition Examples That Made A Difference (The Blueprint For Success)
#4. Competitive Advantage
What gives your product a competitive advantage in your niche? A competitive advantage is a circumstance or characteristic that gives your brand a favourable position against your competitors.
Questions you can ask are:
- What is unique about your product?
- Why is it a better deal than the competition’s product?
- What is unique about your brand and/or product that puts you ahead of the rest?
- What circumstances provide your brand with a leading position in your niche?
- What have you learned from your competitor analysis?
- What does your market assessment tell you?
Understanding the answers to these questions will help you market your product to your target audience so that they will appreciate the unique benefits they can receive when they use it.
How Do You Write a Good Brand Positioning Statement?
Once you’ve researched and defined the above-mentioned components of the brand positioning statement, you have all you need to start writing it. Below is a detailed and comprehensive checklist guide to help you craft one:
How to Write a Good Brand Positioning Statement Checklist
Brand Positioning Statement Examples
I mentioned above that your positioning statement is a crucial part of your business and a guiding source of truth. So, for the most part, it’s away from the public eye, and you’ll rarely find a business’ exact positioning statement floating around on the internet.
Below are 15 examples of positioning statements of well-known brands designed to give you a sense of how to create one for your business.
#1. Nike
Here is Nike’s positioning statement:
For athletes needing 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.
With this statement, Nike has clearly defined its brand as one of the most severe athletes—for athletes needing high-quality, fashionable athletic wear. Nike’s product is top-of-the-line—Nike provides customers with top-performing sports apparel and shoes. The brand is innovative—its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation.
Due to this positioning statement, customers looking for durable, high-performing, and fashionable athletic wear will indeed look to Nike. The statement offers confidence in current and future products because of its focus on innovation.
#2. Apple
Now, let’s take a look at Apple’s positioning statement:
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.
Apple’s positioning statement offers insight into its business strategy with a broader focus. It focuses on Apple’s forward-thinking research and development—Apple emphasizes technological study and advancement. The statement emphasizes innovation and takes an innovative approach to business best practices. Then, it stops outside the box, declaring that Apple is aware of its impact.
Apple’s impact can be viewed in more than one way. It can include the effect on people who use Apple devices and note its impact on the planet. This emphasis appeals to Apple’s target market, which tends to be more progressive than the general population and is concerned with its carbon footprint.
In addition, Apple is a company that understands exactly who it is selling to and what that audience values, including innovative products and reducing its environmental impact.
#3. Coca-Cola
For individuals looking for high-quality beverages, Coca-Cola offers a wide range of refreshing options—each creating 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.
Coca-Cola is a well-established brand with visual recognition worldwide. It has a wide target audience and offers its customers emotions and flavour. Coca-Cola’s refreshing products offer a wide range of the most refreshing options. Drinking Coke is a positive customer experience when they enjoy a Coca-Cola brand drink. They engender good feelings, inspire happiness, and positively impact customers’ lives.
Coca-Cola has the benefit of being a well-known brand with an established history that is recognized pretty much anywhere. Even when the product is in another language, it is easy to identify the logo and branding. Coke doesn’t define itself as just a refreshing drink; Coke defines its brand as one that brings positivity and happiness to all of its customers.
#4. Alaska Airlines
“We are creating an airline people love. Each day, we’re guided by our core values of own safety, doing the right thing, being kindhearted, delivering performance, and being remarkable at work and in our communities. Alaska Airlines also fosters a diverse and inclusive culture and is an Equal Opportunity Employer.”
Alaska Airlines leads its positioning statement with love and heart. It introduces prospects to the brand, making them feel like they’re more than typical transactions. Instead, it focuses on each customer as a unique individual worth delivering outstanding service and inclusive experiences.
#5. Amazon
“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.”
Amazon’s positioning statement does not beat around the bush. It sets out exactly who Amazon is for (online shoppers), why they should choose Amazon (quick delivery, wide range of products, one-stop shopping site), and what sets Amazon apart (passion for innovation, commitment to operational excellence, ‘customer obsession’).
#6. Airbnb
When it launched, Airbnb offered a unique service to its audience with this positioning statement:
For local and international travelers, Airbnb is the only booking website that connects you to unique experiences worldwide because we offer the largest selection, most diverse, top-rated, and personalized places to stay.
Airbnb offered a new way to travel, targeting primarily millennials. It was for travelers from anywhere on the globe—for local and international travelers. And it exclusively offers unique travel experiences—the only booking website that connects you to unique experiences. It features global, diverse, personalized places to stay—we offer the largest selection, most varied, top-rated, and personalized places to stay. Airbnb lays out its target audience, value proposition, and competitive advantage.
Millennials have grown up with personalized online services, and their travel plans reflect that. With a transparent target market, Airbnb gives travellers a peek into travel destinations that most people never see while offering lower prices than many hotels and resorts. This new concept of travel has grown as new companies join the niche.
#7. Organic Bath Co
“If you’re seeking clean and healthy ingredients in your body care routine, Organic Bath Co. offers a line of organic and natural skincare products you can feel good about using. Trust in Organic Bath Co. for clean, uncomplicated ingredients that will leave you feeling rejuvenated and cared for.”
I found that Organic Bath Co.’s positioning statement successfully conveys its focus on quality ingredients, health, and the value of rest. Prospects could be looking for a soap brand with organic and safe ingredients that encourage customers to indulge in the relaxing experience of using its product line.
#8. McDonalds
“For individuals looking for a quick-service restaurant with an exceptional customer experience, McDonalds is a leader in the fast-food industry, with its friendly service and consistency across thousands of convenient locations. McDonald’s dedication to improving operations and customer satisfaction sets it apart from other fast-food restaurants.”
Unusually, for a restaurant, McDonald’s doesn’t focus on the quality of its food in its positioning statement. The brand knows its appeal is in its speed, convenience, and consistency: You can find a McDonald’s pretty much anywhere in the world, and when you step through those doors, you know exactly what you’ll get.
McDonalds positioning statement plays to these strengths while emphasizing other aspects, like its focus on friendly customer service and customer satisfaction. It’s a no-nonsense statement that explains precisely why McDonalds is so successful.
#9. IMPACT
“Empower your business to thrive with IMPACT. Our They Ask, You Answer approach and consulting services in content marketing, video sales, website strategy, design, and more help you take ownership of your digital sales and marketing. Find out how to achieve remarkable results and become a trusted voice in your industry with IMPACT.”
I think IMPACT’s positioning statement expertly explains how it goes against the grain to better serve its customers in the market by eliminating the cycle of dependency. This unique approach will attract many prospects who want to learn more about its solutions.
#10. Facebook
“Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”
Facebook was started as a communication application where people can connect to their old and make new friends. Even though much competition came later with the passing years, Facebook still stands as the prime social media platform worldwide.
In addition, Facebook is known for changing how the world views online communication and interaction, making it unique.
#11. Bandwagon Fan Club
“Experience the future of fandom with Bandwagon Fan Club. Our Proof of Experience™ blockchain technology connects sports and entertainment lovers directly with their favorite artists, teams, and entertainers. Choose Bandwagon Fan Club to create, own, and preserve history with cutting-edge technology.”
When a product is tough to understand, doubt can creep in and possibly turn customers away. I can see how that could happen with Bandwagon Fan Club since it uses newer technology, but I was impressed by its direct and clear positioning statement. It explains how its technology connects fans directly to their favourite performers and teams and narrows in on the end value.
#12. Alexa
“Alexa.com is a trusted source of insights into digital behavior that marketers use to help win their audience and accelerate growth. Subscribers to the Alexa Marketing Stack leverage rich competitor and audience insights that help them better understand their audience, discover opportunities for growth across multiple marketing channels, and manage the day-to-day workflows of planning, creating, optimizing, promoting, and measuring the effectiveness of their content marketing.”
Alexa’s brand positioning statement covers its capabilities of providing efficient service and giving customers the confidence to develop trust in the brand.
#13. Payhip
“Payhip is an e-commerce platform that enables anyone to sell digital products or memberships directly to their fans and followers. You can embed Payhip directly into your website, or you can use our storefront to sell your work. Payhip takes care of everything. We’re an all-in-one e-commerce solution for creators.”
Ecommerce company Payhip has cornered the e-direct sales market with clear messaging on how easy it is to sell products with the platform. The company’s positioning statement guides this communication by outlining the features that make Payhip so easy to use. It frames Payhip as an all-in-one, do-it-yourself e-commerce platform that works well with any website, a message that resonates with the company’s target market.
#14. Wistia
“We’re Wistia. We make marketing software, video series, and educational content based on the belief that anyone can use video to grow their business and brand.”
Video marketing service Wistia likes to experiment with new products, but they’ve always been driven by one goal: to help people build their organizations through video. To stay true to this mission, Wistia’s positioning statement highlights its core belief that “anyone can use video to grow their business and brand.” The company’s language around product offerings is broad, so they aren’t bound to specific offerings, which is a great positioning strategy.
#15. RingCentral
“RingCentral is a leading provider of cloud Message Video Phone™, customer engagement, and contact center solutions for businesses worldwide. More flexible and cost-effective than legacy on-premise PBX and video conferencing systems that it replaces, RingCentral empowers modern mobile and distributed workforces to communicate, collaborate, and connect via any mode, any device, and any location.”
Plenty of business phone and video chat companies are on the market today. Cloud communications platform RingCentral clearly defines what sets it apart in its positioning statement. It highlights how flexible and cost-effective its software is compared to on-premises competitors. RingCentral states that its tool can be accessed anywhere on any device to distinguish itself from technology that isn’t cloud-based.
What Are the Benefits of Brand Positioning Statements?
Positioning statements are essential in developing marketing and branding strategies. Several benefits contribute to their importance.
#1. Makes Your Brand Stand Out
A brand can differentiate itself from the competition with a strong brand positioning statement reflected in its marketing activities, goods, and services.
Also, it creates a compelling and distinctive value proposition and explains what differentiates your brand from competitors. The statements help customers understand why they should choose your brand and how it can help them achieve their needs.
#2. Increases Brand Recognition
The statement is a guiding principle for your branding, sales, and marketing communication. A clear and consistent message across various channels and all communications makes it easier for customers to recognize your brand. This promotes brand recall, enhances impressions, and helps customers better relate to your brand.
#3. Enhanced Customer Connection
Builds Emotional Resonance: A well-defined positioning statement helps to create an emotional connection with your target audience by addressing their needs, desires, and pain points.
Increases Brand Loyalty: You can foster customer trust and loyalty by consistently delivering on the promise in your positioning statement.
#4. Improved Decision-Making
Guides Product Development: A clear positioning statement helps make informed decisions about product development and innovation, ensuring that new offerings align with your brand’s promise.
Supports Business Strategy: It is a reference point for evaluating opportunities and challenges, ensuring that decisions align with your brand’s long-term goals.
What Is the Difference Between a Brand Positioning Statement and a Mission Statement?
A brand’s mission includes the company’s goals, objectives, and the definition of its purpose for the target audience. Meanwhile, the brand positioning explains how the company achieves this purpose, goals, and objectives.
What Is the Adidas Brand Positioning Statement?
Adidas’ brand positioning statement is “The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.”.
Bottom Line
In conclusion, online competition makes creating a strong brand positioning statement more crucial than ever. This is a fantastic chance to differentiate your company from the competition, highlight your unique value, and establish a connection with your target audience.
If you leverage the tips and insights from this guide, you can create a brand positioning statement that clearly outlines a roadmap for business growth.
Ready to define your brand’s unique place in the market? Download our Brand Positioning Statement Template below to get started!”
Lamphills Brand Positioning Statement Template
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