Businesses have created brand positioning statements in order to shape the way their associated brands will be perceived. These statements have most likely gone through multiple drafts and revisions before being finalized, and they directly influence many of the brands we recognize on a daily basis. While those who’ve studied marketing can probably define what a business has created for their statement, the average audience member isn’t thinking about brand positioning and all that goes into its development.
So, what are some things you should know about these statements, especially the most successful ones out there today? Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business.
Brand Positioning Statements Defined
A brand positioning statement is a document that’s been created for a business and its brand. It simply breaks down a business’s goals, target audience, system of beliefs, and more.
If you have a brand presence that’s not as strong as you would like or a brand that’s being associated with something different than what was intended, a brand positioning statement could benefit your business.
Why Your Business Should Have One
A brand positioning statement will help your business define itself. It can also help to realign what your brand is conveying and thus the audience that’s been built. For example, if your business and its brand are perceived as being solely for an older generation, a brand positioning statement could help you reach members of a younger demographic if that is your goal.
Real World Examples
A brand positioning statement is something that can continually change along with trends and different generations. It’s important to keep it current in order to maintain your appeal as viewpoints and audiences shift. There is no right or wrong way to create a brand positioning statement as long as it helps develop your brand and what it stands for. Check out a few examples below.
This Purpose & Beliefs Page from Target is just one example of a how a company can write and display their brand positioning statement. Note that Target’s tagline “expect more. pay less.” is featured at the top of the page.
Here is a more specific brand positioning statement on climate change from the Coca-Cola Company. Sustainability is an issue that is important to their brand, and they express this through one of their Climate Protection Reports.
A brand’s tagline is different from its position statement, but they influence each other. Look at a few examples of how Coca-Cola’s tagline has evolved over the years and check out the complete evolution of their tagline here.
1886: Delicious and Refreshing
1925: Six Million a Day
1982: Coke Is It!
1990: You Can’t Beat the Real Thing
2006: The Coke Side of Life
2016 – Present: Taste the Feeling
Writing Your Own Brand Positioning Statement
While it may sound intimidating, writing your own brand positioning statement doesn’t have to be a long and difficult process. By answering a few simple questions about your business, you’ll be able to easily write and implement a brand positioning statement in no time.
Below are some of the questions you can answer in order to get started.
- Who is your target market (age demographics, annual income, geographic location, etc.)?
- What makes your business/brand unique?
- What problem does your business intend to solve?
- What emotions do you want people to associate with your brand?
- What are some potential taglines you’d like to represent your business?
The responses you come up with will become a valuable resource for your business and a benchmark for the brand you’re seeking to develop.