How to Write a Meaningful Brand Positioning Statement

Short and to the point, a brand positioning statement helps inform your vision for your brand, as well as how the public perceives it. 

While brand positioning statements are for internal use only, they’re the guidepost you’ll use to develop your brand and your marketing strategy?

How do you write a killer brand positioning statement that aligns with your goals and values? Read on to learn what a brand positioning statement is, and how to explain the benefits your brand brings to the world.

What is a brand positioning statement?

A brand positioning statement should be one or two sentences that explain:

·      What your brand does

·      Who your brand’s target audience is

·      What benefits your brand provides

·      What “proof” you have that you’re the right choice for your audience

In short, a brand positioning statement outlines the benefits your brand brings to your target market. You and your team will use it to guide your vision for the brand, and how you want the public to perceive it. 

Use these tips to craft a concise brand positioning statement

Ready to write your own brand positioning statement? Whether you’re a brand-new brand or you’re in the middle of a rebrand, this simple statement encapsulates the reason why your brand exists. Write a compelling brand positioning statement by:

1.     Understand your industry’s unique history. When you understand what’s gone on in your particular niche in the past, you can understand what it means to your customers. As you get to know the nuances of your niche and where your brand fits in, you can discover ways to distinguish your brand or product from the competition.

2.     Know who you are. Before you write a great positioning statement, you need to know your brand. Outline your target market, research the specific category you’re entering, detail your points of differentiation from the competition and specify how your audience benefits from what you do.

3.     Provide proof. How can you prove that you deliver on your promise to customers? Whether you bake with high-quality ingredients or you have industry-leading turnaround times for construction projects, back up your claims with reasoning to prove that your brand has the edge. 

4.     Keep it brief. Remember that your brand positioning statement should be short—a maximum of three sentences. Keep in mind that you aren’t writing an entire marketing plan; instead, you’re simply creating an overarching statement that lays the foundation for your overall brand vision.

A great brand positioning statement should guide everything you do

The most successful brands understand the importance of focus, highlighting exactly how their brand, and the products and services they sell, positively impact the lives of their customers. It creates clarity around who you serve, and it can even help you justify your pricing strategy. If you need help crafting a brand positioning statement—or any brand-building activity—say hello to Spin Creative. We help you highlight what sets your brand apart, so you can reach your audience and fulfill their specific needs. 

About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.