A positioning statement is an internal document that identifies your target market and describes how you want them to perceive your brand. They purchase (and apply for work) based on emotion and then rationalize later with facts. 6 Examples of Excellent #Positioning Statements via @Imaginasium. Who are the types of businesses or consumers you want your brand to reach? That’s okay, because the next step is to select the single strongest emotion out of that list. There are many checkpoints in the lifecycle of a company where it makes sense to stop and take a deep look at your positioning. Positioning is the process of identifying an appropriate market niche for a product (or service or brand) and getting it established in that area.” Is This The Same As Value Proposition? (And having a positioning statement saves you tons of time in the long run.) “A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. So, in our example, when people hear “people first culture” they should feel cared for/about and when they hear “perseverance,” they should feel like it’s a company that won’t quit. A positioning statement is that communication, and it takes a pretty standard form. While your positioning statement is internal focused, your mission statement marries the internal and the external. Denis Kreft is the president and co-founder of Imaginasium. Value propositions describe the unique selling propositions (rational facts), or USPs, and unique buying propositions (emotional reason that someone buys) or UBPs. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. Discuss those nuances and come to consensus on the single strongest one. The decision is yours. Do you know the difference between a #MissionStatement and #PositioningStatement? Dramatically shorten the sales cycle2. Few companies can afford to redo everything at once. Consider customer surveys or short interviews to understand their experience with your company. It provides a concise synopsis of who you are, at what level, and what specializations and unique attributes you offer. 2. It takes a lot of hard work to really differentiate your company from the competition. The biggest problem I’ve faced in creating effective positioning statements, however, is communicating what a brand positioning statement actually is. If you try to position yourselves one way, but then all of your employees are secretly out there calling bunk on your claims, your prospects, customers, and potential future employees will catch wind of this and the result will be a less-than-exceptional experience. What is a positioning statement? In the end, these become your USPs. In fact, they’re the price of entry into the buyer’s selection set. Facts. If you don’t do the very important work of launching it internally, you run the risk of causing confusion or, worse, mistrust with your internal customers, your employees. Remember, positioning is about making hard choices. Just as service, quality, and price are table stakes for your corporate brand, pay, benefits, and job security are the cost of doing business for your employer brand. Be strategic and be bold via @Imaginasium. To athletes of all abilities, Nike is a producer of high-quality, innovative athletic wear that strives to inspire people all over the world to be active because we believe in creating a better, more sustainable future for our people, planet and communities through the power of sport. And help you better serve your customers.Because your positioning is about your expertise. But for now, as an organization, you’ll need to agree that this emotion is strategically aligned with how you want to be perceived in the marketplace. By the way, please don’t say “service,” “quality,” or “price.” Because nobody really cares. These are some requisites that the positioning statement needs to comply with. But when it comes to explaining why they do what they do, they often can’t. What is a positioning statement? That being said, here are 11 triggers that may lead you down this path: It’s just that everyone says they have the best service, quality, price, people, etc. It has to be simple and easy to remember. Or perhaps the fear of missing out by walking away from small segments of your established offering is just too scary. It needs to summarize WHY I would want to do business with or, in this case, work there. Since positioning statements are meant to be an internal tool, we created some fictional example statements for actual companies that have recognizable brands and clear brand positioning. The brand consultancy EquiBrand recommends the following straightforward formul… Create a positioning statement that will serve to identify your business and how you want the brand to be perceived by consumers. By using this site, you agree to this use. Pay particular attention to the ones that are particularly different or unique. According to the Cornell Community blog, a positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. Positioning Statements vs Mission Statements Definition. This isn’t a bad start. And when everything else is equal, you’re not going to get the sale unless you’re willing to sell at rock-bottom prices. And if it does come down to service, quality, or price, dig deeper to find out what about those makes you different. What one or two (or more) words will best describe the feeling they’ll get from that strength? Your positioning statement is who you are and why your target audience should care. You want to do business with and work alongside people who believe what you believe. Now, service, quality, and price do play a role, but when everyone says they have the best service … the highest quality … the best prices, it loses all meaning. A good positioning statement is a guidepost for your marketing efforts. In fact, there are too many to mention here. Too many times we see companies trying to force every USP or key strength they can into that block. That’s because, as consumers, we’ve been trained to understand that taglines are inextricably linked to the brands we know. To users of commercial and personal outdoor landscaping equipment around the world, the Ariens Company is a family of brands that manufactures innovative, durable, and dependable machines for lawn and snow because we believe in delivering exceptional experiences for our customers, and our name is riding on it. Your #Positioning statement is an internal tool. Look for ways that they’re similar and then, in there, you’ll see where you have an opportunity to be different and stand out. This positioning statement is the core message you want to deliver in every medium and everything you do. But we like to use the following four-field template backed by our many years of experience in crafting these for clients: #PositioningStatement Write your #positioning statement with 10 simple questions to guide yours via @Imaginasium. A merger or acquisition in which you've acquired new expertise, new target market or product line, You're losing market share or looking to steal market share from your competition, Your profits are shrinking, but you are growing, A majority of employees can not explain who you are or what you do, Your supply chain is perhaps underdeveloped, You do the work totally different than the competition and what was once considered a differentiator is now turning into a negative, Your product or service is becoming commoditized, Your client acquisition cost is skyrocketing, You're not considered an employer of choice by the talent pool/you need to hire and/or retain at a quicker rate, Core staff retention is taking a nosedive. A positioning statement is a concise description of your target market as well as a compelling picture of how you want that market to perceive your brand. It’s wise to, because they’ll come in handy when you begin writing messaging. Brand Positioning Statements Defined . We and third parties such as our customers, partners, and service providers use cookies and similar technologies ("cookies") to provide and secure our Services, to understand and improve their performance, and to serve relevant ads (including job ads) on and off LinkedIn. Well, a quick internet search will yield a dozen different ways to approach things. via @Imaginasium. Brand positioning is a concept that has the potential to highlight specific brands, and simplify decision-making in an overly-saturated market. Which of the following is NOT true based on this perceptual map? Consider replacing. What are their interests? For voice of customer research, you will need to hear directly from your customers, if possible. Summertime is the best time to audit your positioning statement for effectiveness, and it’s easy to do. The great Simon Sinek said, “People don’t buy what you do, they buy why you do it.” Any person in an organization can articulate what they do. How does your product or service help them with this problem? And if you can’t tell your story, you will have a hard time capturing the minds and the hearts of customers and employees. This shouldn’t be viewed as an elevator pitch or a tagline, but rather as an opinion on who you are and who you want to be. Take some time and list all the ways you provide your product or service. You’ve done a lot of work up to this point. What do they believe about your product or service? While some of the following may or may not be our clients (yes, some are), we have developed clear, differentiating positioning statements and messaging for countless clients over the past two decades, and positioning is part of our bread and butter. Select Accept cookies to consent to this use or Manage preferences to make your cookie choices. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. Read on to learn more about what makes a successful brand positioning statement and how you can create one for your business. You can’t build brand credibility until you prove that your brand is reliable and … What Is a Positioning Statement? Don’t worry, you can keep the other words in that list. And “why” is not about money or profits or shareholders. Here, you'll learn exactly what a positioning statement is and how to create a unique selling […] Obviously, the ones with the most votes would seem to have the most resonance, but it doesn’t always mean those are the right five. #positioning: Want to #differentiate yourself from the #competition? Are you trying to be all things to all people? They’re looking for a great experience they can count on. Have discussion around what you mean by a certain phrase or why you feel this key strength supersedes another key strength. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. To people who need stuff built, The Boldt Co. is an architecture, engineering and construction company that builds communities by releasing convention and tradition, because we believe that challenging assumptions encourages us to approach every project with flexibility, imagination and an eye toward the innovative to deliver greater value to our customers every time. There are four basic elements or components to a positioning statement: For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe). Are you up to the task? Is this the sort of hyper-competitive market you want to make your mark in? It is going to require some digging deep into who you are and who you want to be. And, having reviewed your competitors in the last step, you probably aren’t the only company who does what you do (and if you are, you probably wouldn’t be reading this article). Hobbies? Again, “all things to all people” is not a position. The wording of your positioning statement may vary. Updating your website to reflect your new messaging will almost always be the most important and first step. Do you know the difference between your #positioning statement and #tagline? This statement tells your clients and prospects how you want to be perceived in the marketplace. A positioning statement captures how you want to. There are four basic elements or components to a … Directions. These are the five most powerful emotional reasons someone has to do business or work for you. Initially, focus on writing a … It includes two elements: Good, now we can (finally) get things rolling out in the marketplace. In fact, the goal, whether achievable or not, would be to reduce or eliminate them altogether. You can’t start to tell your story until you nail your positioning. For mobile device users who want to be on the cutting edge of technology, Apple is an industry-leading experience company that takes an innovative, inclusive and sustainable approach to research and development because we believe technology is most powerful when it empowers everyone. Rather, take some time with your team and your customers—or an outside advisor—to figure out what really moves them. 3. By evaluating messaging, strategies, and other activities and decisions in the context of the brand positioning statements, you can ensure that all decisions and actions are in line with your brand. Why should inspire. With the information you’ve gathered thus far, pull your team together and begin brainstorming all of the key strengths you feel your company can offer and stand behind. But your tagline is a marketing tool; it is externally facing. Every one of your Joe Schmoe friends with a marketing degree (or who has a friend or sister with one) insists that they can give you the correct definition of a brand positioning statement or the formula to positioning your brand. Positioning is all about choice. Now is not the time to judge or throw out ideas, just get them all out on paper. You need to first make sure everyone inside your own walls is on board and can stand behind what you want to put out in the public. These don’t have to be unique, just so long as they are authentic. This list will help you in the later steps. Begin finding ways of putting your UBPs into your messaging everywhere you can. So if we continue with the employer brand for Heavy Duty Equipment Corp. as an example, with the key strengths, USPs and UBPs all defined, we might write a positioning statement (using our four field template) for them like: The first two fields are pretty straightforward. Audit their websites and ask yourself these questions. Check your key strengths against the competition. The first step, choosing the focus (what business are you in), tends to be very difficult. It's one of the primary tools for agencies to manage clients and clients to manage agencies. Positioning statements will describe why customers should use one product or service over another, in other words, why your zero-turn mower is different or superior to a specific segment of the market and why that segment should care. The differentiator field—the “that” field—can often be where positioning statements begin to fall apart. That brand can be a company’s products and services, or the company itself. Make that work worth it by being bold and strategic. Many companies try to be all things to all people out of fear that they will lose out on opportunities or market segments. It defines the sales and marketing approach used with customers, and can even affect the content of business proposals. A good positioning statement will start to point toward that. USPs are linked to specific facts or features, while UBPs refer to the emotional benefit that customers experience when using your product or service. [#PositioningStatement] A #position is as much about what you aren’t as what you are. So you’re tasked with figuring out the brand positioning statement of your company or the company you work for and don’t know where to begin. This requires some competitor review and voice of customer research. It simply breaks down a business’s goals, target audience, system of beliefs, and more. The first way you can differentiate yourself from your competition in your positioning is in how you do what you do. If you need some inspiration, read through these positioning statements from large and small companies: These decisions include: brand name, the product or service itself, packaging, advertising, promotions, etc. The fact remains that the more alternatives your prospects and clients have to your company and product or service, the less advantage you have over your competitors. Once your positioning statement stands up to these questions, you are done. After all, this is why you even started this process. You have to arrive at the airport early or print out a boarding pass get on line at the gate, and then board the plane on a first-come, first-served basis. It provides “the framework or context within which the company’s strategies are formulated.” It’s like a goal for what the company wants to do for the world. In my desire to help clients better communicate their value to potential customers, I want to offer you the following simple formula for creating a positioning statement. Does it provide a clear, distinctive, and meaningful picture of the brand? So how does that translate to your external audiences? Do they look “cool?” Do they look “safe?”. No, it's not easy. That is the lens through which you should view the positioning exercise so that you can truly become differentiated. via @Imaginasium. Internal alignment is about more than simply “getting everyone on the same page.” Once you’ve developed your expert positioning, you will be excited to release it out in the world. Your first step is to create a positioning statement. Just as marketing itself begins with the segmentation part of STP (segmentation, targeting, and positioning), a positioning statement also includes the specification of the target segment (s). [#PositioningStatement] Are you positioned as a true #expert in your industry? Consider your key strengths as an employer. Though it may read like something from your promotional materials, your positioning statement is an internal tool. Ask yourself some of the following questions to dial in on your target market: When possible, it is important to do some voice of customer market research to really understand the perceptions and needs of your target market. That last part is intentional. The goal of positioning is to eliminate as many substitutes as possible. Positioning Statement, 10 Questions to Ask to Create a Positioning Statement, 6 Exemplary Positioning Statement Examples. For more information, see our Cookie Policy. If the sentence gets to be too long, a string of clauses linked together by commas and semicolons, you’ll know you’re not making the tough choices you need to make. 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