How To Write A Positioning Statement (Brand Template + Example)

Summary

In this video, Stephen Houraghan from BrandMasterAcademy.com teaches viewers how to write an effective brand positioning statement. The positioning statement is essential for defining what your brand does, who it serves, and how it stands apart from competitors. Houraghan walks through the key steps of creating a brand positioning statement, including identifying your target audience, uncovering their pain points, defining desired outcomes, recognizing competitive alternatives, and differentiating your brand. By providing a clear framework, this video helps businesses crystallize their brand strategy to connect more effectively with their audience.

Takeaways

• 😀 A brand positioning statement defines what the brand does, who it serves, and how it differentiates itself from competitors.
• 😀 The brand positioning statement provides clarity both internally (guiding brand decisions) and externally (communicating the brand’s value to the audience).
• 😀 Clarity is the primary purpose of a brand positioning statement, ensuring the brand’s unique value is well-defined and understood.
• 😀 A brand positioning statement is not typically used as a tagline or slogan but serves as an internal guide to shape messaging and strategy.
• 😀 The key components of a brand positioning statement include: target market, pain points, desired outcome, competitive alternatives, and the differentiator.
• 😀 Understanding your target market is essential; you should categorize your audience and use this information to create the positioning statement.
• 😀 Identifying the pain points of your target audience is crucial for understanding their challenges and emotional triggers.
• 😀 The outcome or experience your audience desires should be clearly defined, as it serves as the goal they are striving toward.
• 😀 You must acknowledge the competitive alternatives your audience has in the market to better position your brand against them.
• 😀 The differentiator is the unique aspect of your brand that sets you apart from competitors and is the core message you want your audience to remember.
• 😀 The positioning statement is used to guide internal decision-making and brand development, including messaging, identity, and overall strategy.

Q & A

What is a brand positioning statement?

A brand positioning statement is a brief description that defines what the brand does, who it does it for, and the unique way it does it. It helps differentiate the brand from its competitors and clarifies the brand's value both internally and externally.

Why is defining a brand positioning statement important?

Defining a brand positioning statement is important because it provides clarity. It helps the brand communicate its unique value proposition, guides internal decision-making, and ensures consistency in messaging across various channels.

How does a brand positioning statement help both internally and externally?

Externally, a brand positioning statement informs the audience about the brand’s purpose and differentiates it from competitors. Internally, it acts as a guide for decision-making and shapes how the brand is perceived in the marketplace.

Can a brand positioning statement be used in marketing materials like social media or websites?

While a brand positioning statement can be posted on a website or social media, it is primarily an internal guide. Most audiences won't see it directly, but it influences the brand’s identity and messaging strategy.

What are the key elements of a brand positioning statement?

The key elements include the target market, their pain points, the desired outcome or experience, the competitive alternatives, and the brand’s differentiator.

What role do pain points play in creating a brand positioning statement?

Pain points refer to the challenges or problems faced by the target audience that prevent them from achieving their desired outcome. Understanding these pain points helps craft a message that resonates with the audience and addresses their needs.

How do you define the outcome or experience in a brand positioning statement?

The outcome or experience is what the target audience ultimately wants to achieve. It’s the goal or benefit they desire, which your brand promises to deliver. This is often a transformation that addresses their pain points.

Why is identifying competitive alternatives important in brand positioning?

Identifying competitive alternatives is crucial because it helps you understand what other brands or solutions the target audience might choose. This information allows you to highlight what makes your brand different and better.

What is the differentiator in a brand positioning statement?

The differentiator is the unique way your brand solves a problem or meets a need that competitors don’t. It’s what sets your brand apart and gives consumers a reason to choose your brand over others.

Can you provide an example of a brand positioning statement based on the script?

An example from the script would be: 'We help fitness-loving women who struggle to balance great food with fitness commitments to achieve the body they desire without sacrificing the food they love. Unlike other meal delivery services, our solution tailors meals to foodie pleasures and fitness goals.'