Writing A Clear Positioning Statement

Photo by Randy Fath on Unsplash Photo by Randy Fath on Unsplash

Imagine your company is planning on launching a new product, or maybe you are rebranding your current products for a different market. A good positioning statement will make the launch a success. Writing a positioning statement is paramount to a good marketing and branding plan. But it can get a bit tricky, so here are a few things to consider before you begin:

What is a positioning statement?

A positioning statement articulates a unique way a particular product, service, or brand fulfills a specific consumer need. Positioning is identifying the niche of your brand, service, or product in the appropriate market. It is a way to place yourself above your competitors in terms of fulfilling customer needs.

There are four parts to a positioning statement. They include:

Target market: Identify your ideal customer during your market research. Identify their geography, age group, gender, demographics, needs, etc. Avoid having too broad of a market as it can get hard to create a unique experience for them through your brand, product, or service.
Category: Categorize your product, brand, or service. Any potential customer will need a frame of reference when evaluating the advantages of what you are offering -- for example, digital content, phones, trendy style, vintage utensils, etc.

Differentiation: Determine what stands out about your brand, product, or service. Is it the fast results, the lifetime membership, the proven track record of success, or the intense and unique flavor that sets you apart? Use at least one strong differentiator to make your brand, service, or product stand out from your competition.
Results: After your product, brand, or service stands out from the crowd, you need to determine how it will improve your customers' lives. Basically, why should your customers spend their money on your brand, service, or product? Know your target market intimately enough to anticipate their desires and position yourself as the one to fulfill them.

Why write a positioning statement?

A positioning statement is important as it conveys the value of a certain product, service, or brand to a company's target customers. It may help you reach your ideal audience by framing the identity of what you are offering within the potential buyer's experience. A positioning statement helps distinguish you from the competition in the customer's eyes.

When crafting a positioning statement, you'll need to keep these things in mind:

Make your positioning statement simple to ensure it is memorable to your target market.
Show that your company can deliver on its promises.
Stay true to your company's core mission and values.
Avoid ambiguous statements that leave the customer wondering what the product, brand, or service is about.
Clarify how your product, brand, or service compares to what is already in the market.
Leave room for improvement and company growth.

How to write a positioning statement

To write a clear positioning statement, follow these steps:

Select your target audience or customer group.
Develop a list of needs your customer group has that you intend to meet.
List the product, service, or brand that will uniquely meet the need you have identified.
Identify what you want your target market to think when they think of your product, brand, or service.
Write down your positioning statement.
Evaluate your positioning statement to ensure it is clear, simple and consistent with the message you want to send. Edit and rework as needed until your statement is perfect.

An example of a positioning statement

Here's a basic template for writing a positioning statement:

For [Target Market], the [Company Name] is the [Differentiation] among all [Category] because [Results].

For example:

"For people with sensitive skin, SensiSkin is the number one moisturizing solution. We believe that everyone should have access to quality skincare products. Gentle and soothing, our moisturizers give you soft, supple skin with no irritation."

Final thoughts

When crafting your positioning statement, stick to the basics and keep it simple. Use concise and direct language, and remember to remain true to your company's vision and mission.