12 tips for writing a brand positioning statement

What is a tip for writing a brand positioning statement?To help companies write a brand positioning statement, we posed this question to marketing professionals and business owners to get their best advice. Whether it’s staying true to your values ​​or emphasizing what the brand does for its customers, several tips can help you craft a brand positioning statement that gives your business a clear identity.

Here’s what 12 thought leaders had to say:

• Stay true to your core values ​​and mission

• Use high retention keywords

• Research the competition

• Collaborate with other teams

• Identify your KPI and organize it directly

• Brand love

• An end and a beginning

• Draft, refine and repeat

• Skip the flowery pun

• Dig a niche, empower them

• Mention what sets you apart from the competition

Focus on customers

Stay true to your core values ​​and mission

A brand positioning statement should clearly illustrate your company’s core values, leaving no room for ambiguity. Rather than trying too hard to be original and unique, put yourself in the mind of your audience and work your way back, highlighting everything your business stands for – from its goals and objectives to its purpose. same.

Harry Morton, lower street

Use high retention keywords

Include the keywords that your most loyal customers use when searching for your product or service. By doing so, you can ensure that your brand positioning statement is visible, consistent, and easy to find by those who are most likely to be interested in what you have to offer.

Matthew Ramírez, paraphrase tool

Research the competition

Make sure you understand what your competitors are doing. It’s important to make sure you can articulate how you stand out from your competitors. You may also get ideas after researching your competitors. Additionally, you may notice areas where they have gaps that could give your business a boost. Doing adequate research and clearly communicating your brand positioning statement are the two keys to your success.

Sarah Pirri, natural healers

Collaborate with other teams

While it’s easy to think of a brand positioning statement as a marketing effort, your business has multiple touchpoints with customers and prospects. When writing a brand positioning statement, be sure to collaborate with other teams. Get feedback and feedback from product developers, sales managers, and customer success teams. You don’t want to dilute the message, but you’ll create a more holistic statement if you’ve considered additional perspectives.

Logan Mallory, Motivation

Identify your KPI and organize it directly

Be as specific as possible in identifying who you are trying to serve with your brand. The perfect brand positioning statement concisely embodies your brand image while conveying the mission behind your business.

Every brand has a KPI that matches the target demographic they are looking to market to. It is essential to address this type of consumer as precisely as possible in both your brand positioning and your targeted advertising. The stronger your profile, the more your brand will appeal to the type of consumer you hope to sell to.

Every business must do at least one thing better than its competitors. Even if this strength only identifies the ideal client for you, it is a huge advantage over the competition.

Zach Goldstein, Public recreation

brand love

To formulate an effective and useful brand positioning statement, companies must examine their core values ​​and market needs. Companies that retain their customers often prefer to emphasize their history and their commitment to quality service. They can use phrases such as “we’ve been around for over 100 years” or “our customers trust us”. Companies looking to enter new markets need to look at what the competition is doing. One way to approach this for a brand is to think about the desired customer and their reaction when they see the brand. The emotional reaction triggers a specific set of beliefs, which then compels that person to purchase the product or service in question. This emotional reaction is what we call “brand love”.

Becky Moore, GlobalGrasshopper

An end and a beginning

Although shorter than most texts, a brand positioning statement is still a story. Ensuring your brand positioning statement has a definite end and beginning and takes the reader on a journey, however short, will not only set you apart, but also increase your reachability.

Ari Sherman, evo hemp

Draft, refine and repeat

Use a simple brand positioning statement template to map out the most important points about your brand. Don’t worry if this looks robotic or boring – it’s just your first draft. Once you’ve listed the key points, refine your message and insert your brand personality into the statement. You want the statement to be specific enough to be unique to your brand, but broad enough to help you develop a framework that can help guide your business and branding decisions. Beyond 4 sentences, it’s time to refine further – your brand positioning statement is too long!

James Diel, Text

Skip the flowery pun

When you create a brand positioning statement for your business, you want it to have impact. Sometimes copywriters can confuse impact with complexity, and a positioning statement should contain your target market, your business offerings, and the impact of your differentiated product or service – no more, no less. Keep the statement around 3 sentences and use simple verbiage and sentence structure. It’s much more impactful than a complex and confusing brand statement.

John Li, Fig Loans

Carve out a niche, empower them

Avoid broad strokes. Have a niche mindset when starting a brand positioning statement. If your company provides health data to consumers, don’t say so clearly. Communicate what makes your company and your brand special. Also, don’t make them think they have to do work. They need to feel that they are reaping the benefits of the work you do for them. Introduce something like: “We analyze the data. You live a healthier life. It’s a better alternative than saying, “We do the research and give you recommendations so you can improve your health.” Let them know what your services or products do for them to improve their lives and make them feel empowered. You work for them.

Patrick Sammy, wingspan

Mention what sets you apart from the competition

The main motto of a brand positioning statement is to position your brand differently from the competition. So, the one thing your statement should clearly mention is how your brand stands out from the competition. This helps customers differentiate your brand from other brands in the industry. It also gives them a reason to choose you over others. While this mention should be made in clear terms and with absolute confidence, it should also not come across as arrogant or boastful.

Azmaira Maker, Ph.D., Budding families

Focus on customers

A great thing to focus on when writing a brand positioning statement for your audience. Especially as an e-commerce company, we always want to focus on our consumers, because they are the ones who give us the best insight into the growth of our business and the success of our products. When writing a brand positioning statement, always include what your brand does for its audience.

You need to be clear about who your business is trying to help, otherwise it will be next to impossible to find an audience. Every product is meant to solve a problem, so highlight that problem and say how you’re going to help.

Gabriel Dungan, ViscoSoft

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