Also referred to as a brand strategy, positioning strategy, or brand positioning statement, a positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.
A well-constructed positioning statement is an invaluable means of bringing focus and clarity to the development of a marketing strategyand tactics. How? Because every decision that is made regarding the brand is judged by how well it supports the positioning statement---from the brand name, the product itself, and packaging, to advertising, promotions, etc.
There are four elements or components of a positioning statement:
- Target Audience- the attitudinal and demographic description of the core prospect to whom the brand is intended to appeal; the group of customers that most closely represents the brand’s most fervent users.
- Frame of Reference- the category in which the brand competes; the context that gives the brand relevance to the customer.
- Benefit/Point of Difference- the most compelling and motivating benefit that the brand can own in the hearts and minds of its target audience relative to the competition.
- Reason to Believe- the most convincing proof that the brand delivers what it promises.
Template for 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).
Criteria for Evaluating a Positioning Statement
- Is it memorable, motivating and focused to the core prospect?
- Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition?
- Can the brand own it?
- Is it credible and believable?
- Does it enable growth?
- Does it serve as a filter for brand decision making?
store brand, private label
point of difference
reason to believe