Why a Brand Positioning Statement is Important

“Your brand is what other people say about you when you’re not in the room” – Jeff Bezos

The wise words of Bezos (Amazon) has never rung more true. As a marketer, you understand that the perception of your brand is an important piece to keep up with. This includes your brand image and reputation.

What’s equally important is how you position your brand and go about stating that position. Brand positioning is the space that is owned in the marketplace and how it is different than the other competition.

Develop a Positioning Statement

When creating a positioning statement, you want to ensure it is condensed, concise and unique to your brand. Communicate your unique selling proposition (USP) which sets your brand apart from competitors. Think of this as a Mad Libs fill-in-the-blank game but with a ton of research, thought and exploration put into the statement development below.

For [target audience], [your brand name] is the brand of [competitive frame of reference or class type] that offers [point-of-difference or unique benefit] because [reasons to believe in the brand].

Let’s look at the brand Nike for example. The below is simply an example only.

For serious athletes, Nike is the brand of high-performance apparel that offers higher quality and longer lasting running shoes because pressure testing has shown Nike shoes to outperform other brands.

Now that you have this information to add to your marketing toolbox, be sure to think through what a positioning statement could look like for your brand. It is important to not only position yourself as a brand, but to provide your targeted audience a positioning statement that you and your team plan to stick with.

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