A positioning statement, sometimes called a value proposition or USP, helps your business stand out in the marketplace and attract customers. 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. These are some requisites that the positioning statement needs to comply with. Websites are typically where most people are going to learn about you and are the quickest and easiest to update. 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. Dramatically shorten the sales cycle2. via @Imaginasium. But not crafted carefully, your positioning statement can do more harm than good. Your positioning statement should serve as a guideline that business decisions can be measured against. Provide Evidence. 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. What keeps them up at night? And I will tell you, companies we've worked with that have made this tough choice haven't looked back. Though it may read like something from your promotional materials, your positioning statement is an internal tool. What do they believe about your product or service? It takes a lot of hard work to really differentiate your company from the competition. For competitive review, list your top three to five competitors. Brand Positioning Statements Defined . A good positioning statement will start to point toward that. Does Your Brand’s Positioning Statement Need an Overhaul? A positioning statement conveys a benefit that your target audience cares about, and it serves as the central theme for everything you do in … And if you can’t tell your story, you will have a hard time capturing the minds and the hearts of customers and employees. 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. You’ve done a lot of work up to this point. You want to do business with and work alongside people who believe what you believe. Positioning Statements vs Mission Statements Definition. It takes some hard work to dig beyond the superficial claims most companies make in order to get to the key unique value propositions that customers are willing to pay attention to and pay more for. Look at as many pages as possible. 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. The differentiator field—the “that” field—can often be where positioning statements begin to fall apart. It has to be clearly oriented towards the target group. In the end, these become your USPs. #positioning: Want to #differentiate yourself from the #competition? 1. While your positioning statement is an internal tool, it will also help drive your messaging and communications externally moving forward. Finally, the last field should be emotional. A positioning statement is that communication, and it takes a pretty standard form. You’ll do this for each of your USPs. And What It’s Not…, Value Proposition vs. Now your positioning statement is ready to be the foundation for your brand personality, voice, tone, look, and feel. Consider replacing. This positioning statement is the core message you want to deliver in every medium and everything you do. Positioning refers to the place a brand resides in the mind of customers. Figure out what you believe. Read: Building Brand Awareness: 5 Marketing Initiatives That Work. Consider your key strengths as an employer. And if it does come down to service, quality, or price, dig deeper to find out what about those makes you different. A positioning statement is an internal document that identifies your target market and describes how you want them to perceive your brand. And it’s not uncommon to come out of this brainstorm with 40 or more key strengths. When you make this choice, you invite all kinds of undifferentiated competitors offering way too many alternatives to your product or service at typically low margins. 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. All marketing strategies and tactics need a well-constructed positioning statement to help maintain focus. Located at the top of the first page, your positioning statement summarizes your brand – the value proposition that you bring to the table. They purchase (and apply for work) based on emotion and then rationalize later with facts. Is this the sort of hyper-competitive market you want to make your mark in? 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. Now, here are those ten questions to crafting your positioning statement. It is how you want them to … What will make them FEEL differently about you. It defines the sales and marketing approach used with customers, and can even affect the content of business proposals. Select Accept cookies to consent to this use or Manage preferences to make your cookie choices. 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). 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. What is a positioning statement? via @Imaginasium. 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. Criteria for Evaluating a Positioning Statement, This website uses cookies to improve service and provide tailored ads. Positioning statement will give you clarity in opting for a specific solution in that it defines precisely the chemistry between the brand and the target. Think about how you want your customer to feel about you, every time they think about you. While your positioning statement is internal focused, your mission statement marries the internal and the external. 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). And that’s a good thing. In fact, the goal, whether achievable or not, would be to reduce or eliminate them altogether. USPs are linked to specific facts or features, while UBPs refer to the emotional benefit that customers experience when using your product or service. 920.431.7872 This isn’t a bad start. Have your team take a minute to vote and select their own top five, then somehow designate what they are. positioning statement should simply communicate parameters of a position, somewhat like a slogan but not a vision statement a positioning statement should consider target market and unique selling proposition (USP) Which of the following is NOT true based on this perceptual map? Your customers and employees will be those that believe it too. But when it comes to explaining why they do what they do, they often can’t. “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. The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It simply breaks down a business’s goals, target audience, system of beliefs, and more. Every product and marketing decision you make regarding your brand has to align with and support your positioning statement. So how does that translate to your external audiences? A brand positioning statement is a document that’s been created for a business and its brand. It provides a concise synopsis of who you are, at what level, and what specializations and unique attributes you offer. Now is not the time to judge or throw out ideas, just get them all out on paper. They’re looking for a great experience they can count on. Your first step is to create a positioning statement. 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. Positioning is vitally important, because positioning is the foundation for telling your story. Once your positioning statement stands up to these questions, you are done. In fact, they’re the price of entry into the buyer’s selection set. A strong positioning statement guides the creation of your marketing materials by giving everyone a consistent message to work with. 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. Your positioning statement is who you are and why your target audience should care. Every marketing and product decision you make regarding your brand need to be aligned with and support your positioning statement. For example, in our Heavy Duty Equipment Company employer brand example: Oftentimes, what will happen is you’ll end up with a number of synonyms for the same emotion. And “why” is not about money or profits or shareholders. 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