How to Create a Great Positioning Statement
Written by Charlotte Quinn January 15, 2018
As you set your goals for 2018, consider creating a positioning statement. It’s one of the best investments you can make in your business or organization’s future.
What is a positioning statement and why is it important?
A positioning statement is an internal statement that details how you want to be understood as a brand or organization within your industry; especially in comparison to other competitors. A positioning statement can also act as a beneficial guide as you make operating or marketing decisions for your business.
Remember, a positioning statement is not your company’s tagline. Your company’s tagline is different. And, just like your mission statement, your tagline is published externally. Your positioning statement is an internal document that can be used to focus and grow your business.
How can you create a strong positioning statement?
Consider these three questions:
- Target Customer - Who is your brand or organization primarily trying to appeal to?
- Market Definition - What category or industry is your company competing in and why is it relevant to your customers?
- Brand Promise - What is special about your service, product, company or brand that differentiates it from industry competitors you previously identified?
Examples of positioning statements
Amazon.com used the following positioning statement in 2001:
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.
Zipcar.com used the following positioning statement when it established in 2000:
To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint.
Breaking it down
If you’re just building your company’s first positioning statement, build using the WWH model:
- Who (your target audience is/what they do)
- What (your company does)
- How (your company/brand is different from the rest)
Other common words in a positioning statement include: For, What, That, Unlike, Our Product
Of course, a little experience and marketing savvy can make the process of drafting a positioning statement a lot easier. Companies or brands looking to move to the “next level” of business growth should also consider working with the pros. That’s where we come in. If you need help getting started or defining a killer positioning statement your entire organization can rally behind, connect with us at firstname.lastname@example.org. Or give us a call at 256.560.0098.
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