Brand positioning is the process of positioning your brand in the mind of your customers. Is also referred to as a positioning strategy, brand strategy, or a brand positioning statement.
It occurs whether or not a company is proactive in developing a position, however, if management takes an intelligent, forward-looking approach, it can positively influence its brand positioning in the eyes of its target customers.
Brand positioning statements are often confused with company taglines or slogans. Positioning statements are for internal use. These statements guide the marketing and operating decisions of your business. A positioning statement helps you make key decisions that affect your customer’s perception of your brand.
A tag line is an external statement used in your marketing efforts. Insights from your positioning statement can be turned into a tagline, but it is important to distinguish between the two. (See examples of brand positioning statements and taglines below.)
In order to create a position strategy, you must first identify your brand’s uniqueness and determine what differentiates you from your competition.
There are 7 key steps to effectively clarify your positioning in the marketplace:
- Determine how your brand is currently positioning itself
- Identify your direct competitors
- Understand how each competitor is positioning their brand
- Compare your positioning to your competitors to identify your uniqueness
- Develop a distinct and value-based positioning idea
- Craft a brand positioning statement (see below)
- Test the efficacy of your brand positioning statement (see 15 criteria below)
How to Create a Brand Positioning Statement
There are four essential elements of a best-in-class positioning statement:
Target Customer: What is a concise summary of the attitudinal and demographic description of the target group of customers your brand is attempting to appeal to and attract?
Market Definition: What category is your brand competing in and in what context does your brand have relevance to your customers?
Brand Promise: What is the most compelling (emotional/rational) benefit to your target customers that your brand can own relative to your competition?
Reason to Believe: What is the most compelling evidence that your brand delivers on its brand promise?